The document discusses the results of a survey on partner marketing. Some key findings include: - 62% of respondents see partner marketing as a necessary tactic that provides great value. - On average, organizations spend 37% of their overall marketing budget on partner marketing activities. - The top challenges to partner marketing success are a lack of partner commitment and internal resources. - The most common partner marketing programs organizations will invest in are content development and demand generation activities.

1. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S IDG COMMUNICATIONS, INC.
QUALITY
MATTERS
Partnering for Success
Data to benchmark your partner/alliance Marketing efforts

2. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
Value of Partner Marketing Being Recognized
2
Q: How does your organization view partner marketing? What percentage of overall marketing budget did your organization allocate to partner marketing activities in the past 12 months
(not including funds contributed by partners)? How do you expect your organization’s partner marketing budget to change over the next 24 months?
Source: IDG Partner/Alliance Marketing Survey, 2019
62%
21%
7%
5%
5%
A necessary marketing tactic that
provides great value
A marketing tactic that provides some value
A marketing tactic that provides us little value
A marketing tactic that has negatively
impacted our organization
A tactic we just recently started and haven’t
measured any impact yet
37%
of overall
marketing
budget spent
on partner
marketing
activities
Increase
68%
Stay the
Same
21%
Decrease
8%
Not Sure
2%
BUDGET DIRECTION

3. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
AVERAGE <1,000 1,000+
116 55 157
118 58 158
155 73 212
26%
30%
20%
12%
10%
31%
23%
17%
17%
8%
27%
20%
17%
19%
15%
Less than 10
10 – 49
50 – 99
100 – 499
More than 500
Channel Partner/Reseller
Systems Integrators
Technology Partners
Programs Include Many Partners
3
Q. How many partners is your organization currently working with?
Source: IDG Partner/Alliance Marketing Survey, 2019

4. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
No
14%
Unsure
4%
Yes
82%
Documented Strategy is the Norm
4
Q. Does your company have a documented partner marketing strategy?
Source: IDG Partner/Alliance Marketing Survey, 2019
No
12%
Unsure
4%
Yes
85%
TECH VENDORS
Tech Vendor 85%
Consultant/SI 76%
Channel 72%
Services/Agency 87% <1,000 74%
1,000+ 91%
<1,000 71%
1,000+ 89%
<1,000 25%
1,000+ 7%

5. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
Internal & External Commitment a Challenge
5
Q. In your role, what are the greatest challenges to partner marketing success?
Source: IDG Partner/Alliance Marketing Survey, 2019
12%
12%
14%
15%
15%
16%
16%
17%
18%
19%
20%
21%
22%
22%
26%
27%
27%
Not enough content that addresses the partner solution
Lack of products/offerings or things to market and sell
Too many partners with undifferentiated offerings
Partners aren’t spending their marketing dollars/letting them expire
Difficult to focus resources / program complexity
Lack of commercial success
Partner doesn’t fully understand our business
Process is too cumbersome
Our contact covers too many vendors to give us the focus we need
Insufficient funds
Lack of strategy
Pressure from the business to concentrate all efforts on one area of the funnel
Managing/aligning with partner expectations regarding success measurement
Lack of resources
Lack of partner marketing expertise
Too many competing priorities
Lack of partner commitment
<1,000 21% | 1,000+ 12%
3.3average
number of
challenges

6. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
Content Dev. & Demand Gen Lead Investment
6
Q. What are the top 3 marketing programs you will spend partner marketing budget on in the next 12 months? Thinking about the partner marketing programs completed in the past 12
months, how many have ultimately yielded successful results?
Source: IDG Partner/Alliance Marketing Survey, 2019
24%
27%
30%
30%
32%
32%
40%
40%
Telemarketing
Lead nurturing
Thought leadership
Social media presence
Branding
Events
Demand generation
Content development <1,000 47% | 1,000+ 36%
<1,000 37% | 1,000+ 25%
57%
of partner marketing
programs ultimately
yielded successful
results in the past 12
months. <1,000 53%
1,000+ 60%

7. I D G C O M M U N I C A T I O N S , I N C .
Q U A L I T Y
M A T T E R S
7
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