We often hear from vendors that they have a difficult time planning effective marketing campaigns with their partners and then tracking and identifying the ROI from their promotional allowance (MDF/Co-op) spend. All of them invest a significant amount of money (3%-5% of their revenue) in these programs, with some spending up to tens of millions of dollars on them. With this kind of money at stake, it’s crucial for them to be able to plan their investment correctly so they can determine if their budget is being put to good use.
Historically, the challenge has been matching countless disparate partner marketing activities to larger go-to-market goals. But the issues really begin in the planning phase. Often there isn’t sufficient planning, especially against a pre-determined budget. Without a solid plan, it’s nearly impossible know the actual outcome of your investment.