Accelerate your channel sales efforts and empower your Channel Partners to market your products more aggressively while still protecting your critical brands, messages, and offers. Channel partners can conveniently browse pre-approved marketing materials, personalize them and order online 24×7.
Corporate sales and marketing teams have never been pushed harder. Year after year they are called upon to produce more sales with smaller budgets and fewer resources. These teams need to build highly successful marketing programs that won’t break the bank. Of course, the only way to accomplish this is to become extremely effective.
This is difficult enough in a centralized organization where sales and marketing are both in the same building. However, in order to better serve the customer, the modern sales organization is often distributed around the country, or even the globe. The marketing team remains centralized to assure the continuity of brands, messages, and offers; while avoiding duplication of effort. This is the anatomy of a distributed enterprise.
There is also a much greater reliance these days on indirect channel partners to meet sales targets: value added resellers, distributors, agents, or even franchisees. Channel partners need to be highly effective as well; but quite often the corporate marketing team has little control over how aggressively partners market. Hundreds of millions in co-op advertising dollars and market development funds go unused every year.
Channel partners who choose to market aggressively are quite often pushing their own message rather than the channel owners. Corporate marketing departments spend millions each year developing brands, messages, and offers that correctly position the company and underscore the value proposition. Yet, with only a few simple missteps, a channel partner can erode years of investment in branding and messaging.
To avoid this pitfall some distributed enterprises take the opposite approach and centralize all lead generation and marketing programs. Programs are created and managed directly through the corporate marketing organization. The leads that are captured are ranked and routed to channel partners – a large portion of which are never followed up on.
This is not an act of malice on the part of the channel partner. Partners may already have their hands full with existing leads; they may be focusing on products with proven close rates, rather than the latest and greatest offerings from the factory; or the leads coming from corporate do not match their unique profile. In marketing organizations where lead follow-up is strictly enforced, the outcome is similar to making the channel partner dance in the dust by shooting at their feet.
So what is the answer? How can distributed enterprises empower local channel partners to market aggressively; while still protecting their brands, messages, and offers? How do these organizations achieve maximum effectiveness and increase sales; while still driving down the cost of marketing?
The Channel Marketing Portal allows distributed enterprises to display all corporate approved marketing materials online. Channel partners from around the globe can browse pre-approved marketing materials and order online. Co-branded materials can be customized in minutes using the same easy-to-use interface. This tool also ties together corporate marketing, channel partners, and production partners so that they all know the exact status of any order or marketing program – at any point in time.