Making channel investments pay off
ROI Analysis
helps you assess your resellers' marketing capabilities
Industry experts report that as much as 90 percent of marketing monies
invested in the channel do not demonstrate any form of return. And we’ve
all read the reports on how vendor-sponsored demand gen programs contribute
only 6 percent toward top-line revenue. How can your company beat the
odds and implement programs that pay?
We think there are two parts to the problem. The first is in solution
packaging. A reseller has to evolve its message every time it adds a product
or service. This evolution is critical to effectively taking a new offering
to the marketplace. But the process of properly integrating a vendor’s
product or service into the overall portfolio is often overlooked.
Many resellers simply add another line item to the card, stuff a new data
sheet into a pocket folder, or put another bullet on a web site. Understandably,
the investment in evolving a message can be huge, and making the investment
on a relationship that could produce revenues can be risky. But if the
reseller is committed to the market space, it must build the foundation
for growth.
The second part of the problem is reflected in the "quality-versus-quantity"
debate. The best demand generation investments are those that are dedicated
toward a specific effort that is expected to produce a specific
result. Mass-produced, one-size-fits-all campaigns don’t typically
deliver the needed results.
Effective, targeted campaigns usually require custom work—which is
why most vendors offer marketing development funds (MDF) that allow resellers
to do their own unique programs. But the success of these efforts varies
greatly based upon the marketing savvy of each partner and its access
to qualified, experienced marketing professionals.
If you’re a vendor facing either or both of these common challenges,
you may benefit from taking a step back and re-examining your channel.
To that end, Launch International offers a Channel Marketing ROI Analysis
to help assess a reseller’s marketing based on a specific set of
baseline criteria.
We provide a realistic view of what you should expect from your reseller
in terms of its ability to find, work, and close a deal. And we help identify
the most cost-effective ways to generate demand for each individual partner.
As a result, vendors can more effectively allocate funds to partners in
the areas where they need it and build targeted programs that will produce
results.
To learn more about the Channel Marketing ROI Analysis, please visit www.ChannelMarketingROI.com
or e-mail us at info@launchintl.com.
