Filter Posts
Every quarter, the report says the same thing. The HVAC co-op marketing budget you set aside for contractors is mostly untouched. A handful of dealers claimed against it. The rest of the network left the money where it sat. By the time the fiscal year closes, a large share of the allocation expires without ever reaching a… Continue reading Why HVAC Contractors Ignore the Co-op Funds You Give Them
Brands buy a channel partner platform to consolidate. Programs, funds, assets, and reports move into one login instead of twelve. That is the pitch, and it understates what the software actually decides. The pillar on automotive channel partner management made the case that the real constraint is program sprawl, not budget. The fix is fewer, clearer programs, all run from… Continue reading How a Channel Partner Platform Improves Dealer Participation and Marketing ROI
How a brand allocates funds to its partners can often be the difference between a stagnant program and a thriving channel ecosystem. When it comes to channel fund allocation models, two approaches dominate the discussion: tiered and flat allocation. Both are designed to support partner success and drive engagement, but they take very different paths… Continue reading Channel Fund Allocation Models: Tiered vs. Flat Funds for Channel Growth
Co-op programs are foundational tools that help brands extend their channel marketing reach through local partners. But not all programs are created or managed the same. Industry dynamics, partner capabilities, and sales cycles all shape how industries do co-op fund allocation. These factors also affect how brands from different industries execute marketing campaigns and how… Continue reading How Different Industries Do Co-op Fund Allocation and Management: A Comparative Study
Co-op funds are often seen as a benefit that channel brands offer their partners. These funds are a financial support to drive local marketing, increase sales, and strengthen brand presence. On paper, it looks like a win for everyone involved. Behind the scenes, poor co-op management often leads to inefficiency, confusion, and lost revenue. … Continue reading The Hidden Costs of Non-Strategic Co-op management
Table of Contents Understanding the Value of Co-op Fund Management Co-op marketing funds are a key investment in channel marketing. These funds help channel partners run local marketing campaigns, boosting brand visibility and sales. When managed well, they create a win-win scenario by providing partners with financial support. At the same time, businesses can… Continue reading The Ultimate Guide to Co-op Fund Management: Allocation & ROI Optimization
National promotions and campaigns play a pivotal role in a channel business’s marketing strategy. The campaigns create broad awareness and reinforce brand messaging on a large scale. Through Channel Marketing (TCM) helps ensure the success of these campaigns by aligning national messaging with local execution. A strong national campaign can create buzz, but without local… Continue reading How to Make National Promotions Work Locally with Through Channel Marketing
Self-service portals are reshaping the dynamics of channel partnerships. Imagine a world where channel partners no longer wait for approvals or sift through endless email chains for resources—they access everything they need, from marketing materials to performance insights, with just a few clicks. This evolution of self-service portals for channel partners aligns with a growing… Continue reading The Rise of Self-Service Portals for Channel Partners and Their Impact
It’s time for March Madness and 68 women’s and men’s college basketball teams are looking to conquer their bracket matchups in pursuit of a national championship. Much like a successful basketball team working in unison to win a game or tournament, a championship caliber channel marketing program starts with thinking in terms of solutions, not… Continue reading Solutions, Not Tools, Lead to Channel Marketing Outcomes
When it comes to channel marketing, the most successful brands should always seek firms that serve as strategic partners, not vendors.
As more brands look to enhance their channel marketing programs with “last mile” digital marketing solutions for their dealers or distributors, a key to successfully delivering desired outcomes is having a holistic and integrated offering that addresses all phases of the path to purchase within the sales funnel.
Today’s most successful co-op programs are driven by sound strategy, a powerful brand and channel partnership, and desired outcomes that are clearly defined and measured. How are channel marketers accomplishing this renewed co-op success? They are utilizing a multi-faceted funding model, a segmented approach to channel partner engagement, leveraging data to provide meaningful insights and utilizing new technologies within their overall channel marketing ecosystem.
Today’s most successful co-op programs are driven by sound strategy, a powerful brand and channel partnership, and desired outcomes that are clearly defined and measured. How are channel marketers accomplishing this renewed co-op success? They are utilizing a multi-faceted funding model, a segmented approach to channel partner engagement, leveraging data to provide meaningful insights and utilizing new technologies within their overall channel marketing ecosystem.
