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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

Explore the Technologies and Services That Drive the B-to-B Revenue Engine

The SiriusDecisions B-to-B Technology Universe organizes technology and services around the disciplines of the revenue engine: marketing, sales and product. Our coverage is then further aligned to the priorities of our clients within those disciplines.

Channel Demand

Explore the technology and services that SiriusDecisions recommends to enable you to solve for this specific priority.

  • Channel data management

    Provides a combination of software, analytics tools and database access to help suppliers gain greater visibility into channel performance.

  • Channel marketing and management

    Enables channel partners to engage in demand creation activities, and helps suppliers maintain brand integrity and messaging consistency.

  • E-commerce

    Enables organizations to generate revenue online by providing the infrastructure needed to conduct business on Web sites.

  • Event management

    Provides marketers with a range of solutions to improve event logistics and/or event experience for organizers and attendees.

  • Marketing automation platform

    A marketing automation platform enables the seeding, creation, nurturing and acceleration of demand among prospects and customers.

  • Partner relationship management

    Optimizes a supplier's interactions with channel partners and provides intelligence to strengthen relationships.

  • Profile data management

    Helps users acquire, validate, transform and enrich contact and account data.

  • Social media intelligence and management

    Critical component for listening to and analyzing market trends and capturing brand, product and audience insights.

  • Translation and localization

    Helps organizations translate and localize their digital and non-digital content assets into multiple languages.

  • Web analytics

    Tracks activity and engagement of visitors to help marketers measure their marketing and Web site activities.

  • Webinar technologies

    Offers the ability to stage and control a range of online events and meetings via multiple hardware platforms.

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

Additional Offerings

Account-Based Marketing in the Channel for Suppliers SiriusPathway

Customer Engagement in the Channel for Suppliers SiriusPathway

Pipeline Acceleration SiriusPathway

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