Research Articles

These days, b-to-b organizations trying to sell their products, solutions and services through channel partners are a dime a dozen. There are some suppliers, however, that have elevated partner recruitment, joint demand processes, partner enablement and/or performance measurement to best-in-class levels, far outdistancing their peers. Who are these trailblazers, and how have they transformed their channel programs to achieve better results? View this OnDemand to find out!

• If a brand is not authentic and trustworthy, increasing awareness will likely do more harm than good
• Organizations must understand how well positioned their brand is among customers, prospects and influencers
• The path toward achieving a best-in-class brand is rarely linear; focus on internal excellence and consistency rather than random acts of awareness

• Channel marketing executives struggle to pinpoint performance data that offers insight into their demand creation efforts
  
• Much of the success or failure of the function’s contribution can be boiled down to a handful of demand creation metrics
  
• This brief identifies and defines the metrics that should be reported to senior management with regularity

• Social accounts that have grown stagnant should be audited to determine whether they should be consolidated
• Perception, engagement, buying cycle stage and closed business are the most relevant criteria for gauging a social account’s impact
• Proper weighting of criteria is critical to understand the true relevance and value of a social account

• Few organizations apply the rigor to long-term lead nurturing that they should
• Effective long-term nurture programs establish consistent processes for the entry and treatment of contacts in these programs
• Responsive leads should be moved from long-term nurture flows into more targeted flows or advanced to a qualifying function