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Attract the Right Job or Clientele:
Avoid Mirroring the Manufacturer’s Visibility Gap for Business Growth
It is always to our benefit to learn from other industries, ensuring we don’t make similar or related errors. In many industries, manufacturers often face a persistent visibility gap when their products are distributed through distributors or resellers. At the point of sell-in, the manufacturer ships product, invests in training, and allocates marketing development, trade dollars, or co-op funds. However, once those resources reach the partner, visibility breaks down.
It soon becomes unclear which distributor reps are typically promoting the line, what content they rely on, or which buyers they ultimately reach. Worse still, as sales continue, the gap deepens. Accordingly, our guest blog offers insights on ‘How to avoid mirroring the manufacturer’s visibility gap.’
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Avoid Mirroring the Manufacturer’s Visibility Gap
Image by Greg Plom, Pixabay
Communications are Vital
Distributor conversations, account touches, and campaign execution rarely flow back to the manufacturer. Point-of-sale and deal data, when available, is often patchy, delayed, or incomplete. It leaves manufacturers unable to connect their investments in training, content, or marketing funds to the intended outcomes.
The result is a fight for “share of mind” within a distributor salesforce that has dozens—sometimes hundreds—of competing brands to juggle.
Revealing Data
The data reflects how widespread this problem has become. More than 60% of partner marketing dollars go unused each year, meaning significant enablement spend never even hits the market. Roughly 65% of sales and marketing content remains untouched, as representatives often default to familiar product lines rather than adopting the latest positioning.
An estimated 70% of marketing leads are lost, particularly when passed to partners without clear accountability. And even where data is shared, 60% of distributors only provide insights to fewer than 10% of their suppliers. Adoption of partner programs often hovers at 40% or less, further eroding the impact of training and enablement efforts.
However, buyers themselves are far ahead—92% already have a shortlist before they ever engage sales. Accordingly, consistent partner storytelling becomes more critical to enhance buyer attraction.
Lack of Clarity
The net effect is that manufacturers invest heavily in enablement but lack clarity on what happens after their product leaves the warehouse. They don’t know which reps are engaged, which campaigns or content are in play, which buyers they attract, or how those interactions translate into pipeline or revenue.
This blind spot leads to wasted spend, inconsistent messaging in the market, and limited leverage with distributors.
The VMC Perspective: Closing the Gap
The Video Marketing Center (VMC) aims to bridge this visibility gap across various industries. Each distributor or reseller sales rep receives a branded VMC preloaded with the manufacturer’s approved videos, collateral, and training modules. Every action—campaign launches, training completions, and buyer touches—rolls up into manufacturer-level analytics, delivering rep-level visibility that was previously missing.
When representatives send campaigns via email, social media, text, QR codes, or website embeds, the VMC tracks buyer engagement at a granular level. Manufacturers can see which buyers opened, clicked, or consumed specific content, tying marketing spend and training directly to activities, engagement, and pipeline influence. The result is measurable ROI on dollars that once disappeared into a black box.
Click this link to view video marketing center use cases.
Consistency is Vital
Equally important, the VMC enforces consistent messaging. While distributors can co-brand for local relevance, they cannot alter manufacturer content—ensuring that every buyer hears the same value story, every time. It replaces the traditional visibility gap with a clear line of sight from brand to distributor rep to end buyer, all the way through to pipeline impact.
Conclusion: How to Avoid Mirroring the Manufacturer’s Visibility Gap
The VMC transforms partner selling from guesswork into a data-driven process, turning heavy investments into measurable outcomes and giving manufacturers confidence that their story reaches the buyer intact.
Author Bio: Joe Wright, CEO, is the author of our article and invites you to visit the Video Marketing Center.
For more Insights, visit Elinor’s Amazon Author Page
Communicate to Attract Interest
Be A Story-Teller
“Believe, Become, Empower“
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Sales Tips: How to Avoid Mirroring the Manufacturer’s Viability Gap
1. Commit to your long-term vision for accomplishment(s). Commit to your long-term vision for accomplishment(s).
2. Always keep long-term goals in mind, including the type of people and business with which you prefer to work, for ease of mind.
3. Consistency across all plans is vital for trust and business to build.
4. Upon feeling a connection with another, it’s wise to test a heart-to-heart and mind-to-mind conversation to see where it may lead.
5. Never underestimate anyone’s novel ideas; remember that each person and country operates differently.
6. Share favorite learning moments with peers and current clients to improve client engagement.
7. Habitually seek out new ways to improve engagement for business growth.
8. At the end of all communications, ask team members involved if they have questions to ensure clarification; work for the greater good.
9. ‘Don’t give up – find a better way!’
10. Celebrate Success!
Today’s insights are designed to help you achieve a Smooth Sale!
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