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Channel Marketing Planning and Measurement

B-to-b leaders should approach the annual marketing planning process with the same type of focus that an expert player brings to a strategic game – determining actions based on defined goals, while considering the goals and actions of other players. Channel marketers must develop annual plans by focusing on their function’s goals, while being aware of the goals and actions of other functions and organizations. One of the challenges that all marketing organizations have in common is the need to translate key business objectives into concise goals and actions. Leaders must be able to clearly communicate these to executives, and across related functions and teams. Although the annual planning process may appear complex, it can be broken down into a finite number of elements, and a template can be used to facilitate plan creation.

How SiriusDecisions Helps

  • We help clients make the right investments to achieve channel goals and objectives
  • We guide clients through the development and execution of their channel marketing planning process
  • We facilitate alignment, collaboration and interlock between channel marketing and other functions
  • We provide guidance to our clients on defining the channel marketing budget
  • We help clients measure the results and demostrate the value of their channel marketing programs

Key Issues

What is your approach to strategic planning and alignment to corporate goals for channel marketing?

How do you identify and gain the necessary resources to achieve channel goals and objectives?

How do you make and defend investment decisions?

How do you get organizational buy-in and deliver results quickly?

The SiriusDecisions Advantage

As experienced channel marketing practitioners, our analysts and consultants are well-equipped to tackle the complex challenges faced by channel marketing leaders. Our familiarity with both sides of the equation — supplier and partner — gives us a unique perspective that has earned us the trust of many organizations.


Results You Can Expect

A formalized channel marketing planning process

Validation of supplier channel marketing plans

Improved execution capability across channel marketing and partners

A channel marketing plan created to make a demonstrable impact to the bottom line

Increased likelihood of plan and budget approval

Take Action