Enterprise Tech

Building awareness of Westcon-Comstor with crucial channel influencers

Westcon-Comstor is a leading global technology provider and specialist distributor of business technology. Operating in over 70 countries, it delivers business value and opportunity by connecting the world’s leading Cyber security, networking infrastructure and cloud computing vendors with a channel of technology resellers, systems integrators and service providers.


Westcon-Comstor faced challenges in winning the attention of industry analyst firms, particularly those in the US market, despite being well known in the European and APAC regions. To support the strategic goals of the company, the marketing team recognised the need to build awareness among key influencers and analysts in the US and become a trusted advisor on channel trends. The primary goal of the analyst relations programme was to identify crucial influencers, align messaging to ensure relevance and support successful engagements, and engage tier-one analysts to build awareness of Westcon-Comstor’s evolving offer and go-to-market strategy. Additionally, through one-to-many campaigns, Westcon-Comstor wanted to position key SMEs as thought leaders on adjacent topics, including security and ESG.


CCGroup recognised the importance of Westcon-Comstor being on the radar of top-tier analysts in the industry and agreed that building awareness with them would benefit the company and should be the programme’s central aim. Thus, the programme was designed to increase interactions with these influencers, including arranging briefings with analysts from the most influential firms, such as Gartner, Forrester, IDC and Canalys, combined with hosting online thought-leadership events on topics including Partner Success, Cybersecurity, Sustainability, and Data and Analytics. Additionally, a monthly newsletter has strengthened Westcon-Comstor’s market presence, which builds broader awareness and ensures that the company remains front of mind for relevant analysts.

Building awareness of Westcon-Comstor with crucial channel influencers

Westcon-Comstor combines industry insight, deep domain technical expertise and decades of distribution experience, subscription and solution orchestration to deliver value and accelerate vendors’ and partners’ business success.



Increase in SoV


Increase in PoV


Briefing acceptance rate for core targets from October 2022-April 2023


The analyst relations programme has supported new relationships, helped raise Westcon-Comstor’s profile, and enabled the company to gain valuable insights and guidance from influential analysts.

CCgroup identified a core group of analysts who Westcon-Comstor now briefs regularly. CCgroup worked with Westcon-Comstor to develop messaging that has helped these analysts understand the business’s strategies for evolving its offer and go-to-market, centred around digital transformation.

Get in touch to work with a world-class team of B2B tech marketers

Improve your industry reputation and influence, grow your customers base and drive investment through transformative integrated marketing.