Selecting the Right Metrics to Optimize the ROI of Channel Incentive Programs
The quest for ROI supporting channel programs has never been greater. Various incentives offered at every level of the demand chain to influence behavior at each phase of the transaction represent a large portion of the overall channel budget. The broad range of incentive programs offered by vendors—including: MDF, Rebates, SPIFs, end user purchase incentives, and even deal registration—make the challenge of isolating the effectiveness of any one program seem daunting. This eBook is designed for channel marketers as a guide to select and report on the appropriate metrics to use as a foundation for launching new programs, or optimizing existing programs.
Channel Incentive Study B2B Technology Industry Report
CCI conducted a study in Q4 of 2010 to assess the utilization of various incentive program types and their relative importance and/or effectiveness as perceived by both the vendor community and its channel partners. The incentive program types spanned a broad range to include: Co-op/MDF, SPIF programs, rebates, opportunity management rewards, trade-in programs, and end-user purchase rebates. Separate surveys were tailored for vendor and partner audiences with the goal of identifying similarities as well as differences between the two (manufacturers/vendors and their channel partners).
Aberdeen Research Brief: Enabling Best-in-Class Performance in Your Channel
This Aberdeen Research Brief provides a detailed exploration of a key findings from a primary research study on channel incentive programs, including key performance indicators, Best-in-Class insight and vendor insight.
eBook: Improving ROI on Channel Investments through Joint Marketing Planning
Creating Joint Marketing Plans between Marketers and their Channel Partners provides mutual benefits, including improved alignment of sales and marketing strategies, accurate and forecastable sales targets and business outcomes, and informed investment decisions. Planning processes, however, have historically been labor intensive and cumbersome, thereby limiting their use to large partners who warrant the investment in time and money. Automating Joint Marketing Planning streamlines the process, enabling its use for a broader partner base – resulting in greater ROI on channel spending and improved channel relationships overall.
Measuring ROI From Your Co-op/ MDF Program
This document covers best practices and trends that impact the program design, measurement and execution of your promotional allowance program. It should be noted that specific application of these practices will vary depending upon the product type promoted and the go-to-market strategy. Whether your company currently has a program or is planning one, the practices recommended here can be applied to help ensure optimal return on investment from your promotional allowance program.
Financial Considerations for Global Channel Programs
Deploying and sustaining a successful global channel program requires careful consideration, specifically with respect to financial elements. Challenges posed beyond financial controls, such as local, legal and change management requirements, must also be carefully evaluated to ensure your program objectives and goals will be achieved when expanding your channel sales and marketing program into the global arena.
eBook: Optimize Your Incentive Strategy Throughout the Demand Chain
Marketers relying on indirect channels undertake unique challenges to capture partner mind share and maintain sales velocity throughout the demand chain. A comprehensive incentive strategy can help overcome these challenges.
Leading Practices in Channel & Trade Promotion Programs
Knowing how to develop, manage and measure channel and trade promotion programs that will endure changes in the economic and legal landscape and the scrutiny of “investors” can be challenging at times. The purpose of this white paper is to provide channel professionals with leading practices in channel and trade promotion programs that can ride out such challenges now and in the future.
Best Practices for Deal and Opportunity Registration in Channel Marketing Programs
Over the last few years, deal registration programs have evolved from simple mechanisms for providing additional margins to partners to closed loop systems that are designed to influence partner behavior that impacts key business objectives. Also, deal registration programs that were targeted primarily where the price point was high and the sales cycle was complex are now increasingly aimed at products that have lower price points and shorter sales cycles. In response to the changing landscape of channel programs, many companies have re-thought and re-launched their deal and opportunity management initiatives.
Exploiting the Benefits of Lead Referral Programs as a Profitable Marketing Tool
This eBook is a primer for organizations who are considering the addition of a referral program as a lead generation marketing tool. Referral Programs are an increasingly popular resource for marketers to add new sources of revenue or to streamline sales processes with existing business partners. Effective referral programs typically generate higher close ratios at a lower cost of acquisition than other marketing programs.
eBook: FAQ’s- Incorporating Joint Marketing Planning Into Your Channel Strategy
This eBook presents a primer to help vendors design a Joint Marketing Planning (JMP) process into their channel strategy. It represents best practices gleaned from leading channel marketers and is intended for an audience who don’t currently practice Joint Marketing Planning, but may be in the process of designing such a system and related policies. It is also beneficial for marketers who may be practicing JMP, but feel the current program and process aren’t optimized to their full potential. The insights presented here offer general business practices and processes and are not bound by any special software or systems to implement.
