Create Marketing Ecosystem Value and Improve Channel Performance
Posted by Todd Grant on Fri, Jul 15, 2011 @ 11:22 AM
As part of a recent CMO Council study titled Marketing Ecosystem Effectiveness marketing innovators at dozens of leading brands were surveyed and interviewed. Amidst a series of conclusions drawn including that core go-to-market processes, customer experiences and business value are being determined by how seamlessly a company can collaborate with its resellers and customers, the respondents suggested the Top 10 Ways to Create Marketing Ecosystem Value and they were as follows:
1) Break down functional silos
2) Institutionalize the Use of Data Analytics
3) Provide Marketing Insights and Intelligence On-demand
4) Transfer Best Practice Knowledge Worldwide
5) Synchronize Supply and Demand Side Operations
6) Add Discipline and Rigor to Campaign Design, Development, Testing and Delivery
7) Ensure Brand Consistency, Compliance and Digital Asset Control
8) Power the Pipeline Across Acquisition, Cultivation and Closure Cycles
9) Maximize Customer Value - Relationships, Revenue and Rapport
10) Institute Closed-Loop Performance Measurement Systems
Will executing on these objectives Improve Channel Performance? We think so.....
Channel marketing and communications is a critical activity to successfully synchronize business activity within a channel and increase partner loyalty. In a captive channel, where your partners exclusively represent your brand, using an efficient platform for communications is essential to making course corrections as new products are rolled-out, to announce enhancements to existing products, and to ensure you are keeping the channel partners informed. In a non-captive channel, where channel partners represent competing brands as well as your brand, it is important to differentiate your product.
LogicBay’s Performance Center™ channel management technology manages news and announcements, alerts, and newsletters, and includes an enterprise social networking capability that facilitates cross-talk and two-way communications between channel partners. Each of these components is also linked to an email notification engine to reduce the likelihood of missed messages. Additionally, Performance Center™ channel management technology provides a marketing and communications capability that makes it easier for your channel partners to do business with you versus another brand that they may represent.
Oftentimes, channel partners are not just partners. In many ways they are also your customer. This reality requires companies to use a solid communications channel that brings together channel partners in a private communications network that can be used on a daily basis. Performance Center™ channel management technology is designed to maintain the alignment of both your organizational strategies and business goals as well as your channel partners’ organizational strategies and business goals in a way that is easy and intuitive for channel partners to use -- and is easy for you to administer. Performance Center™ channel management technology also provides the platform for collaboration with your channel partners on a shared vision of the business drivers, while delivering the marketing collateral and sales and service support resources that help drive the results you both seek.
