Channel marketers in major technology companies are skilled and experienced professionals. Almost always they have at their disposal marketing platforms that enable partners to access data, content, templates, white papers, infographics, videos and “how to” playbooks. MFD funds are available to encourage partners to take advantage of all these assets. And campaigns are created particularly for partners to exploit.

But all too often these initiatives end in, at best, qualified success through a spectrum of mild disappointment to finger pointing and acrimony. Why does this happen?

This issue is especially prevalent with smaller partners. Those at the top of the channel food chain can usually look after themselves. But for others the following challenges have a detrimental effect on performance:

• Channel programs at scale do not account for individual nuance in the partner community
• Some vendors do not know enough about the smaller partners to segment properly
• MFD funds, widely dispersed, are often too small to make an impact although the aggregated sum may be large
• Partners do not have the resources to make the most of the tools and funds
• All these factors combine to make for misaligned expectations

Demand Studio has developed a solution to help solve these challenges – our Partner Marketing Maturity Assessment.

This goes deeper than the normal partner profile which typically assesses size, geography, and technical skills. We provide insight into the marketing and sales capabilities of partners at the lower end of the scale to indicate what campaigns they can deliver within their capacity.

This is how it works:

What the Assessment will achieve:

• Enables segmentation to aid marketing program development and allocate appropriate resources for partners
• Pinpoints gaps and opportunities to improve a partner’s ability to execute marketing campaigns driven by vendors
• Identifies partner needs and wants for marketing and sales support
• Deepens the relationship with existing partners, and builds loyalty and trust in co-funded campaigns

We will deliver:

An appraisal of partners on a maturity scale, and a detailed Output Report outlining capabilities and types of programs they can successfully execute

Contact us to find out more!