channel marketing

The opportunity paradigm in channel marketing

For the past seven years or so, channel marketers have focused on brand consistency, resource/asset management and access, and availability of digital solutions, like ad builders, for an on-demand environment. The accrued benefits supposedly were cost savings, speed and efficiency. But there’s so much opportunity that hasn’t even been touched. And so much money going unspent—some say up to $25 billion.

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co-op marketing

Automated marketing tools are the competitive edge for local markets

A recent industry trade article pointed out that marketers are concerned that their branded promotions are missing the mark at the local market level. It points out that less than 10% of the companies surveyed report they are addressing it effectively. That’s a big delta between opportunity and actual achievement. This is a potential bonanza in channel partner sales and profitability.

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