With over 30 years of experience in the IT channel, we’ve built strong relationships and a proven track record in managing MDF and alliance funds—from strategic planning to execution. We specialise in delivering campaigns through the channel and providing POE aligned with vendor KPIs. Our deep understanding spans the full vendor–distributor–reseller ecosystem.
…So why CI Group?
Our Insight-Led Engagement Model
Channel marketing
Through marketing execution, we get audiences to take notice to what you have to say and influence them to act in a way that supports your growth and generates opportunities.
Brand and product activation
We’ll help you take your products and services to market by augmenting awareness through integrated campaigns that cut through the noise of a congested marketplace.
Partner engagement & training
Empower partners through tailored training and engaging experiences that elevate their expertise, foster loyalty, and transform them from sales representatives into passionate brand advocates.
Sales enablement & Lead generation
Enable your partners to sell better with materials and collateral that provision seamless, consistent conversations with customers .We help you create demand in market or activate latent demand where it exists in end-users
Hype days
Hype Days energise sales floors with immersive, on-brand experiences that boost morale, deepen product knowledge, and drive immediate engagement and sales performance uplift.
Incentive and reward
Use tactical and triggered incentives and rewards to influence and motivate your audiences – an incredibly effective way of changing behaviours.
MDF activation and reporting
CI Group simplifies MDF and reporting with streamlined processes and transparent insights, ensuring optimal fund usage, compliance, and clear ROI visibility for partner marketing activities.
How Resilient Is Your Channel Marketing Plan?
Here’s a list your strategy must tick.
| Can You Capture Early Buyer Attention? |
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| Are You Equipping Partners to Sell Complex Solutions Confidently? |
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| Is Your Plan Built to Keep Partners Engaged Long-Term? |
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| Are You Turning Incentives Into Measurable Performance Gains? | |
| Do You Have Real-Time Visibility Across Your Programmes? | |
| Do You Have an Integrated, Always-On Plan—Not Just Campaigns? | |
Download our Channel Marketing Blueprint
Making Partners Care, Act, and Sell Through →
Brand Activation That Cuts Through Channel Clutter
→ With buyers valuing insight over info, we focus on storytelling and integrated digital journeys that influence early and often.
→ Whether launching AI-driven solutions or multi-vendor bundles, we create activation plans that simplify the value proposition and accelerate uptake.
→ We turn brand visibility into measurable outcomes, helping partners generate pipeline and track what actually delivers ROI.
Partner Enablement, Education, and Engagement
Empower your partners to become true advocates through ongoing education, training, and meaningful engagement. From essential learning modules to comprehensive Partner Programmes and Learning Management System (LMS) builds, we equip you with the tools to elevate partner knowledge and expertise.
Our approach ensures your partners can confidently communicate your value, supported by tailored sales enablement materials and go-to-market strategies for resellers, distributors, and alliances.
Incentives and Rewards: Driving Behavioral Change
Backed by behavioural psychology, our approach taps into reinforcement theory – where the right stimulus (incentive) at the right moment can shift habits and shape behavior. By understanding and applying these principles, we ensure that each initiative not only delivers value but also fosters lasting behavioral change.
Hype Days: Engaging Events with Innovative Tools
| Our Hype Days energise and upskill your partners with hands-on, immersive experiences. | |
| We tailor each session by partner type, market maturity, and product complexity. | |
| Our new events app streamlines logistics, boosts engagement, and tracks impact in real time. | |
| You get rich insight, measurable outcomes, and a format that adapts to your channel’s needs. | |
MDF Activation & Reporting: Maximising Fund Effectiveness
With over two decades of experience in the IT channel, CI Group comprehends the nuances of channel dynamics and MDF management. Our tailored approach ensures that MDF programs are not only effective but also aligned with your business goals. We provide insights into:
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MDF Effectiveness by Partner/Region: Assessing performance across different segments.
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Funds Claimed vs. Available & Pending Approvals: Tracking fund utilisation and approval statuses.
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ROI Reporting: Evaluating returns by campaign, partner, and other relevant metrics.
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Activation Type Effectiveness: Understanding which initiatives yield the best results.
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Predictive Analytics & AI Insights: Leveraging advanced tools for future planning.
Sales enablement & Lead generation: Fueling the Sales Funnel
Let’s Bring Simplicity to Your Channel Complexity
No hard sell. Just smart, experienced guidance.
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Incentive Strategy and Communication
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