Kate Maddox at BtoB Magazine has a good article up about quantifying reseller ROI. We've done a fair amount of work for resellers and can identify with the issues she describes in the article. Here's a snip:
B-to-b marketers that rely on channel partners to sell their products are struggling to improve the ways they measure ROI on their channel marketing investments. "It is incredibly difficult," said Martyn Etherington, VP-marketing at Tektronix, which manufactures network test equipment and derives 40% of its revenue from channel partners. "It is probably the marketing nirvana that has been missing."
Read the whole article here.
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