Channel Marketing Fund Management To Benefit Both Parties

Any company that sells their product or service through indirect retailers, distributors, representatives and/or value-added resellers has probably already knows how channel marketing funds can help their sales efforts. Effective channel marketing fund management programs that bring sales partners together can mean the difference between success and failure in the marketplace. A company that markets and sells their products through a variety of sales channels must also use a variety of promotional efforts. Co-op funds can subsidize things like product awareness campaigns, co-marketing events, rebates, performance incentives, price supports, advertising and trade shows at a reduced cost, benefiting the company and their partners. The companies that invest heavily in channel marketing fund management programs, however, often lack visibility regarding how those funds are actually being spent and have difficulty tracking the impact of individual funds programs on sales.

And when using co-op funds, it's important for a company to document the processes for submitting claims and priors. The process of documenting channel marketing funds should also be easily understood by sales partners in order for these opportunities to benefit both sides that have made an investment. Channel marketing fund management software can pull all of these processes into a closed loop. From budgeting to allocation to claim to payment, a good software program can bring the submission and approval processes into documented workflows, so sales partners always know where to go to claim their channel marketing funds. These applications let companies set financial goals for their co-op fund, and allow them to easily track whether those goals are being met. Companies can use channel marketing fund management software to track mutual goals, calculate ROI for partners and the whole campaign, analyze campaign data, identify suitable partners for future marketing campaigns, and account for payments made to partners.

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