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Channel Marketing ROI Analysis provides a no-nonsense look at individual partnersÂ? marketing and sales support capabilities so vendors can offer dead-on support

DOYLESTOWN, PA (PRWEB) November 25, 2003 – Launch International, Inc., strategic marketing and communications provider for the technology industry, announces rollout of its Channel Marketing ROI Analysis service, a three-part consulting engagement for technology hardware manufacturers (OEMs) and software developers who are focused on improving partner performance.

Launch International’s seasoned channel professionals assess and rate a partner’s ability to perform specific marketing and sales support functions and make recommendations to invest in that partner to reach performance goals. The final deliverable is a comprehensive report that serves as foundation and justification for subsequent marketing activities on a per-partner and overall channel basis.

“All eyes will be on channel performance in 2004,” noted Jody Canavan, president of Launch International. “But revenue increases begin with an investment in some fundamentals that most channel organizations don’t have the skills or resources to provide: building solution-specific messages and business-focused value propositions, and then showing partners the fastest path to closing a sale.”

According to Canavan, most channel marketing programs use their budgets to fund demand generation programs or the creation of collateral. “Our experience is that most of these programs lack the strategic foundation to be successful. That is to say, there is often a disconnect between a vendor’s product and a partner’s value-add. So, joint messages are ambiguous, making the solution difficult to sell or buy. The best revenue performance happens in pockets, where vendor salespeople and partner management work independent from headquarters to build what’s required,” she observed.

With the Channel Marketing ROI Analysis report, channel executives have a concise snapshot of partner capabilities, and can more effectively determine what investments are appropriate to deliver the greatest return. “Channel marketing is no longer a ‘one size fits all’ operation,” Canavan continued, “and to be successful for the long haul, organizations will need to play the role of business strategist as much as marketing consultant. That’s where high-intellect companies like Launch International can play a pivotal role in right-tracking overall efforts.”

Service built on experience

Launch International has developed its own process for gathering partner data. It can be performed via personal interview or the Channel Marketing Profiler™ web-based, automated tool.

Areas studied include:

•    Solution definition and value propositions

•    Target markets and market needs

•    Sales and sales preparedness

•    Competitive knowledge and positioning

•    Marketing and sales support capabilities

•    Customer care and base mining

•    Demand generation capabilities

Each partner review and subsequent analysis results in a “report card” that rates particular capabilities. Included is a “Bottom-line six” rating, which evaluates core items that represent the baseline for marketing acceptability, as well as, a “Best bang for the buck” section that highlights areas worthy of short- and long-term investment. Launch also makes assessments regarding the group as a whole and compares channel program expectations against a partner’s ability to execute. Finally, Launch makes recommendations regarding programs that would have the greatest positive impact, which they accompany with supporting rationale.

The Channel Marketing ROI Analysis is modular and priced by the number of partners being assessed. A comprehensive engagement includes license of the information gathering methodology, individual partner report cards, and the cumulative Channel Marketing ROI Analysis report. However, modules may be purchased in any combination.

Today’s announcement marks a formal packaging of the Channel Marketing ROI Analysis service, but Launch International’s team has been supporting the channel with these types of assessments for years. Having worked on marketing programs for such companies as EMC, Enterasys, HP, IBM/Tivoli, Microsoft, Agilisys, and Avnet, Launch International offers a seasoned perspective with each engagement.

Launch International also owns, a web-based demand generation and sales support solution for Value-Added Resellers (VARs) and Solution Integrators (SIs).

About Launch International

Launch International, Inc., founded in 1992 and based in Doylestown, PA., provides strategic marketing and communications to high-tech companies worldwide. Our company has two main focuses: strategy/consulting and execution. Typical strategy/consulting engagements focus on messaging, solution building (from piecemeal products and services), demand generation, and growing channel business. Typical execution deliverables include sales kits for direct/indirect channels, white papers, web and print communications, presentations, and case studies. Launch delivers a rare blend of technology, business, and communications expertise to give high-tech companies better focused marketing, positioning, and sales tools.


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