Pre-Packaged Partner Marketing Plays

January 1st, 2018

Dara Schulenberg

With contributor:

Summary

B2B organizations look to their partners to adopt and participate in demand programs that contribute to pipeline must identify and solve for gaps in partner execution capabilities. Suppliers often leverage channel marketing incentive funds (e.g., market development funds, launch funds, discretionary funds) to execute through-partner marketing activity. Unfortunately, many B2B suppliers offer these funds with little guidance on the best way to use them, leading to wasted resources, frustrated partners, and lackluster results. In this Forrester report, we discuss a new approach to developing, delivering, and executing prescriptive pre-packaged channel demand creation programs.

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