WHO WE WORK WITH
Our Customers
We work with international technology vendors, distributors and channel partners across Australia and New Zealand. A growth decision made in one seat moves through the other two, and most of the commercial value is won or lost in between. That is the ground we work on.
WHO WE WORK WITH
Three seats, one commercial system.
ML Group works across the technology channel: the vendor funding growth, the distributor managing the opportunity, and the partner expected to turn it into revenue.
Each sees the same commercial problem from a different seat.
VENDORS
Vendors
International SaaS, cybersecurity, cloud, infrastructure and AI vendors, and the manufacturers and platform providers behind them.
THE PRESSURE
You have distribution, partners and funding in place, but not enough commercial movement.
The board wants to know why ANZ is not converting. Partners are not prioritising the offer. MDF is creating activity, but too little demand or pipeline.
What we build
We sharpen the local position, pressure test the route to market and build demand around a proposition partners have a commercial reason to pursue.
The question we ask:
Why would the partner choose this opportunity?
DISTRIBUTORS
Distributors
Distributors and value added distributors managing vendor investment, enablement and growth across a broad partner base.
THE PRESSURE
Too many vendor priorities compete for the same attention.
MDF becomes reactive. The same partners receive funding repeatedly, while emerging partners with growth potential remain underdeveloped.
What we build
We help prioritise the right partners, strengthen the commercial case for participation and connect MDF to measurable partner generated demand.
The question we ask:
Where will this investment create the most commercial movement?
CHANNEL PARTNERS
Channel Partners
Value added resellers, managed service providers, managed security service providers and systems integrators building their own market position, not simply reselling someone else’s stack.
THE PRESSURE
Buyers research before speaking to sales. Competitors look increasingly similar. Vendor supplied campaigns create activity, but the audience and demand often belong to someone else.
For many partners, AI has added another problem: customers want the opportunity, but remain cautious about security, governance and where their data goes.
What we build
We help partners build a position they can own, become easier to find in search and AI, and create demand that stays with the business.
That can include building authority around specific opportunities such as secure or sovereign AI adoption, where the partner has a credible right to lead.
The question we ask:
What are you building that still belongs to your business when the vendor funding ends?
OTHER CUSTOMERS
Business Owners & Leaders
For founders, CEOs and marketing leaders who need a clearer market position, stronger demand and a growth system that does not depend on constant manual effort.
THE PRESSURE
The business has capability, customers and ambition, but the market does not clearly understand why it should choose you.
Marketing is fragmented. Growth depends too heavily on referrals, paid activity or the founder’s own network.
What we build
We clarify the position, strengthen how the business is discovered and understood, and build demand infrastructure that creates value beyond individual campaigns.
WHY THIS MATTERS NOW
The channel playbook was built for 2005. Buyers have moved.
67%
of B2B buyers prefer a rep-free buying experience
45%
used generative AI to research vendors and products
7
information sources used, on average, per purchase
69%
still validate what AI told them with a sales rep
Source: Gartner B2B buying survey, 646 buyers, August to September 2025.
Marketing & sales can be complex
We're here to guide and support your team from day one.
Value proposition refinement
Refine your messaging to your specific targeted personas.
The unfair advantage.
Monique Lam has more than 25 years across vendor, distributor and reseller environments, through the digital, cloud and now AI shifts. Bestselling co-author of Strategic Conversations with Chris Voss. That is operating knowledge of the commercial system, not marketing knowledge, and an agency cannot copy it by hiring another content team.
Project-Based Services
Ask us for a customised package or quote.
Digital Marketing
Ads campaigns, email newsletters, social posts, competitor analysis, marketing plan.
A$2K+ depending on channels & volume
Content & Copywriting
Blog articles, web copy, content strategy with SEO optimisation.
A$500–A$1k per item; strategy from A$5k
Design & Creative
Flyers, presentations, branding graphics, infographics.
A$200–A$500 per item (basic); hourly design rate A$175/hr
Web Solutions
Website redesign, landing pages, e‑commerce sites, hosting, SEO audit.
A$800/day for redesign; A$2k per landing page; A$300/hr for e‑commerce development
Analytics & Reporting
Traffic & conversion reports, custom analytics
A$250/hr
Coaching & Strategy
1:1 coaching, brand/value sessions
A$200/hr
Market‑Research Intelligence Service
At the Monique Lam Group, we believe that great marketing and sales strategies start with truly knowing your audience and the landscape you’re competing in. Our Market‑Research Intelligence Service combines deep secondary research with hand‑picked primary insights to give technology vendors a clear, actionable understanding of their market.
What we deliver:
Audience discovery
We identify and profile your ideal buyers, including who they are, what they care about and how they interact online. This helps with developing value propositions & key messages that resonate at every touchpoint in their buyer's journey.
Competitor benchmarking
We analyse your key competitors’ strengths, weaknesses and digital presence to spot opportunities where you can stand out.
Market and trend analysis
We review industry trends and emerging technologies, drawing on reputable data sources and industry reports. Our secondary research is supplemented with select interviews or surveys to validate findings and capture local market nuances.
Tailored recommendations
You receive a concise report with narrative explanations, data visualisations and a clear set of strategic recommendations. We focus on actionable insights so you know exactly how to refine your go‑to‑market approach, messaging and channel mix.
Why choose this service?
Informed, data‑driven decisions
By blending secondary research with targeted primary feedback, we provide key insights without the expense of a full‑scale primary research project.
Competitive advantage
Understanding competitors and market gaps helps you differentiate your offerings and capture untapped segments.
Whether you’re launching a new solution, entering a new region or refining your positioning, our Market‑Research Intelligence Service equips you with the knowledge and confidence to make your next move count.
Starting at A$8,000, with the final cost tailored to the complexity of your industry and market and the level of primary research required. Simpler projects that rely mostly on secondary data and a handful of stakeholder interviews will sit near this range, while in‑depth studies involving multiple segments, extensive competitor analysis and additional surveys or focus groups would scale proportionally.
