http://www.thevarguy.com/2009/11/23/channel-marketing-vs-corporate-marketing-who-gets-the-budget/ What's Next In the IT Channel Sun, 21 Mar 2010 18:07:33 +0000 http://wordpress.org/?v=abc hourly 1 http://www.thevarguy.com/2009/11/23/channel-marketing-vs-corporate-marketing-who-gets-the-budget/comment-page-1/#comment-106019 Heather K. Margolis Mon, 23 Nov 2009 21:25:20 +0000 http://www.thevarguy.com/?p=6152#comment-106019 Thanks for the comment Laz. Glad to see marketing through partners is getting more attention these days! Thanks for the comment Laz. Glad to see marketing through partners is getting more attention these days!

]]> http://www.thevarguy.com/2009/11/23/channel-marketing-vs-corporate-marketing-who-gets-the-budget/comment-page-1/#comment-106013 Laz Gonzalez Mon, 23 Nov 2009 18:34:00 +0000 http://www.thevarguy.com/?p=6152#comment-106013 We see channel marketing budget, or as some refer to it as the field marketing budget for companies with a greater share of revenue from channel partners than their direct sales, increasing predominantly in the area of demand creation programs. While "marketing-to-partners" (to raise awareness & adoption) and "marketing-for-partners" (partner "fed" activities to generate opportunities) are employed by many of our customers, the percentage of marketing dollars allocated to these are less than 30-40% combined. The mainstay is by far, marketing-thru-partners, which accounts for 40-60% of the channel marketing budget and is allocated to lead generating programs. We see channel marketing budget, or as some refer to it as the field marketing budget for companies with a greater share of revenue from channel partners than their direct sales, increasing predominantly in the area of demand creation programs. While “marketing-to-partners” (to raise awareness & adoption) and “marketing-for-partners” (partner “fed” activities to generate opportunities) are employed by many of our customers, the percentage of marketing dollars allocated to these are less than 30-40% combined. The mainstay is by far, marketing-thru-partners, which accounts for 40-60% of the channel marketing budget and is allocated to lead generating programs.

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