To address the inherent challenges of channel marketing operations, channel vendors have implemented a variety of marketing enablement programs. Some types of marketing enablement programs have been used for decades, while others are more recent in origin. While the details of these programs can and do differ substantially, all marketing enablement programs are ultimately designed to increase the effectiveness and frequency of channel partner marketing efforts. There are three main types of marketing enablement programs in use today:
1. Financial incentive programs
2. Self-service partner portals
3. Managed marketing services
These three types of marketing enablement programs are not mutually exclusive, but rather they are complementary components of an effective marketing enablement system. In fact, companies with the best-performing channel marketing operations combine all three types of programs to equip channel partners with the tools, education, and resources they need to develop and execute successful marketing programs.
Channel vendors face the same marketing challenges that confront all types of business enterprises, but they also face challenges that organizations with centralized marketing operations don’t typically encounter.