Integrated Co-op Marketing Whitepaper:

Translating National Strategies into Local Execution

ENABLING EFFECTIVE CO-OP MARKETING

As a product manufacturer reaching your customers through a reseller network, you know it’s critical to coordinate and leverage marketing activities with them. More than ever your marketing budgets are under scrutiny, while at the same time there’s evergrowing pressure to achieve sales goals.

One of your major expense line items is likely your reseller co-op marketing budget.

ASK YOURSELF THE FOLLOWING QUESTIONS:

• Do you really believe your co-op budget is being well spent?
• Is the management overhead required for your co-op budget and planning process out of balance, in itself limiting the co-op marketing you can accomplish?
• Can you execute reseller marketing programs within the short timeframes demanded by today’s dynamic and hyper-competitive markets?
• Can you guarantee coordination of timing and messages for product launches?
• Are your resellers spending more time complaining about delayed reimbursements than working to achieve results in your upcoming key selling season? 
• Are resellers receiving co-op payments for activities they can’t even remember doing?
• Are the compliance and auditability challenges of your co-op program leading to undue administrative attention, and less focus on selling?
• Have competitors started to outflank you with more effective co-op programs, even though they offer an inferior product?