Categorized as Channel Marketing, Customer Experience, Return on Investment, Strategy

Elevating Channel Partners’ Marketing Performance: The Power of Advertising

elevating performance

This is the fifth in a series of articles based on Channel Fusion’s Channel Outcomes Research conducted in partnership with the University of Iowa Marketing Institute.


In the dynamic world of business partnerships, staying ahead of the curve is essential for success. Channel partners, who play a crucial role in a brand’s marketing ecosystem, require constant attention and support to maximize their marketing performance. According to recent survey data included in the Channel Fusion Channel Outcomes Research conducted by the University of Iowa Marketing Institute, a primary concern for decision-makers when it comes to improving channel partners’ marketing performance was access to marketing and advertising.


Let’s delve into the significance of this revelation and why it should be a focal point for channel program providers in aiding brands and channel partners to enhance their performance and satisfaction.

The Survey Insight

As part of the Channel Fusion Channel Outcomes research, the survey gauged the pulse of decision-makers in the realm of channel partnerships. Brand channel marketing participants were asked to rank, in order of priority, the areas they intended to focus on for the next 12 months in order to enhance their partners’ marketing performance. The results paint a clear picture of where the industry’s attention is directed.


Access to Marketing and Advertising Programs: This emerged as the greatest area of focus, signifying its paramount importance to decision-makers.


Marketing & Digital Education: A close second, highlighting the significance of keeping channel partners updated with the latest marketing and digital trends.


Brand Management/Compliance: This category shared the third spot with ‘Effective Co-op Spend,’ indicating their equal importance, albeit in different dimensions.


Effective Co-op Spend: While equally significant, it ranked slightly lower, signaling that optimizing cooperative spending remains a priority but not the top one.

The Implication

The survey results provide a compelling implication – for the next 12 months, channel program providers should prioritize efforts aimed at improving access to marketing and advertising resources. This imperative shift in focus stems from the recognition that success in channel partnerships hinges significantly on this aspect. Let’s delve into why this revelation is of paramount importance.


Empowering Channel Partners: Access to marketing and advertising resources empowers channel partners by equipping them with the tools and information necessary to effectively market a brand’s products or services. By providing them with the means to access high-quality marketing materials, promotional content, and advertising strategies, brands enable their partners to represent them better in the market.


Enhancing Marketing Collateral: In an age where digital marketing reigns supreme, having access to compelling marketing collateral is vital. This includes everything from branded graphics and videos to persuasive copy. A brand that ensures its partners have easy access to such materials not only maintains a consistent image but also makes it easier for partners to initiate and maintain marketing campaigns.


Streamlining Advertising Efforts: Advertising can be a complex and costly endeavor. However, when brands provide their channel partners with access to advertising resources, they simplify the process. This involves sharing ad creatives, data analytics tools, or even assisting with ad spend allocation. Such support not only increases the effectiveness of advertising efforts but also reduces the chances of misalignment.


Building Trust and Loyalty: When channel partners feel that their parent brand is invested in their success, it fosters trust and loyalty. By making access to marketing and advertising resources a top priority, brands send a clear message to their partners that they are committed to their mutual success. This can lead to stronger, more enduring partnerships.


Staying Competitive: In today’s hyper-competitive business landscape, staying ahead in marketing and advertising is essential. Brands that provide their channel partners with cutting-edge resources and insights ensure they are well-equipped to compete effectively. This is particularly crucial in industries where consumers have numerous options and are constantly exposed to new marketing trends.


Adapting to Digital Transformation: The rise of digital marketing has transformed the way businesses operate. Brands that prioritize access to marketing and advertising resources are more likely to adapt to this digital shift effectively. This includes harnessing the power of social media, online advertising platforms, and data-driven marketing strategies.


In the ever-evolving landscape of channel partnerships, the success of a brand depends on the performance of its partners. The Channel Fusion Channel Outcomes research results have unequivocally pointed out that decision-makers view access to marketing and advertising programs and capabilities as the most critical area of focus for the next 12 months. This revelation is not to be taken lightly.


For channel program providers, this insight serves as a beacon guiding their efforts to support brands and channel partners in their quest for enhanced marketing performance. By facilitating access to marketing and advertising resources, channel program providers play a pivotal role in empowering channel partners, improving marketing collateral, streamlining advertising efforts, fostering trust and loyalty, staying competitive, and adapting to digital transformation.


In essence, prioritizing access to marketing and advertising programs and capabilities is not merely a suggestion; it’s a strategic imperative that can drive success, growth, and sustainability in the world of channel partnerships. As brands and channel partners work together to navigate the complex marketing landscape, channel program providers can be the bridge that ensures they have the resources and tools they need to thrive in this dynamic environment.


About Channel Fusion

For more than 20 years, Channel Fusion has been delivering strategy, customer experience and return on investment outcomes for brands and their channel partners with a wide variety of solutions and industry expertise. We continue to invest in the overall ecosystem of our channel marketing offering to ensure our clients can provide their channel partners with an optimal customer experience to drive results. Our core technologies and connected platform are supported by a team of customer-centric “Fusers.” Let us know if you’d like to learn more about how we deliver desired outcomes for brands and their channel partners.


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