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8 Key Variables of Any Co-op/MDF Program: eBook

8 Key Variables of Any Co-op/MDF Program: eBook

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Any comprehensive promotional allowance is made up of eight subject areas that represent the
foundation for the co-marketing efforts between a marketer and its channel partners. These eight
variables must work together to support the go-to-market behaviors of a marketer and its
channel partners. In addition, to be truly effective at driving sell-through throughout the demand
chain to the consumer/end user, each area must support the buying process of the consumer. For
these reasons, promotional allowance programs should be reviewed at least once a year across
each of the variables represented here to ensure their alignment with the changing goals of the
manufacturer, the GTM strategy of the channel partner(s), and the buying behaviors of the
ultimate consumer. This document provides the basis for reviewing existing program guidelines
for new channel marketers to develop their initial set of guidelines.
Any comprehensive promotional allowance is made up of eight subject areas that represent the
foundation for the co-marketing efforts between a marketer and its channel partners. These eight
variables must work together to support the go-to-market behaviors of a marketer and its
channel partners. In addition, to be truly effective at driving sell-through throughout the demand
chain to the consumer/end user, each area must support the buying process of the consumer. For
these reasons, promotional allowance programs should be reviewed at least once a year across
each of the variables represented here to ensure their alignment with the changing goals of the
manufacturer, the GTM strategy of the channel partner(s), and the buying behaviors of the
ultimate consumer. This document provides the basis for reviewing existing program guidelines
for new channel marketers to develop their initial set of guidelines.

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Published by: CCI- Channel Management on May 30, 2011
Copyright:Traditional Copyright: All rights reserved

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05/30/2011

 
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