One of the realities of channel marketing, of which vendor organizations are all too painfully aware, is that the majority of channel partners do not have dedicated marketing resources. So, when a vendor wants their channel partners to run marketing campaigns, it is not only essential to provide a channel marketing automation platform, but also to give the partners the means to make it happen by providing partner marketing concierge services. Now the key question is, once this preliminary phase of deployment has happened, how can a vendor optimize ROI from their programs by learning locally and then scaling globally? This article looks at the key steps to be taken.To build a state-of-the-art channel marketing platform, a vendor needs multiple core components – a channel program, partner profiling, channel marketing automation, partner marketing concierge services, proven and tested end user marketing campaigns, and marketing and sales rewards. The great news is that many of these elements can be replicated across multiple countries using a single, unified approach. While it’s important to localize the language and content for each country, the program won’t scale or provide sufficient return unless a significant portion of the program dollars can be reused in multiple countries. Engaging a global partner marketing concierge organization is critical to make this scalability and localization a reality.Any successful channel development program requires the creation of a sequential approach to delivering various program elements, and should build upon the basic partner program framework elements, which should include partner recruitment, engagement, enablement and management strategies. Here, we will focus principally on one critical aspect of a channel initiative: how to enable partners to generate more demand by using partner marketing concierge services. The following seven core elements will help any vendor to use the same dollar to receive multiple returns.* Deploy Channel Marketing Automation – Ensure that you deploy a platform that can be localized, and allow country teams to access, upload content and programs without being reliant on centralized, global teams. While global content can be easily uploaded and shared via a channel platform, an effective automation platform will enable the reverse to happen – when country teams can upload local promotions or campaigns to the platform. These can be tested in one market, and if successful can then be deployed in other markets.* Leverage Horizontal campaigns – The best way to get return out of campaign dollars is to figure out which campaigns have horizontal potential, i.e. which campaigns will be effective in multiple countries, enabling the use of the same graphical and creative assets in multiple languages. Many vertical campaigns – finance, real estate, healthcare, etc. – tend to be highly country-specific and tied to local market dynamics. So, to build momentum faster, look for horizontal campaigns that can be used in multiple countries.* Globalize core campaigns, localize in-country offers – Any channel marketing automation platform should allow you to customize global content at a local level, for example,