gleanster | Street Fight

DEBATE: The Marketing of SMB Marketing Solutions

Noah Elkin

DEBATE: The Marketing of SMB Marketing Solutions

Speculation over the best model for providing and marketing SMB solutions — do-it-yourself (DIY), do-it-for-me (DIFM), or the middle-ground option, do-it-with-me (DIFM) — has been swirling for years. Columns from two Street Fight contributors indicate that while technology is part of the current problem, it’s undoubtedly part of the solution as well.

Misalignment Between Brands and Local Affiliates May Be Wasting Massive Amounts of Co-op Funds

Noah Elkin

Misalignment Between Brands and Local Affiliates May Be Wasting Massive Amounts of Co-op Funds

National brands rely on a complex web of local affiliates for representation, distribution, and channel marketing and sales. In these sometimes shaky partnerships, it turns out that massive resources in the form of co-op and market development fund (MDF) programs often go unused or get misdirected, largely due to misalignment between brands and their affiliates.