Computer Market Research

  • Consultant Sign in
  • Consultant Sign up

Menu

  • Solutions
    • Discover The Benefits Of Proactively Managing Your Channel Data

      All of our applications include ongoing service and support.

      • Channel Partner Management
            • CMR PartnerPortal

              PartnerPortal

              Your portal to a comprehensive suite of channel management solutions that will effectively help you administer all of your channel processes.

              More Information

            • ERP integration

              ERP/CRM Integration

              Each of CMR’s robust automated channel management solutions seamlessly integrates with today’s leading ERP and CRM systems

              More Information

      • Channel Marketing Management
            • Co-op/MDF Management
            • Rebate Management
            • Synchronized Channel Marketing
            • ERP integration

              ERP/CRM Integration

              Each of CMR’s robust automated channel management solutions seamlessly integrates with today’s leading ERP and CRM systems

              More Information

      • Channel Sales Management
            • Deal Registration
            • Opportunity Management
            • SPIFF Management
            • ERP integration

              ERP/CRM Integration

              Each of CMR’s robust automated channel management solutions seamlessly integrates with today’s leading ERP and CRM systems

              More Information

      • Channel Data Management
            • Automated Ship and Debit
            • Channel POS
            • Channel Inventory
            • ERP integration

              ERP/CRM Integration

              Each of CMR’s robust automated channel management solutions seamlessly integrates with today’s leading ERP and CRM systems

              More Information

  • Resources
    • Be the first to find out about the newest and innovative solutions in Channel management and special offers by Computer Market Research.

      Subscribe to our Newsletter

      • The Channelist
        • Latest Posts from our Blog: The Channelist

          • Sales Opportunity ManagementHow to Evaluate your Sales Opportunity Management Process
          • Automated Data Analysis: Take Your Business Intelligence to the Next levelAutomated Data Analysis: Take Your Business Intelligence to the Next level
          • Channel Data Analytics Management9 Ways Channel Data Analytics Can Help Boost ROI
      • White Papers
        • Check out our library of Whitepapers and E-books to learn more channel management tips and tricks

        • Analyzing Sales DataAnalyzing Sales Data for an Improved ROI
        • Create a Performance-Based MDF Program for Channel PartnersPerformance-Based MDF Program Setup
        • Optimize your Ship and Debit Rebate ProcessHow to Improve your Ship and Debit Process for Good
      • Case Studies
        • Case Studies about our satisfied clients who have found success utilizing our PRM software.

          • Deal Registration Platform Aids JabraDeal Registration Platform Aids Jabra in Producing Sales Opportunities
          • Co-op Management SolutionCMR’s Co-op Management Solution Aids Intuit with Reseller Programs
          • CDM software buffaloCMR’s CDM Software Benefits Buffalo Technology 
      • Categories

          • Channel Data Management (39)
            • The articles in this category discuss solutions and best practices that help accelerate sales, improve distribution visibility and ensure financial compliance and data integrity

               

              See all Channel Data Management Articles

          • Channel Marketing Management (39)
            • Best tools, practices, and strategies to optimize channel partner motivation, performance, loyalty, and utilization of marketing funds that accelerate marketing productivity and maximizes channel revenue.

               

              See all Channel Marketing Management Articles

          • Channel Partner Management (63)
            • Learn how to drive business growth through effective channel partner management, streamline the partner onboarding process, enhance partner mindshare, help accelerate partner performance and sales execution, extend marketing reach, and capitalize on unexplored markets.

               

              See all Channel Partner Management Articles

          • Channel Sales Management (37)
            • Channel sales articles cover sales topics that assist you in galvanizing partner objectives.  We discuss topics that demonstrate best practices and tactics for your indirect sales funnel that help enhance productivity, transparency, loyalty, longevity, and success with your channel.

              See all Channel Sales Articles

          • Partner Portal (7)
            • Partner Portal articles provide you with the information on what a powerful partner portal can offer you and your channel partners. By utilizing a partner portal vendors, distributors, and resellers can have tangible visibility into their sales funnel.

              See all Partner Portal Articles

  • About Us
  • Contact Us
  • Demo Request
  • Search


You are here: Home / Channel Marketing Management / 5 Easy to Implement Co-op Program Management Strategies

5 Easy to Implement Co-op Program Management Strategies

Posted on 06/28/2016Leave a Comment

Better Co-op Program Management

Spread the Word

Facebooktwittergoogle_plusredditlinkedinmailFacebooktwittergoogle_plusredditlinkedinmail

Why do vendors and manufacturers run into so many problems with their Co-op program management?

