Keep Right Blog

Ensure Every Partner Marketing Dollar Is Working For You

Partners are bombarded daily with information about myriad vendor products, programs and offerings.  It’s so much information, in fact, that some partners throw up their hands and forego the investment of time and marketing development funds altogether—ultimately robbing you of their reach and connection to the customer. 

While millions of dollars are extended to partners each year, many companies remain resistant to a disciplined process for executing demand generation activities at the partner level, citing things like:

  • We don’t have enough people to work with partners to develop integrated marketing programs.
  • Our product marketing people will never agree on priorities, therefore, everything is a priority.
  • We’ve got all we can do to keep ahead of our own sales force, much less engaging early-on with indirect channels.
  • …And, many other ways to rationalize a sub-optimal process.

  • So, here are five sure-fire best practices to increase your time to market, minimize partner headache (or worse, apathy), and ensure every partner marketing dollar is working for you:

    1. Integrate partners into your demand generation initiatives from the get-go. The best bang for the buck is for partners to have a clear way to plug in to your corporate demand generation programs, including themes and tools.  With you at the hub, and partners as the conduit, you are optimizing all avenues to the customer.  This doesn’t mean you forego greenfield funding or one-off partner promotions, but that those opportunities are select and strategic.  So, when your corporate marketing department rolls out its next company demand generation program, challenge yourself to identify how each channel type will plug in to your initiatives early-on.

    2. Give partners what they need to support your brand (but don’t expect them to build your brand). This is especially challenging in light of the myriad social media channels, but be sure to share readily your messaging and value propositions with your partners.  It will make it easier for them to support your brand and ensure a consistent story.

    3. The fewer, higher dividend programs, the better.  The most experienced product/service providers run two (sometimes three) large scale, integrated, marketing initiatives a year, with a few smaller scale programs sprinkled in for good measure.  It takes time to tee up all the various demand generation vehicles, and moreover, it takes time for your messages and value propositions to reach your customers.

    4. Not every program is right for every channel.  Just like not every customer is going to respond to all your various outreach avenues, some channels are better equipped to deliver on certain aspects of your customer outreach initiatives then others.  Take the time to identify, and ideally, test, which channels are most equipped to plug in where. This minimizes overwhelm for your partners and sends a message that you understand their value.

    5. Coordinated initiatives take time. To do this right, give yourself, minimally, a six-month planning horizon with your top partners.  Some companies bring their top partners together twice a year to tell them what’s coming in six months, then ask their partners to submit their partner marketing plans for approval within 30 days (with the help of your channel marketing team).  If plans are submitted in line with your demand generation initiatives, approval is quicker, and partners can get going with the necessary time to begin execution.

    Here’s to helping your partners keep their heads above water when it comes to maximizing use of valuable channel marketing development funds. 


    April 10, 2013  ·  

    32 comments so far. (Post your own)

    #2 | On July 11, 2017, lauratrott said:

    I am very impressed your discuss reminders about 5 Key Questions to Strengthen Your Partner Value Proposition because your detail very simple and deeply. Now a days student want to read these type of blog and they take interest in it but the reason of their coursework so they take help from

    #3 | On December 11, 2017, Kathie said:

    This is a really important question. As my dad says, “money should work” means, even when someone else has your money smile The most significant point (as we at think) is trusting your partners.

    #4 | On January 24, 2018, selfie said:

    Wishing you the best of luck for all your blogging efforts.This is my first opportunity to chat this website. I found some interesting things and I will apply to the development of my blog.
    MBA college in punjab

    #5 | On February 05, 2018, windows 10 said:

    Grab the best way to get administrator command prompt windows 10 in your pc lets move your cursor the left bottom of your home screen and click right and get the admin command prompt.

    #6 | On February 06, 2018, Gdg said:

    Our academic pursuits, along with a range of extracurricular activities, help in honing a child’s skills and ensuring that he/she grows to be a mature and responsible citizen.

    Best school in greater noida

    Admission 2018 Best school in greater noida

    #7 | On February 23, 2018, dogra said:

    The author has written an excellent article. You made your point and not much to discuss. It’s like this universal truth that you can not argue with the truth is not universal, everything has its exception. Thanks for this information
    Best School in rajasthan
    Best CBSE Boarding School in NCR

    #8 | On April 02, 2018, Cloves said:

    That is very helpful for increasing my knowledge in this field. Cloves

    #9 | On April 02, 2018, Remedies For Snoring said:

    I think this is a standout amongst the most critical data for me. What"s more, i"m happy perusing your article. Be that as it may, ought to comment on some broad things Remedies For Snoring

    #10 | On April 03, 2018, Broccoli said:

    pleasant bLog! its fascinating. much obliged to you for sharing.  Broccoli

    #11 | On April 03, 2018, Remedies For Insomnia said:

    Hi! This is my first visit to your blog! We are a team of volunteers and new initiatives in the same niche. Blog gave us useful information to work. You have done an amazing job! Remedies For Insomnia

    #12 | On April 03, 2018, Boric Acid Uses said:

