How many channel marketing plans should you have?

Well, that depends. Channel marketing strategies are like jeans. They don’t even come close to “one size fits all.” The point is: your partners and vendors should not be squeezed into a cookie cutter mold. They come in all shapes and sizes. Therefore your marketing initiatives for your channel partners should, too. As you develop marketing programs with your partners, think about the individual needs of those partners. Are they servicing local customers only? What is their market reach? Would seven different co-op programs work best, or would one streamlined program be more efficient? Will incentive programs work on a large scale? Should educational programs be more regional? Dip into the world of your partners and discover what their challenges are, then create your marketing programs with these key elements in mind. By doing so, you will sail smoothly through the channel together, successfully reaching the end-user.


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