Are you attending Channel Focus North America 2014?

Posted by Claudio Ayub

Apr 16, 2014 11:37:00 AM

Channel Focus North America with Latin America 2014 (#CFNA2014) brings together over 250 channel executives to explore the issues affecting the industry in 2014 and beyond through lively debate, informative workshops and fantastic networking with IT/Telecom channel chiefs. But most important of all, attendees take away real strategies they can use to increase their sales, and improve the effectiveness of channel partners.

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Topics: Channel Marketing, Author

6 Tips for Social Impact in the Channel

Posted by Sarah Foulkes

Apr 10, 2014 2:23:00 PM

Social media has come to the forefront of the marketing mix across every industry – and the technology sector is no exception. However, when it comes to measuring the impact and ROI of social marketing, there can be some confusion. While social media ROI is more difficult to measure in dollar amounts, it can be measured by customer lifetime value.  Connecting with partners and customers socially can influence their experience and brand perception, making a significant impact on future purchasing decisions.

Before we get into the 6 tips that you (and your 

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Topics: partner enablement

Crawl, Walk or Run to JMP that Drives Return on Marketing Investment

Posted by Dale Taormino

Apr 3, 2014 2:25:00 PM

If you are like many of us here at hawkeye Channel, you got into marketing because you enjoy engaging in creative and collaborative processes to develop strategic marketing plans, and are thrilled by putting them into action to drive real results. Like many of us, you have also likely spent too much time in the last 5-10 years talking about compliance and controls, while throwing around acronyms like FASB, SOX and FTC. Well, we’re happy to report that we’re seeing a shift back to the value of marketing. In particular, we’re seeing more value being placed upon Joint Marketing Planning (JMP) with partners to achieve sales and marketing objectives and executing on GTM initiatives. I wanted to share with you 5 takeaways from a recent conversation I had on JMP keys to success:

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Topics: partner enablement, MDF/Co-op program, Author

Maximize Your Incentive Investment

Posted by Andrea Couzens

Mar 27, 2014 3:23:00 PM

There has been a lot of talk recently about building channel loyalty and maintaining productive relationships with top-tier partners. Vendors run a variety of programs for this reason alone – SPIF programs, individual rewards, company-level rebates, etc. – but often they provide a quick hit of increased partner engagement but fail to drive true time-tested loyalty. Despite vendors dedicating ever increasing budgets to these worthy endeavors, cultivating strong relationships is more challenging than ever. So, now they are thinking “how do I make my incentive investment work harder?”

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Topics: rewards, Incentives, Author

Loyalty – a matter of relevancy

Posted by Harte Onewein

Mar 20, 2014 3:53:13 PM

The 2014 Loyalty Expo was held earlier this week in Orlando, bringing together experts from the loyalty industry to explore the future and honor best-in-class programs from the past year. In many sessions, and around the exhibition hall, the word I heard most was relevant.

Relevant data. Relevant communications. Relevant rewards.

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Topics: Incentives, Author

Improving Marketing Enablement through Joint Marketing Planning

Posted by Heide Green Senior Product Manager

Mar 13, 2014 3:14:00 PM

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.

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Topics: partner enablement, Author

Increase Partner Engagement – Start Joint Business Planning!

Posted by Tracy Delphia

Mar 7, 2014 11:04:00 AM

The traditional manufacturer perspective on the indirect channel has been that it is a sales channel – an extension of their sales force that needed to be managed, incentivized, and measured as a traditional sales force. This clearly one-dimensional – and one-directional – approach limited the kinds of enablement and measurement of partner activities. The goal of programmatic support was solely to drive increased product sales.

Today though, we increasingly recognize the complexity of the channel as a channel of engagement, one in which it is a Marketing/Sales/Deployment/Support Channel. 

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Topics: partner enablement, Author

3 key phases for marketing enablement success

Posted by Andrea Couzens

Feb 27, 2014 2:06:52 PM

Our work with Fortune 100 companies has helped us uncover strategies to drive marketing enablement success. Yes, I know, you’ve heard this before but really, you’re going to want to read this post. Many companies run marketing enablement programs to better equip their partners to drive demand for their products and services. Often though, these channel programs aren’t highly utilized, leaving vendors scratching their heads and questioning why they sunk time, money and effort into these programs in the first place. What are they doing wrong?

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Topics: partner enablement, Author

Why should you create a Partner Value Framework?

Posted by William Gilsing

Feb 20, 2014 2:19:00 PM

Let’s start with a few questions for you:

  • Are you truly optimizing channel spend?
  • Do you have a sound partner value scoring methodology in place to tier partners and move them through tiers?
  • Are you able to accurately assess the value partners contribute to your business, while rewarding the ones that make the greatest contribution?
  • Can you provide partners with a holistic view of how they benefit from their relationship with you?
  • Are you recruiting the right kind of partners?
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Topics: Channel Strategy, Author

2014: What's new with channel marketing enablement

Posted by Craig DeWolf

Feb 13, 2014 3:09:00 PM

For years marketers and their indirect sales channels have complained about their promotional allowance programs (MDF or Co-op). Marketers never got the ROI and data they needed, while partners rarely found them very helpful in enabling them to actually run marketing initiatives—and for good reason. I have written several times that most promotional allowance programs aren’t truly about marketing, they are focus on business process management. They are usually designed to reimburse for marketing activities. You see, “Co-op Programs” per se were invented to be another disguised discount to get around the Robinson-Patman act to establish fair pricing. 

In an effort to make promotional allowances effective for marketers and to keep channel partners happy, progressive companies have evolved their programs to include some combination of the following dimensions—all designed as extensions or their programs.

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Topics: partner enablement, Author

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