Solution Provided : Partner Relationship Management

Advanced Micro Devices (AMD) is a global supplier of integrated circuits for the personal and networked computer and communications markets with manufacturing facilities in the United States, Europe and Asia. AMD produces microprocessors, Flash memory devices, and silicon-based solutions for communications and networking applications.

System Builders (SB) are key influencers of purchasing behaviour of the Home, SOHO and Small and Medium Business (SMB) customers. AMD, in India, identifies this market as a key growth area and hence the System Builder is central to their channel marketing strategy.
> AMD wanted to identify and reach out to SBs and understand their current engagement with AMD.
> AMD wanted to encourage SBs to stock and sell more of AMD processors.
> Once the SB was engaged deeply with AMD, the relationship had to be nurtured to make it mutually profitable.