    Hi! This is my first visit to your blog! We are a team of volunteers and new initiatives in the same niche. Blog gave us useful information to work. You have done an amazing job! Boric Acid Uses

    #13 | On April 03, 2018, Guava said:

    Your music is amazing. You have some very talented artists. I wish you the best of success. Guava

    #14 | On May 09, 2018, joel said:

      mba top 10

    #15 | On May 09, 2018, joel said:

    I think this is a standout amongst the most critical data for me. What"s more, i"m happy perusing your article. Be that as it may, ought to comment on some broad things. mba top 10

    #16 | On September 12, 2018, asds said:

    visit : atap membran jakarta
    visit : jual atap membran murah

    #17 | On October 10, 2018, shine said:

    Mmm.. estimable to be here in your report or notify, whatever, I repute I should moreover process strong for my have website want I play some salubrious further updated busy in your location. 123movies

    #18 | On October 10, 2018, shine said:

    This is very useful, although it will be important to help simply click that web page link: fmovies

    #19 | On December 04, 2018, MS Office Setup 365, Office.Com/Setup, Office Com said:

    MS Office Setup 365, Office.Com/Setup, Office Com Setup :- Office setup suite is an important set of software made to resolve the problems of inaccuracy and mistakes in documentations and presentation with the help of gear along with word & powerpoint.

    #20 | On December 04, 2018, MS Office Activate | Office.Com/Setup | Office Mic said:

    MS Office Activate | Office.Com/Setup | Office Microsoft Setup :- Get started with your Microsoft Office Installation you must need valid product key code. Visit when buying Microsoft Office for setup installation method. Our Certified specialists experts will assist you in Microsoft Office. [url=http://Www.Office.Com/Setup]http://Www.Office.Com/Setup[/url]

    #21 | On December 04, 2018, Office.Com/Setup | Microsoft Office Setup | Office said:

    Office.Com/Setup | Microsoft Office Setup | Office Com Setup :- - Online Support – Step by Step guide for office Setup, Download & complete installation online. We are providing independent support service if in case you face problem to activate or Setup office product. Www.Office.Com/Setup

    #22 | On December 04, 2018, Webroot.Com/Safe Webroot Activation, Www.Webroot.C said:

    Webroot.Com/Safe Webroot Activation, [url=http://Www.Webroot.Com/Safe]http://Www.Webroot.Com/Safe[/url] :- The exceptional Webroot antivirus help group they will Solve your trouble in short time with satisfactory outcomes. You simply call on our toll Free Number and connect with our professionals. Webroot Activate

    #23 | On December 04, 2018, Webroot LiveSafe Support Service - Webroot.Com/Saf said:

    Webroot LiveSafe Support Service - Webroot.Com/Safe Online :- Get instant and affordable antivirus support service at Webroot Technical Support. Our expertise team are always there to help you. WebRoot Com Safe

    #24 | On December 04, 2018, Bitdefender Install | Central.Bitdefender.Com | Bi said:

    Bitdefender Install | Central.Bitdefender.Com | Bitdefender Antivirus Support :- If you have any issues while downloading,installing Bitdefender Central Antivirus. If you can not find the license key, you can call on Bitdefender Support Centert Phone Number. You will get instant help from our technicians Supporting team online.

    #25 | On December 04, 2018, Www.Mcafee.Com/Retail Card | Mcafee.Com/Activate | said:

    [url=http://Www.Mcafee.Com/Retail]http://Www.Mcafee.Com/Retail Card | Mcafee.Com/Activate | Mcafee.Com/Mtp/Retailcard[/url] :- Get Started with your McAfee Setup by visiting and Enter 25-digit Activation Code to Setup Mcafee. [url=http://Www.Mcafee.Com/RetailCard]http://Www.Mcafee.Com/RetailCard[/url]

    #26 | On January 07, 2019, com/setup said:

    Install norton setup – Sign-in to you norton account and then Enter 25 digit alphanumeric norton setup product key on country and on next to start norton installation.We are the best norton Setup in US, Canada and Australia.

    #27 | On March 26, 2019, robard said:

    Nice Article.If your interested to know more about latest fashion trends visit click here

    #28 | On March 26, 2019, hrithik said:

    new email create account

    #29 | On March 28, 2019, said:

    awesome work!!!

    #30 | On March 30, 2019, said:

    latest updates!!!

    #31 | On April 18, 2019, said:

    Very Informative!! Curious to get more post like this.Keep it up and best of luck for your future blogs and posts.

    #32 | On May 15, 2019, said: - Norton is a well-known name in the market of the Antivirus and Security software. They offer a great many products for both personal use and business use. You can visit the and get your own Norton product now.

    #33 | On May 15, 2019, MyDrive Connect said:

    MyDrive Connect - Now you may TomTom Update using TomTom MyDrive Connect in Australia. TomTom Update, Register, Manage, Sync etc using TomTom Software Here

    Add Your Comments:

    Name: (required)

    Email: (required: will not be published)


    Remember my personal information

    Notify me of follow-up comments?

    Submit the word you see below: