PARTNERS ’ PERSPECTIVE
Decisions on where to allocate marketing funds are being made in near real-time , based on data generated within marketing automation systems . some partners to come to think of MDF as something akin to an entitlement programme that offsets some of their lifestyle costs .
The fine line channel managers need to walk is holding partners accountable for marketing funds in a way that doesn ’ t discourage them from ever taking advantage of MDF in the first place . The
best and only way to achieve that goal is to rely on a transparent channel platform that provides the visibility needed to quickly see who in the channel is doing precisely what with those marketing funds at any given time . That way you are creating a win-win between the vendor and the channel community . •
Marketing funds
Of course , the only thing more frustrating than marketing funds poorly spent is money that is never spent . Every channel manager knows there are pockets of MDF that never gets paid-out . Primarily because channel partners are unaware they exist . As a result , it vital that channel managers develop and promote a platform that is centrally managed as a means of notifying partners what funds are available and how best to qualify to access them . Best of all , the management of that spending occurs within a framework that any corporate auditor can quickly follow .
Naturally , we all know a poorly managed channel marketing programme can be easily exploited . It ’ s not uncommon for
INTELLIGENT TECH CHANNELS
INTELLIGENT TECH CHANNELS Issue 38
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