How to solve the Co-Branding Conundrum

It's a question that's puzzled many a channel marketer for many a year: Exactly how to do you get co-branding right when it comes to your partner marketing activity?

Well, what do you know? Remain puzzled no more because we've got you some answers...

On yet another excellent episode of Channel Marketing Champs, we had the privilege of speaking with Sarah Glastonbury, Head of Marketing at Creative ITC, a specialist UK Cloud Services provider focused on the architecture, engineering, and construction (AEC) sector.

(We would have made that acronym Architecture, Construction and Engineering because we think that's ACE. But it's not up to us, is it?) 

But anyway...

In our conversation, Sarah shared some wonderfully valuable insights - hard won from the front lines of channel campaigns - on how companies can better manage their vendor relationships, optimise co-branded campaigns, and improve the MDF (Market Development Fund) process, all while doing what's absolutely vital - keeping the customer at the centre of every marketing decision.

You can, of course listen to the episode first hand and in full right here. But if you like your insights in a written format then just cast your eyes over the following:

The Importance of Building Relationships in Channel Marketing

Sarah kicked off our conversation by stressing the importance of relationships in the channel/partner marketing world: 

“It’s a people business,” she emphasised.

The channel ecosystem is built on trust and collaboration, and staying close to key partners can really make all the difference in navigating the complexities of MDF programs and co-branded campaigns.

In her experience, the most successful marketing initiatives are those that are collaborative from the outset.

By engaging with vendors early in the process, marketing teams can ensure that campaigns are aligned and designed to drive real value for everyone involved.

Tackling the Challenges of MDF Programs

One of the biggest hurdles that Sarah discussed was the MDF claiming process. While these funds are essential for executing marketing campaigns, the process can be a minefield of deadlines, hoops to jump through, and often a lack of transparency.

Sarah's advice?

“Build strong relationships with your vendors and their partner managers. Stay close to them, and work together.”

This approach can help you be "stickier" with your vendors (aka. more memorable and likely to increase vendor mindshare) and help you to maximise the value of your MDF programs, making it easier to access funds and ensure that your campaigns are successful.

But even with strong relationships, Sarah acknowledges that there are still challenges to overcome, especially when it comes to vendor portals.

According to Sarah, many vendors rely on outsourced portals that can be clunky and hard to navigate, slowing down the entire process. Which we're sure is a feeling a lot of you can empathise with...

Co-Branded Campaigns: Finding the Balance

When it comes to co-branded campaigns, Sarah noted that vendors have become less stringent about insisting that their logos appear everywhere.

“There’s been a shift in recent years,” she said. “Vendors are more accepting of our brand and look, and we can now co-create campaigns that feel like a true partnership.”

In the past, some vendors required partners to plaster their logos all over every piece of marketing material, which made it difficult to create cohesive, solution-oriented campaigns.

However, things are changing: “

We’re now able to incorporate our brand into the campaigns, ensuring they align with both our message and the vendor’s.

The result? More authentic, customer-centric marketing that speaks to the end user.”

What Does an Ideal Vendor Relationship Look Like?

For Sarah, the ideal vendor partner is one that offers more than just funds.

The best relationships are built on clear communication and consistent support. Creative ITC’s experience with vendors that assign Partner Marketing Managers (PAMs) to help guide them through campaigns has been invaluable.

“Having a dedicated point of contact helps us ensure the success of our campaigns,” Sarah explained.

A PAM provides an added layer of support, helping the team navigate the sometimes-complex processes involved in MDF claims, co-branded initiatives, and campaign execution.

Top Tips for Channel Marketing Success

As Sarah shared her insights, we asked her to boil down her experience into a few actionable tips for other channel marketers looking to achieve success. Here are Sarah’s top takeaways:

1. Prioritise Relationships
   “It’s all about people.” Building and nurturing relationships with vendors, partners, and distributors is the foundation of any successful channel marketing program.
   
   
2. Stay on Top of Deadlines
   Missing deadlines is one of the biggest pitfalls in channel marketing. Vendors are strict about their deadlines, and delays can result in missed opportunities. Sarah advises getting claims in early and making sure all requirements are met.
   
   
3. Leverage Partner Marketing Managers
   A PAM can be your best ally when navigating the complexities of MDF programs and co-branded campaigns. They can provide valuable insight and help you make the most of the support your vendor offers.
   
   
4. Think Long-Term
   Channel programs often operate on a quarterly basis, but Sarah believes there’s an opportunity for longer-term programs. Moving toward six to twelve-month campaigns can allow for more meaningful engagement with customers and clearer ROI tracking.
   
   
5. Simplify the MDF Process
   The MDF claiming process can often be cumbersome. By building better communication and streamlining the process with your vendors, you can significantly reduce friction and make the entire campaign more efficient.

Looking Ahead: The Future of Channel Marketing

As the landscape continues to shift (when doesn't it?), the need for more agile, customer-centric, and collaborative channel marketing strategies is greater than ever.

Sarah Glastonbury’s perspective provides a clear roadmap for companies looking to succeed in an evermore competitive space.

By fostering relationships, improving vendor collaboration, and embracing a longer-term view of campaigns, channel marketers can not only survive, but thrive in the channel.

Want more insights from Sarah and other channel marketing champs?

Be sure to check out the latest episode of the Channel Marketing Champs Podcast where we dive deep into anything and everything you could ever want to know about Channel and Partner marketing (with actionable strategies for channel success thrown in for good measure).