HEADLINE RUNS HERE AND
HERE AND HERE
SUBHEADLINE RUNS HERE AND
HERE AND HERE AND HERE
CO-MARKETIG WITH
CHANNEL PARTNERS
EXPAND YOUR MARKETING REACH
WITH CHANNEL MARKETING FUNDS
White Paper
SAP Customer Relationship Management
CONTENT
3 Overview
4 Generating Demand with
Channel Marketing Funds
4 The Purpose of Channel Market-
ing Funds
5 Two Brands Are Stronger Than
One
5 Key Challenges of Co-Marketing
Programs
6
Increase Effectiveness of
Marketing Funds
6
Intelligent Planning – Derived from
the Brand’s Strategic Goals
6 Aligned Execution – Leveraging
Brand Identity and Best Practices
7 Analysis of Outcomes – to Enable
Data-Based Decision Making
8
Improve Interaction and
Transactional Efficiency
8 Automate Processes from End
to End
8
Implement Online Self-Services
9 Comply with Legal Requirements
9 Consistency: Ensure Fair Treatment
of Partners
9 Transparency: Provide Visibility
into Processes
9 Auditability: Drive Financial
Accountability
10 Driving Top-Line Growth and
Bottom-Line Savings
10 The Need for an Integrated Solution
11 Marketing Cooperation for Mutual
Benefits
Overview
As organizations seek new ways to increase brand awareness and generate demand
in more complex market environments, there has been a renewed interest in
co-marketing programs. But this time around brand owners have a new focus:
they are moving away from viewing these funds – often referred to as market
development funds or co-op funds – as simply an expense for the benefit of
their partners. They are increasingly looking at their channel marketing funding
programs as a way to increase their overall available marketing budget by aug-
menting and leveraging the marketing budgets of their channel partners. Thus,
brand owners can expand their own marketing reach in a cohesive and strategic
fashion.
While co-marketing programs can provide substantial benefits for both brand
owners and channel partners, their implementation entails significant challenges
regarding the effectiveness of