Manufacturing

Fortune Global 500 Technology Manufacturer

A multinational manufacturer of components for consumer electronics needed a more efficient and effective way to manage comprehensive marketing relationships with a large, complex channel structure comprised of distributors and resellers.

The goals of the organization included having a single Web portal for all partners and contacts, streamlining the internal marketing management process, growing the channel base, identifying, profiling and tiering channel partners, delivering targeted marketing services and support on a personalized basis, communicating with partners via relevant personalized email and online content, managing partner (co-op) marketing funds, and conducting a wide range of measurable marketing activities designed to educate, generate demand, and build loyalty.

Key Business Requirements

• Manage thousands of Partner Relationships more efficiently and effectively across multiple regions
• Deliver targeted content and messaging to Partners based on Tier and Type to educate, cross-sell and up-sell
• Integrate different partner groups including Master Distributors, Channel Distributors, and General Resellers to create loyalty within the channel and the corporate parent’s products
• Identify, Profile and Tier Partners and maintain history
• Create and disseminate highly targeted Promotions, Collateral, Assets, Events, Training and Content based on Tier and Type
• Conduct ongoing e-communications with partners that reflect depth of knowledge about the partner and their sales history
• Manage marketing assets from development with internal teams to the deployment and usage by external partners
• Improve management and financial accountability of millions of dollars of partner (co-op) marketing funds annually
• Deliver fee-based promotions & services through e-commerce integration