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Channel Marketing Concierge
INCREASING THE SUCCESS OF
MARKETING PROGRAMS
WHITE PAPER
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With this reality in mind, a best-in-class
Marketing Concierge Program is a
win-win situation for partners and vendors.
A Marketing Concierge Program gives vendors
the extended marketing team to be able to
cover the co-marketing opportunity available
by galvanizing their partners out of marketing
lethargy.
Partners benefit because they are suddenly
supported in a tangible manner by vendors
and are able to spin up marketing campaigns
and programs that fulfil their own business
needs whilst aligning with the vendors brand
power.
The beauty of a Marketing Concierge Program
is that it provides vendors with a structured,
programmatic and scalable model to empower
hundreds if not thousands of partners to plan,
launch and measure campaigns.
Mostly Marketing Concierge Programs will
hinge on co-marketing automation platforms,
and these can provide powerful reporting
to be able to demonstrate ROI. However in
the reality of day to day business, channel
partners don’t always want to use a vendor
provided platform. This is one of the points of
vulnerability in terms of tracking ROI.
The solution relies on the ability to create
custom built master dashboards that will
amalgamate campaign outputs from a
variety of different marketing systems and
spreadsheets.
Not all channel partners have the time,
management bandwidth, resources, and skills
to effectively create marketing materials to
market their company. Nor do many vendors
have the time or know how to create effective
Master Dashboards and hence struggle to
prove the validity of their efforts.
In addition, having a Marketing Concierge
Program allows you to support the long-tail
partners in the channel. By making concierges
available to the long-tail, you are increasing
your ability to support the lower tiers as well as
new-to-the-program partners.
Let’s dive deeper into the Marketing Concierge
Program and see exactly how it helps the
partners and vendors.
Vendors are constantly searching for new ways to step up their game amongst the competition.
It is essential that the overall company ethos and channel sales strategy are at the forefront of your partner program design. Especially as these days competitor partner programs are always evolving.
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Customer success outcomes gravitate around three points:
>>Insert Sample reports here?
When creating budgets for the upcoming
year, choosing to invest in a Marketing
Concierge Program may be the perfect move
to dramatically grow pipeline. The cost and
time savings can prove to be highly beneficial
for partners and vendors. Without a Partner
Marketing Concierge, vendors are left hoping
that partners will lead with their brand instead
of a competitor’s. Partner Marketing Concierge
Agents step in to ensure partners successfully
lead their co-marketing program to victory.
Realistic objectives
Setting and exceeding partner (and vendor) expectations is top priority for concierges. To help vendors, Concierge Program Managers research partners to establish a marketing plan that benefits the partner and has the partners needs in mind. Objectives include the partners plan, budget, and goal ROI.
Innovation
The innovation and upgrades to partner portals is surely never-ending. Vendors must think ahead and become a value creation partner, not just a supplier. Vendors design and create eye catching assets that are co-branded and customizable for partners to utilize for their success and with the ability to integrate with partners CRM’s is a tremendous feat. In addition, having assets ready to go with a few clicks of a button and even providing a schedule for partners campaigns, leaves no stone unturned.
Measurability and transparency of KPIs and ROI
ROI relies on what is important to the partner. This can include metrics, total partner engagement, and even usage of MDF funds. ROI on MDF is the total amount of return on an MDF tactic. Partners are provided with partner portals for transparency of all campaigns and are able to see results of the campaigns in real time.
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INSPIRATION
A concierge program demonstrates vendor
enthusiasm and instills confidence in partners
by allowing partners to act in tandem and
gives a voice to their own marketing efforts.
Vendors provide co-branded options for the
partners to choose. This is like a menu of
marketing campaigns. This can include email,
direct and print mail, social media marketing,
paid searches, trade show hard goods and
more. The experience that a partner can have
is similar to that of a consumer purchasing an
item on Amazon for instance.
Through these many offerings and ideas, the
partner will be inspired to look at new markets
and even to revisit existing markets in new
ways.
COST SAVINGSPartners benefit from being able to access
professionally produced campaigns, funded
by the vendor, and available for online use at
no charge at all. This is a tremendous benefit
for partners that don’t have a marketing
department of their own, or whose marketing
teams are thinly stretched.
