Case Studies: AMD Partner Communication
The 2nd largest chip manufacturer in the world, AMD sells via an indirect sales channel.
The company bought ATI, a graphics chip manufacturer in 2006, and the resultant merger created communication issues with the sales channel, caused confusion about product sets and raised issues about corporate culture.
Solution:
- “Mission AMD”, a high-profile, fun, EMEA-wide game-based learning Incentive to show that ‘business is happening as usual’
- The games are developed around Ferrari (AMD are sponsors)
- Use the games to educate channel partners about products
- Communicate regularly with channel partners to keep the corporate profile high
- Roll-out the programme in 8 languages to ensure that channel partners feel they are being included
Outcomes:
- Hugely positive feedback:
- Internally (up to the highest level)
- Externally; channel partners, both male and female, participate actively
- Improved brand recognition (This was the first time that AMD carried out a profile and brand awareness activity to the channel)
- Internal sales departments throughout EMEA are participated as well
- Motivation of internal sales support team as well as target salespeople
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