Obviously, this is a loaded question. Of course, problems associated with Co-op program management rely on many different elements and on the strength of your channel partnerships.

Each channel partnership is unique in its own right—engulfed with tribulations relative to a number of possible reasons such as lack of:

  • Marketing experience
  • Affiliate participation
  • Follow-up/campaign updates
  • Reimbursement turnaround
  • Manpower to monitor ROI and administrate
  • Product training
  • Requirements for eligibility
  • Etc.

With so many loose ends open to interpretation, it’s easy to pass blame; in doing so, a channel partnership that once brimmed with potential, unfortunately, disintegrates into the B2B marketplace abyss never to be seen again.

However, instead of pointing fingers, vendors and manufacturers can easily avoid these common Co-op program management hiccups. It just takes a little patience, strategy, and structure before deploying a lucrative marketing incentive for channel partners such as Co-op programs.

Here are 5 steps towards improving your Co-op program management process:

Step 1: Mandate a ‘Right to Audit’ Clause for Eligibility

Each channel partnership that includes a Co-op program (or any channel program) should be subject to further inspection that goes beyond emails, meetings, and phone calls. This Co-op program management strategy will allow you to identify which partners are to be deemed ‘risky,’ as well as provide insight into how constructively your dollars are being spent.

Step 2: Design Program with Objective Guidelines

A Co-op program without clear and concise parameters is a program destined to fail. It’s imperative that eligibility requirements are clearly stated during the documentation process as well as to provide a start/end date, expectations, consequences for non-compliance, etc.

Step 3: Deploy a Competent Channel Manager

Miscommunication within the indirect sales funnel is one the most common (and damaging) errors vendors/manufacturers make while opting to invest in a Co-op program. Deploying a competent channel manager with extended experience in Co-op program management for each partnership is essential in order to establish b2b success, loyalty, and longevity.

SEE ALSO:   Computer Market Research Helps Optimize Channel Marketing Funds

Step 4: Offer Formal Training

Whether you sell tennis balls or surgical instruments, channel partners should be mandated to extensive product training regarding functionality and ‘best go-to-market strategies.’ Remember, your channel partners should be an extension of your own in-house sales team, not “just another customer.”

Step 5: Marketing Programs Tailored to Each Partner’s Needs

Simply allocating funds without taking into consideration of marketing strategy is a drastic error in b2b relations. For example, allocating available (or discretionary) funds for a direct mailing campaign may be a lucrative tactic in driving consumers to a ski resort, however, SEO (e.g., keyword advertising) may not provide any traction for the same objective—and be a complete waste of money.

Improve your Co-op/Marketing Programs through State-of-the-Art Automated Software

Computer Market Research (CMR) brings 33 years of experience into the indirect channel sales industry.

Through our state-of-the-art automated software, businesses can amplify their B2B marketing efforts via a clear and concise platform that robustly and intuitively assists the managerial process of Co-op/MDF. Our cost-effective SaaS application is the perfect tool for any business looking to strengthen and streamline their Co-op/MDF marketing strategy

Free yourself from the constant headaches of “proof-of-performance” and track your funds through tangible, quantifiable information, which converts data into intelligence.

 

 

Spread the Word

Facebooktwittergoogle_plusredditlinkedinmailFacebooktwittergoogle_plusredditlinkedinmail

Filed Under: Channel Marketing Management Tagged With: Co-op Marketing Programs

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Company

  • About us
  • Contact Us

Resources

  • Whitepapers
  • FAQ
  • The Channelist

Categories

Our Solutions

Channel Partner Mgmt.
  • PartnerPortal
    • Partner Signup
    • Document Mgmt.
    • Reseller Profile
Channel Marketing
  • Co-Op/MDF
  • Rebate Mgmt.
  • Synchronized Channel Marketing
Channel Sales
  • Deal Registration
  • Opportunity Mgmt.
  • SPIFFs/Rebates
Channel Data Magmt.
  • Channel POS
  • Channel Inventory
  • Automated Ship and Debit

Let’s Get Started!

Want to See How Our Channel Management Solutions Can Optimize Your Partnership?

Request Custom Demo!

33years-logo

Intelligence in your Inbox

Receive industry best practices, news releases and the latest product developments delivered straight to your inbox.

Follow us
Computer Market Research, on Facebook Computer Market Research on twitter Computer Market Research on linkedin Computer Market Research on googleplus

Copyright © 2018 Computer Market Research, Ltd. All Right Reserved.

Privacy Policy | Site Map | Subscribe