Case Study

Veeam: Channel Demand Excellence Propels Growth Of Low-Touch Partners

August 18th, 2021
Kathy Contreras, VP, Principal Analyst
Kathy Contreras VP, Principal Analyst

Summary

Enhancing partner marketing capabilities continues to be both a priority and a challenge for channel marketing organizations. Due to factors such as partners’ lack of marketing resources, related knowledge and skill, and low partner adoption of channel demand programs and marketing funds, suppliers struggle to successfully drive demand activities with channel partners. These challenges are heightened with smaller, often low-touch, partners within a supplier’s partner ecosystem. In this case study, we describe how Veeam Software launched an in-house marketing concierge program focused on improving unmanaged partners’ demand capability, program adoption, and execution.

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