Prescriptive Marketing: Supporting Partner-Driven Demand

January 1st, 2018

Dara Schulenberg

With contributor:

Summary

Spending on partner-driven demand creation is rising as suppliers build greater numbers of partner-to-customer programs. B2B suppliers create partner-driven demand through channel partners by offering a list of assets and tools, then expect to be able to whip up their own programs. Unfortunately, most partners have limited resources and expertise to execute these programs and require guidance of partners through their planning and execution stages. In this report, we explain how suppliers can improve demand marketing results. This can be accomplished using a prescriptive marketing approach that supports partners with field-level guidance on how to select and use program components.

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