The International Channels Marketing Alliance

Establishing, evolving, and managing a worldwide supply chain is essential for increased sales in foreign markets and a more robust and diversified customer base. It's not a luxury. It's a business necessity.

Serino Associates in North America and YTKO in Europe are allied to help high tech vendors establish or enhance their presence in foreign markets. Working together as the International Channels Marketing Alliance, we provide strategic and tactical marketing services to high tech manufacturers and their distribution channel partners.

About Us

The International Channels Marketing Alliance consists of experts in channel marketing around the world.

Serino Associates, Inc.

Serino Associates provides Integrated Channels Marketing™ solutions for high-tech manufacturers and their distribution channel partners.

The two cultures of high-tech manufacturing and distribution channels do not always understand each other. The result can be missed sales goals, wasted budgets, and frustration. Serino Associates helps develop congruent channels strategies and programs that are in sync with market and business realities. We translate opportunities and programs into mutual success.

YTKO Ltd.

Through YTKO, you have access to 20 years of experience in European distribution channel marketing from designing channel development strategies, administering marketing funds, and managing complete channel sales and marketing support.

ICM Alliance Events

Here are some opportunities in North America and Europe for you to meet Serino Associates and YTKO.

Contact

To talk to us directly, please use the following addresses and numbers, alternatively, you can request information online.

Peter White brings his unique brand of European knowledge to New England.

On December 7, 2000 Serino Associates and YTKO held their Expand to Europe symposium.  The Slides for this event can be found here.

Expanding your business into the European market can be an experience fraught with difficulty for a rapidly growing firm. Mistakes can be costly and without local knowledge and partners one could easily get the feeling they have just set up a branch in Oz. If you are thinking about the move, there is a person you should meet... Peter White, Chairman of YTKO. Over the past 25 years he has helped companies start up and succeed on the Continent.

Expanding off shore is hard enough. Finding a European firm with the marketing capabilities and the channels knowledge makes the difference between success and failure. We have developed a full partnership with YTKO to smooth a European launch for you. With a proven track record of European deployment, Mr. White and YTKO can do for you what they have done for Sun, Prudential, Analog Devices, and Compaq. He and his 40 colleagues can assist you every step of the way from a simple translation of a document into Finnish to a complete strategy for a plant relocation to a Paris suburb.

Serino Associates and YTKO have developed an effective, mutual relationship. We look at YTKO's Cambridge location as our office in England. We help their clients gain entry into the American marketplace. Now they are helping our clients expand to Europe.  

Peter White and his senior managers were in our offices from December 6 through December 8, 2000. This was an opportunity to attend a general meeting and to arrange a one-on-one session to gain the benefit of years of practical, pragmatic experience in what's essential for Europe, and what's to be avoided.

On Thursday, December 7, 2000, Serino Associates and YTKO presented the third symposium dedicated to the topic, "Channel and business partnerships for entering or expanding foreign high-tech markets." It presented details of how companies can engage with foreign high-tech businesses that provide complementary products or services ... and who can implement joint programs quickly and correctly.

Mr. White gave an informative Euro-business presentation and held unique workshops. A key event for senior management, this program was a practical "how to" guidebook on doing business the right way in Europe. The topics covered the grand strategy down to the little details that can make or break your expansion. Particular attention was be paid to cultural differences that separate Americans from Europeans.

For more information about YTKO follow this YTKO link. You can also find their web site  packed with information about their firm.