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Channel Demand

SiriusDecisions helps channel marketing leaders forge better relationships with their channel partners, align their partners with the right programs to deliver successful results, and clearly demonstrate ROI. Our service combines our channel marketing experience with SiriusDecisions’ breadth of demand creation expertise, giving you access to an unparalleled level of intelligence and practical advice.

How SiriusDecisions Helps

  • We help you form demand creation strategies for channel partners that increase demand and accelerate conversions
  • We share expertise on how to best motivate partners to use demand creation programs
  • We provide insight into matching marketing tactics with buyer needs to ensure success for partner marketing efforts
  • We help organizations shape all aspects of their channel partner demand programs by providing advice on funding, metrics, tactics and timing
  • We help you identify and engage the right partners in the right programs
  • We provide prescriptive guidance for establishing a channel demand program
  • We provide a consistent, scalable approach for driving partner-led demand creation
  • We offer tactical as well as strategic advice and insight

Key Issues

How do you keep partners engaged?

How do you motivate partners to adopt your channel demand program?

How do you measure the ROI of your channel demand program? What is your approach to establishing marketing to partners, through partners and for partners?

What is your approach to establishing marketing to partners, through partners and for partners?

How do you build a better lead management and measurement process for partners?

Who owns the leads, how do you manage them, and what partner SLAs do you have in place to follow up and report on leads?

Which channel demand metrics do you track, and what does success look like?

Success Stories


"Allowing [our clients] to utilize the services we’ve put together through the services program outreached their marketing efforts as a whole."

Tina Petrigan, Partner Program Administrator

Read client story here

"We were able to deliver a flexible and differentiated approach to partner demand creation, resulting in higher-quality leads and greater marketing-generated pipeline."

Former Senior Director of Global Channel Marketing

Read client story here

The SiriusDecisions Advantage

SiriusDecisions’ proven frameworks, research and extensive expertise enable us to provide our customers with valuable insights into all aspects of channel demand creation. We have more intelligence about channel demand creation technology solutions than any other research firm. We equip our customers with the tools they need to optimize channel demand generation.


Results You Can Expect

Increased level of partner adoption for channel demand programs

Improved channel demand execution capability and ROI

More predictable channel demand creation results

Increased lead generation and pipeline contribution

Higher utilization of market development funds (MDF) and incentive funds

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