However having the time to navigate an
online platform and delivering a co-branded
campaign can still be overwhelming for many
partners, whose time is at a premium. That’s
where the Partner Marketing Concierge can
work their magic, by guiding the partner
through the process expediently and making
the partner experience seamless, painless and
most of all economical.
The Partner Marketing Concierge can also
help the partner to obtain partner funds
or MDF (Marketing Development Funds)
to support any custom campaign that the
partner may want to accomplish. This may
include new marketing funnel assets for new
vertical sectors, ranging from tweet sheets and
blogs to e-books and white papers, and tele
qualification campaigns to boot.
The concierge here will play that pivotal role
to prove the vendor achieves ROI, whilst at
the same time helping the partner to get the
vendor’s financial contribution to support his
marketing actions.
“The pressure Channel Chiefs are under in being asked to
demonstrate ROI on Channel spend is overwhelming.”
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EXECUTIONOne benefit of a Marketing Concierge Program
is that vendors are not only giving strategic
marketing guidance, but also helping to
execute campaigns on the partners’ behalf.
This ensures the partner can market the
vendor’s brand while still tending to day-to-
day needs.
The marketing concierge will help the partners
create marketing plans that will resonate with
their market and support them in creating co-
marketing content, and executing marketing
tactics such as, digital marketing, social
media marketing and listening, web design
and development, telemarketing and account
based marketing (ABM). Finally, the concierge
will help the partners register and close deals.
ROIA Marketing Concierge Program is a must
have for channel success. Depending on
the program needs, ROI can be achieved
in a matter of weeks and your partners will
appreciate the on demand support and
proactive outreach. ROI on MDF specifically
can normally be calculated within a short
window of time due to MDF funds expiring
each quarter.
Concierges provide a way to track the success
of the program. Beginning with partner
planning inputs (partner goals, marketing
plans and budgets, forecasts and ROI on MDF).
These inputs give the ability to track the
program by looking at actual program results
(leads, pipeline, closed revenue). Utilizing
quarterly reviews to discuss partner metrics,
goal performance and ROI, allows visibility into
what is working and what is not so that the
program stays on track and produces positive
results.
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Concierges provide a way to track the success
of the program. Beginning with partner
planning inputs (partner goals, marketing
plans and budgets, forecasts and ROI on
MDF). These inputs give the ability to track
the program by looking at actual program
results (leads, pipeline, closed revenue).
Utilizing quarterly reviews to discuss partner
metrics, goal performance and ROI, allows
visibility into what is working and what is
not so that the program stays on track and
produces positive results.
When creating budgets for the upcoming
year, choosing to invest in a Marketing
Concierge Program may be the perfect move
to dramatically grow pipeline. The cost and
time savings can prove to be highly beneficial
for partners and vendors. Without a Partner
Marketing Concierge, vendors are left hoping
that partners will lead with their brand
instead of a competitor’s. Partner Marketing
Concierge Agents step in to ensure partners
successfully lead their co-marketing program
to victory.
Q2 1213 Q1 233
Q2 498 Q1 127
Q2 983 Q1 321
3375
Marketing Activities Executed
Social Media & Email Campaigns
Partner Marketing Plans
Partner marketing plans outining
concierge activity
SALs GeneratedSales Agreed Leads
generated for partners
Registered LeadsLeads Registered on SFDC
Results after 1 Quarter
DASHBOARD SNAPSHOT - Q1 2020 & Q2 2020 KPI COMPARISON
1213
498
983
127
321
233
Q1 ACTIVITIES
Q2 ACTIVITIES
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COMPETITION IS FIERCER THAN EVER.
WE ARE YOUR EDGE.
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In today’s global market, companies around the world are fighting for the same business, threatening established sales channels, markets and relationships. Technologies such as cloud and big data are making the traditional ways of doing business extinct. Customers armed with market knowledge and product information are demanding more.
Without an experienced guide and the right toolkit, you can easily lose your way and fall prey to the competition. To thrive in this environment, you need Gorilla’s channel experience on your side. Over the last two decades, through all kinds of market conditions, we’ve created and managed more than 6,000 successful projects for over 800 enterprises. We know the territory. We have knowledge, ideas and track record to help you succeed.
At Gorilla we have one focus – helping technology vendors measure, grow, enable, and manage their IT channel. Whether you are a startup or an established company, we have programs that will help you maximize your channel investment.
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