Managing Channel Marketing Value

Publication Date	February 2008
Publisher	IDC
Product Type	Report
Pages	9
ISBN Number	not applicable
Product Code	IDC04032

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£2,345.00
approximately: $3,497 | €2,793

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Summary

This IDC study provides an analysis of channel marketing investment data from IDC's CMO Advisory 2006 Technology Marketing Benchmarks Survey, which includes guidance for IT vendors on marketing investment and allocation based on the level of indirect revenue activity and channel strategy maturity.

"IT vendors need to ensure they're managing channel marketing investments closely to align with the rise or decline in indirect business, otherwise they'll continue to have challenges in demonstrating channel marketing investment value and making decisions on the allocation of those limited budgets."? Paul Edwards, director, SMB and Channel Strategies, IDC Canada

Content

IDC Opinion
In This Study
- Methodology
- Demographics
- Figure: Distribution of Revenue by Vendor Type and Sales Channel
Situation Overview
- Channel Marketing Investment in Relation to Indirect Revenue
- Figure: Influence of Channel Strategy on Marketing Budget Ratio by Vendor Type
- Channel Marketing Investment Allocation
- Figure: Software Vendors' Marketing Budget Allocation by Sales Channel
- Figure: Hardware Vendors' Marketing Budget Allocation by Sales Channel
Future Outlook
Figure: The Partnering Experience Curve
Essential Guidance
Learn More
- Related Research
- Synopsis