Resources

Practical guides to marketing through partners, from what we've learned running these programs for a long time.

Start with the basics

What through-channel marketing is, the words it uses, and how programs work.

What is through-channel marketing?
What TCMA is, how it works, how it differs from PRM, and what to look for.
Glossary
Plain definitions of TCMA, MDF, co-op, PRM, locked templates and the rest.
What is distributed marketing?
Who does what, what to give partners, and how to get them participating.
Brand control vs. local flexibility
What to lock, what to open, and when to require approval.
Why partners don't use your marketing
The common reasons, how to tell which apply, and what fixes each.
What to put in a local marketing kit
Everything partners need to market locally, piece by piece.

Plain answers to the questions people search before they choose an approach.

What is channel marketing?
Marketing to partners and through them, the kinds of channels, how programs are built, and channel conflict.
What is partner marketing?
Joint and partner-run marketing, typical activities, funding, how it differs from affiliate marketing, and measuring it.
What is partner enablement?
Onboarding, training, content, tools and support that get partners selling and marketing, and signs it's working.
What is a partner marketing hub?
One place for a partner network's campaigns, materials, funds and fulfillment, and how it differs from a portal or DAM.
What is partner relationship management (PRM)?
What PRM software does, who uses it, PRM vs. CRM, and signs you need one.
What is brand governance?
The rules, roles and tools that keep a brand consistent when many people make its marketing.

What is local area marketing (LAM)?
Community events, sponsorships, local search and mail: what LAM covers, who pays, and how corporate supports it.
What is multi-location marketing?
National and local layers, listings and reviews, location pages and ads, and keeping every location consistent.
What is co-branded marketing?
A brand and its partner on the same piece: what to co-brand, logo and legal rules, templates and approvals.
What are market development funds (MDF)?
How MDF is allocated, what it typically pays for, approvals, proof and claims, and why funds go unused.
What is co-op advertising?
Accruals, eligible media, prior approval, proof and reimbursement, and why co-op goes unspent.
What is web-to-print?
Ordering customized print online from templates: how it works, proofs, fulfillment, and how it differs from print-on-demand.

How TCMA fits beside the systems you have, what to look for, and how to measure results.

TCMA vs. PRM
What each does, where they overlap, whether you need both, and how they work together.
How to evaluate a TCMA platform
A buyer's checklist: partner experience, channels, funds, reporting, pricing.
How much does TCMA software cost?
Pricing models, cost drivers, the costs buyers miss, and comparing quotes.
How to measure partner marketing ROI
Participation, activity, response and revenue, and how to tie them to sales.

What AI changes for partners and brand teams, and how to use it without losing control of the brand.

How AI is changing through-channel marketing
Where AI helps partners and brands, the risks, and how to keep it on brand.
AI personalization without breaking brand rules
Locked templates, approved claims, automatic checks and approval by risk.
Your partners are already using AI
The risks for your brand and co-op, a partner AI policy, and a faster approved path.
Do partners still need a portal with AI?
What AI can and can't do for a partner program, and how portals should change.

Franchise and multi-location
What corporate owns, what franchisees own, and how to keep hundreds of locations marketing on brand.
Marketing across a franchise network
Service businesses
Contractors, installers, consultants and MSPs: co-branded marketing, leads and credentials for the partners who deliver your services.
Through-channel marketing for services
Agents, advisors and brokers
Pre-approved templates, licenses and disclosures handled for each agent, and compliance reviewing only the exceptions.
Compliant agent and advisor marketing

Manufacturers and dealers
Co-branded campaigns, point-of-sale materials and co-op that get more dealers marketing your products.
How manufacturers scale dealer marketing
Dealer portals
What a dealer marketing portal should include, build or buy, and how to launch one dealers use.
How to build a dealer marketing portal
Product launches
A launch kit, distributors briefed first, dealer campaigns in step with national ads, and follow-up on who activated.
Launching a product through dealers
Two-tier distribution
Marketing through distributors to dealers: who does what, how funds flow, whose brand goes on it, and reaching dealers you don't sell to.
Marketing in two-tier distribution

How variable-data printing works
Print-on-demand and personalized direct mail, from template to press-ready file.
How to run a brand-approved catalog
One catalog for print, signage, displays and merchandise, paid with co-op.
DAM vs. distributed marketing software
Why partners need more than a file library, and how the two fit together.
MDF vs. co-op advertising
How each works, what qualifies, and why so much of the money goes unused.
How co-op claims and reimbursement work
Prior approval, proof by channel, rejections and payment, step by step.

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