2022年渠道营销报告(英文版)

THESTATEOF CHANNELMARKETING Broughttoyouby:360insightsIDG RESEARCH ExecutiveSummary Broughttoyouby: 360insightsIDG RESEARCH TheChannelMarketingIndustryisRipeforChange. Three-quartersofchannelmarketersagreethattheircurrentsolutionshaveapositiveimpactonsalesandviewhavingtherightoneasasignificantcompetitiveadvantage.Butonlyabouthalf(51%)believethatchannelmarketingeffortsyieldequivalentbenefitsasothermarketingprograms. Theyarealsokeenlyawareoftherisksofdoingitpoorlywith90%believingit candamageabrand'sreputation.Despitethis,budgets(s57MMonaverage)arenotunderthreatwith40%expectingtoincreasespendby5-7%inthenext12months. analytics;processesrequirealotofheavylifting;andROlcan'tbeoptimized withcurrentapproaches. 360insights IDG WheretheChannelMarketingIndustryisShifting. TheindustryhasmaturedtothepointthatoptimizingROlanddatadriven decision-makingarejustasimportantasdemandgeneration.Currently,only one-thirdsaytheirspendacrossprogramsisoptimizedandfew(38%)get anythingmorethanbasicoutputsfromwhatlittleanalyticstheyemploy. Organizationsaretakingactionasaresult:57%havemade“fundamentalchanges"inthepast12months.End-to-endsolutionsseemsettobenefitsignificantlyfromthisshift(71%wouldpreferanend-to-endsolutionto multiple)inlargepartbecauseoftheimportanceofoptimizingallocations(84%sayit'sCriticalorveryimportant)inrealtimeusingdataanalytics(77%wouldchooseavendorwhocouldmodelspendallocationsinreal-time). ughttoyouby 360insights IDG 14% 100 8017% 15% 60 40 20 10 18%36% SURVEYRESULTS RESEARC BriefSummaryofResults Channelmarketersunderstandthebenefitsofhavingtherightsolution,buttheyare alsokeenlyawareofhavingapoorone 76%Believethattherightstrategyisacompetitiveadvantage TheindustryhasmaturedtothepointthatoptimizingROlanddatadrivendecision makingarejustasimportantasdemandgen. 90% However,half(49%)saythatchannelmarketingdoesnotdeliverthesameimpactasBelievethatapoorChannel othermarketingefforts,butdespitethis,budgetsarenotunderthreatwith40% MarketingStrategycan expectingtoincreasespendby5-7%inthenext12months.damageabrand'sreputation Thetopchallengesaretypicallytoolandsystem-related:Visibilityislimitedbyanalytics processesrequirealotofheavylifting;andROlcan'tbeoptimizedwithcurrent approaches. Conductofchannelmarketingisalreadychangingasaresult(57%havemade "fundamentalchanges"inthepast12months),andend-to-endsolutionsseemsettobenefitsignificantlyfromit(71%wouldpreferanend-to-endsolution)inlargepart becauseoftheabilitytooptimizeallocationsinrealtimeusingdataanalytics Broughttoyouby: 360insights IDG WeProvidedRespondentswithaSingle,UnifiedDefinitionforChannelMarketing: Weincludebothpartnermarketingandconsumerincentiveslikeco-opprograms,marketdevelopmentfunds,salesincentives,SPiFFS,sell-throughallowances,rebates,volumeincentives,andother promotionsundertheumbrellatermchannelmarketing. IDG oughttoyouby 360insights Theof ChannelMarketing Broughttoyouby: 360insightsIDG RESEARCH 10 Channelmarketersunderstandthebenefitsofhavingtherightsolution,buttheyarealsokeenlyawareofhavingapoorone AgreementwithStatements Apoorchannelstrategycandamageabrand'simage62%28%%06 47% 35% 82% 55% 22% 76% 35% 39% 75% 33% 41% 75% 29% 43% 73% 29% 18% 47% Thevisibilitygainedfromend-to-end,customerdataanalyticscould savealotofwastedchannelmarketingdollars Therightchannelstrategyisasignificantcompetitiveadvantage Technologyisanessentialcomponentofacompetitivechannelstrategy Providingacompleteincentivecustomerexperiencehelpsgenerate positivebrandawareness Betterintegrationbetweendealer,SAandconsumerincentives promotionswoulddrivemoresales Thereisvirtuallynocoordinationbetweendealer,SA,andconsumer Stronglyagree SomewhatagreeTop2BoxAgree Brought.toyouby: incentivespromotions q14:Pleaserateyourlevelofagreementwiththefollowingstatements.Base=51IDG 360insights datadrivendecision-makingarejustasimportantasdemandgen GoalsforChannelMarketingStrategyintheNext12months Increasingdemandgeneratedbychannelpartners78% OptimizingchannelmarketingspendforimprovedROl76% Enablingdatadrivendecisionmakingthroughimprovedanalytics73% Buildingbrandadvocatesthroughaflawlessexperience51% Improvingtheclaimverification/auditingprocess43% Digitallytransformingtheprocessinthecloud41% Broughttoyouby: 360insights Noneoftheabove2% q1:Thinkingaboutyourchannelmarketingstrategy,which,ifany,ofthefollowingaregoalsforyourbrandoverthenext12 months?Base=51 IDG Decision-makersrecognizethatwhilechannelmarketingishavinga positiveimpact,it'snotlivinguptootherinvestments TrueorFalseStatements Ourchannelmarketingprogramshaveademonstrated,positive impactonannualsales Ourchannelmarketingprogramsdeliverthesamevalueasothermarketinginvestmentswearemakinginthebusiness 75%25% 51%49% Broughttoyouby: q8:Trueorfalsetime.PleasetellusifthefollowingstatementsaregenerallytrueorfalseforchannelmarketingprogramsatyourIDG Eventhoughchannelmarketinglagsotherinvestments,decision- makersarestillwillingtothrowmoremoneybehindit IfIhadanextra$1o,oooinmymarketingbudget,Iwouldspenditonchannelmarketingprograms 65%35% "True""False