HomeResearch Articles Pre-Packaged Partner Marketing Plays

Pre-Packaged Partner Marketing Plays

  • B-to-b organizations look to their partners to adopt and participate in demand creation programs that generate leads that contribute to pipeline
  • Suppliers must design their through-partner demand creation efforts by taking a prescriptive approach to designing, delivering and executing pre-packaged demand creation programs
  • Suppliers often leverage channel marketing incentive funds (e.g. market development funds, launch funds, discretionary funds) to execute through-partner marketing activity
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