Previously we looked at Partner Channel Management – Channel Marketing and its importance. In the blog, we discussed how SAP CRM Marketing and SAP CRM Partner Channel Management together improve Marketing Efficiency and Marketing Effectiveness, the final aim being to drive channel revenue and to increase brand value.
Key Challenges in Campaign Management with Channel Partners
On the Effectiveness side, there are several key challenges that affect channel revenue and brand value. These are
– Lack of control and visibility at every step of the campaign where partners are involved – from ensuring participation to ensuring quality control
– Potential harm to the brand and the possibility of an inconsistent brand experience when channel partners are involved in the campaign management process
– Inability to use the partners and their customer base, lack of processes to extract valuable insights gained by the partners owing to their proximity to the customers and to integrate those insights into the campaign process – preventing brand owners from being agile in responding to trends in local markets
– Possibility of an unmotivated partner and with a lack of ownership in the brand leading to ineffective campaigns
On the Efficiency side of the story, complexities associated with the process of involving multiple partners in multiple local markets. A perfect example, and generally hugely challenging for any organization, is for brand owners to do a campaign with partners via a non-central media such as letters, which can be cumbersome and slow, not to mention the difficulty involved in extracting valuable analytical data at different stages of a campaign. There is also the possibility that partners have immature processes that can reduce efficiency of the overall campaign.
Introducing Collaborative Campaign Management
Collaborative Campaign Management tackles these issues to improve channel marketing effectiveness and efficiency. It enables:
Cross-channel campaign management
Cross-channel campaign management enables organizations to centrally develop, maintain, execute and monitor campaigns, ensuring efficiency and control – while delivering consistent experiences through all channels of execution – including your call center, the Web and your channel partners. The following figure shows the key process complexities addressed by Collaborative Campaign Management.
Partner-customized campaigns empowers indirect channel partners to tailor aspects of campaigns or personalize campaigns with their branding (logos, signatures, photos/graphics), product mix, suggested prices, custom note, channel partners involved in the campaign and/or end-customer target groups. It supports collaborative marketing campaigns with partners increasing overall marketing effectiveness.
Partner-customized communications enables partners to leverage rich, personalized end-customer emails via the brand owner’s system. Partners have the ability to leverage vendor mail forms to tailor end-customer communications (including specifying additional content, partner logos, partner sales-representative signatures and partner graphics or photos). The brand owner ultimately sends out the email communication.
With Collaborative Campaign Management, brand owners can now effectively handle the key challenges of control and visibility, ensuring brand consistency, enabling partner processes, leveraging their knowledge and building partner loyalty – helping brand owners drive channel revenue and increase brand value.