The Impact of Vendor-provided Resources & Co-marketing on Your Business Success

Provide your feedback to multiple vendors regarding how the resources provided in their partner programs impact your business. With a focus on co-marketing funds (e.g., MDF), this study is the first of many to explore how vendor resources enable your business.

#1. What do you consider to be the main benefits of the following WAYS to work with vendors? (select all that apply)

Benefit	Resell their products, services, or solutions	Bundle their offerings with yours	BUILD ON TOP of their offerings or technology
Increases my expertise
Speeds time to market
Adds to my service offerings
Gives my customers more options
Enhancing my marketing resources
Increases revenue per customer

#2. For each vendor, please indicate which type(s) of vendor alliance your company currently has in place. (select all that apply)

Vendor	Resell	Bundle	Build on top
Amazon, AWS
Cisco
Dell/EMC
Google, GCP
HPE
IBM
Lenovo
Nvidia
Other, please specify

#3. Which, if any, of the following vendor resources do you typically utilize? (select all that apply)

Technical sales support

Technical development support

Product marketing support

Business planning or growth support

Marketing resources (ideas, creative assets, content, etc.)

Marketing or Sales training

Co-marketing or market development funds

Marketing-qualified leads

Sales-qualified or vetted leads

Thought leadership

Brand amplification or joint marketing

Vendor-funded campaigns

Other, please specify

#4. On average, how much does each vendor typically provide annually in co-marketing funds and what percentage do you typically use? (select all that apply)

Vendor	Avg Annual Co-marketing Funds	Avg % Used Annually	Select if Strategic Partner
Amazon, AWS
Cisco
Dell/EMC
Google, GCP
HPE
IBM
Lenovo
Nvidia

#5. With regard to the vendor-provided co-marketing resources your company receives, what are your primary planned uses each year? (select all that apply)

Launch new products or services

Increase technical or sales skills

Improve solutions

Augment business practices

Launch in-person events

Host virtual events

Add staffing/expertise

Augment paid media budgets

Enhance email marketing

Launch lead generation campaigns

Procure marketing data

Update our website or campaign pages

Increase or improve content production (blogs, videos, social media, etc.)

Other, please specify

#6. How do you commonly use your co-marketing funds? (select all that apply)

Reimbursement of ads, materials or resources spending

Reimbursement of internal staff costs

Campaigns or activities with external agencies

Other, please specify

#7. How would you rate vendor-funded and initiated lead generation or marketing campaigns? (select one)

No value

Somewhat valuable

Neutral

Very valuable

Essential

Other, please specify

#8. What impact, if any, have vendor-provided resources, including co-marketing funds, had on your business’ success? (select all that apply)

New leads

Growth, more sales

Higher sales effectiveness

Increased brand awareness

Greater marketing efficiency

More campaigns completed

Greater customer satisfaction

New solutions

Faster time to market

Better products or services

Improved business processes or practices

Other, please specify

#9. Which, if any, of the following do you find to be challenges, with regard to using vendor-provided resources, including co-marketing funds? (select all that apply)

Difficult to use, too much admin

Cumbersome funding process

Limited access to technical resources

Lack of control

Changing targets

Integrating activities

Maintaining transparency and compliance

Failure to develop technical or sales competencies

Lack of marketing support

Misalignment in priorities

No challenges

Other, please specify

#10. Which, if any, of the following would you like to receive most from vendors in over the next 12 months?

Qualified leads

Marketing support

Branding ideas

Technical resources

Professional services

Co-sell

Thought leadership

Business management guidelines

Regulatory or compliance advice

Other, please specify

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