Co-Marketing with Channel Partners: Expand Your Marketing Reach with Channel Marketing Funds

Take a look at how brand owners and their channel partners are improving their collaboration on co-marketing with a streamlined closed-loop process supported by the SAP Customer Relationship Management application.

As organizations seek new ways to increase brand awareness and generate demand in more complex market environments, there has been a renewed interest in co-marketing programs. But this time around brand owners have a new focus: they are moving away from viewing these funds – often referred to as market development funds or co-op funds – as simply an expense for the benefit of their partners.

They are increasingly looking at their channel marketing funding programs as a way to increase their overall available marketing budget by augmenting and leveraging the marketing budgets of their channel partners. Thus, brand owners can expand their own marketing reach in a cohesive and strategic fashion.

While co-marketing programs can provide substantial benefits for both brand owners and channel partners, their implementation entails significant challenges regarding the effectiveness of the funded activities, the efficiency of the funds and claims process, as well as legal compliance. Information technology plays an important role in coping with these challenges and maximizing the benefits.

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SAP Customer Relationship Management

CONTENTS
3 Overview
4 Generating Demand with Channel Marketing Funds
4 The Purpose of Channel Marketing Funds
5 Two Brands Are Stronger Than One
5 Key Challenges of Co-Marketing Programs
6 Increase Effectiveness of Marketing Funds
6 Intelligent Planning – Derived from the Brand’s Strategic Goals
6 Aligned Execution – Leveraging Brand Identity and Best Practices
7 Analysis of Outcomes – to Enable Data-Based Decision Making
8 Improve Interaction and Transactional Efficiency
8 Automate Processes from End to End
8 Implement Online Self-Services
9 Comply with Legal Requirements
9 Consistency: Ensure Fair Treatment of Partners
9 Transparency: Provide Visibility into Processes
9 Auditability: Drive Financial Accountability
10 Driving Top-Line Growth and Bottom-Line Savings
10 The Need for an Integrated Solution
11 Marketing Cooperation for Mutual Benefits

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