Market researcher IDC and public relations firm Ketchum, Chicago, struck a new alliance yesterday called ChannelEdge to help marketers identify effective channel communications and strategies.
The alliance will target information technology companies selling products through business partners. Outdated or dysfunctional channel strategies sometimes hobble growth for such marketers, Ketchum said.
Much of ChannelEdge's attention will focus outside of straight public relations. Included in this are tactics like channel newsletters, intranets and extranets, partner tool kits, sales training, trade show support and industry analyst relations.
Framingham, MA-based IDC and Ketchum will run roadshows in four cities to introduce ChannelEdge to technology prospects. The companies also will market individually to their client base.