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Managing Channel Marketing ValueProduct Type: Market Research ReportPublished by: IDC Published: February 2008 Product Code: R104-32945 Description
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 Table of Contents
Table of ContentsIDC 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 |
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