SproutLoud Disrupts Co-Op Marketing with Intelligent Funds Management

December 12th, 2017 by
Jared Shusterman - CEO of SproutLoud

Jared Shusterman, CEO of SproutLoud

SUNRISE, Fla., Dec. 12, 2017/PRNewswire/ — Quickly adapting to changing market conditions sets leading Brands apart. But traditional Co-Op Advertising makes this nearly impossible for Brands that market products through networks of Local Partners, retailers, agents and dealers.

Today SproutLoud, the leading Channel Marketing Automation Platform, launched Intelligent Funds Management: a rules-based engine revolutionizing the way Brands use Co-Op funds to increase Partner participation and sales. Intelligent Funds Management allows Brands to:

  • Use SproutClaims, our SaaS-based Claims and Reimbursement module, saving Brands up to 50% on administrative costs and offering the option to have audits and reimbursements completed in as little as 24 hours.
  • Implement SproutPay Instant Funding:  a proprietary technology that centralizes campaign execution and integrates 75+ world-class Marketing Service Providers, so Brands can provide Co-Op funds instantly without the threat of fraud or ineffective use.
  • Choose to use SproutClaims and SproutPay technology, together or separately, to disperse Co-Op to Partners.
  • Shift Co-Op funds to high-performing tactics and instantly apply those changes to assets across the entire Partner network.
  • Extract insight on what’s working, based on business intelligence inherent to the Platform.

Such innovations are crucial to improving the Partner Marketing experience, according to experts at SiriusDecisions, a global B2B research and advisory firm.

“As partner marketing programs evolve, suppliers look to integrate incentive management systems, so partners can determine what funding is available when considering programs and allow partners access to relevant marketing activities, so they can easily do business with you,” said Maria Chien, service director of Channel Marketing Strategies at SiriusDecisions. “The value derived from this integration spans from improving adoption of the platform to increasing incentive usage and streamlining a once-onerous process for a more positive partner experience.”

SproutLoud’s Intelligent Funds Management is disrupting the traditional, 100-year-old Co-Op Claims and Reimbursement process, which requires extensive administrative work for Partners and added expenses for Brands.

“Building on 10 years of experience in Co-Op Advertising, SproutLoud created Intelligent Funds Management to transform Co-Op by delivering groundbreaking flexibility and responsiveness,” said Jared Shusterman, CEO of SproutLoud.



SproutLoud, the leader in Channel Marketing Automation, gives Brands the intelligence to simplify campaign execution, amplify the power of their spend and accelerate local Channel Sales. A major disruptive force in the Channel Marketing Automation landscape, SproutLoud offers distributed marketing software, services, and support to help Brands and their Partners compete and win.

Media inquiries: contact Elizabeth Vempala, SproutLoud Content Marketing Manager, at
Sales inquiries: contact or 954-476-6211 x3

The 2018 Co-Op Budget Planning Handbook

September 29th, 2017 by

SproutLoud Announces Rollout of Co-Op Marketing Technology Platform for Global Flooring Leader Mohawk

March 28th, 2017 by

SUNRISE, Fla., March 28, 2017 — South Florida-based marketing technology innovator SproutLoud announced they are now managing Mohawk Flooring’s Co-Op Claims and Reimbursement process for 5,000 of Mohawk’s local dealers. The world’s largest flooring company, Mohawk is renowned for innovation and leadership. SproutLoud, a recognized leader in Channel Marketing, gives Brands the intelligence to simplify campaign execution, amplify the power of their spend and accelerate local Channel Sales. SproutLoud’s cutting-edge Co-Op marketing platform transforms the reimbursement process into a model of efficiency and transparency with real-time data available to Mohawk and its distributed dealers.

In fact, Mohawk Flooring is among multiple new clients this quarter that have turned to SproutLoud as their solution to make Co-Op Claims and Reimbursement easier for dealers and better aligned with Brand efforts.

“We are honored that Mohawk Flooring chose SproutLoud to create and manage a superior marketing automation tool that reflects Mohawk’s dedication to quality and innovation in its  products and relationships with its local dealers,” said Jared Shusterman, CEO of SproutLoud.

Mohawk Flooring commissioned the award-winning capabilities of SproutLoud’s Marketing Automation and Intelligent Funds Management platform in an effort to deliver more value to dealers and elevate Co-Op program effectiveness across the network and in key growth markets.

Mohawk’s Co-Op system with SproutLoud now features:

  • Greater accuracy and visibility of funds within systems across all platform tactics
  • Faster payout for claims submitted online
  • Updated claims status and amounts paid
  • Customer care representatives to assist with applications, pre-approvals, claims and account questions


SproutLoud, a recognized industry leader in Channel Marketing, gives Brands the intelligence to simplify campaign execution, amplify the power of their spend and accelerate local Channel Sales. The marketing technology company’s innovative SaaS Platform:

  • Delivers expert production and cloud-based distribution of assets
  • Centralizes campaign planning and local marketing automation
  • Drives more participation from Channel Partners
  • Empowers Brands to invest only in what works, with real-time performance analytics

In the last 10 years, SproutLoud has grown into a major disruptive force in the Through-Channel Marketing Automation landscape. The company’s comprehensive Distributed Marketing software, services, and support give Brands every element they need to excel at marketing through Local Partners.

For more information on SproutLoud’s software, services and support, please contact: or 954-476-6211 x 3.


3 Reasons Channel Partners Are Not Taking Your Money and How to Mitigate the Problem

October 14th, 2015 by

There are essentially three main problems that cause co-op or marketing development funds to go underutilized: weak internal promotion of the program to partners, cumbersome disbursement and reimbursement processes, and simply they don’t know how to spend it.

So how do you mitigate those encumbrances step-by-step, and can I illustrate with examples? Sure.

How to Mitigate Weak Internal Promotion

Every network is different (some are open and some are close, while some more apathetic than others), but they all respond to robust communication so let’s go through the steps:

  1. Evangelize the channel reps by clearly showing them (with video, testimonials, stats, in-person / telephone meetings or whatever it takes) the value proposition of the co-op or market development fund so they can evangelize it for you throughout the network.
  2. Directly contact the local partners definitely through email and possibly through phone calls or direct mail. (Yes, multi-touch point communications aren’t just for customers.) Make sure the promotion towards the partners is compelling, again using any means necessary to demonstrate the value proposition.
  3. Make sure communication to channel reps and partners is timely; promote funds to local partners in time to opt-in to the great preconfigured marketing programs that run in accordance with partners’ peak sales seasons and or create dialogue with customers in a relevant-timely manner.

How to Mitigate Cumbersome Disbursement and Reimbursement Processes

In general, you will need to drop manual processes, divest of legacy technologies, and reject the tendency to manage promotional allowance with fragmented technologies.

  1. Use a co-op funds management tool to assign, distribute, and reconcile funds that ties into the same marketing resource management platform where the preconfigured marketing programs are offered.
  2. Make sure the tool has electronic funds distribution of disbursements and reimbursements, approvals functionality, and historical account statements to track fund usage behavior over time.
  3. Revise what your internal processes and the tool can do to help partners with compliance for tax and legal regulations, and in providing an audit trail.

How to Mitigate the Problem of Partners That Don’t Know Where to Spend Funds    

Partners are not marketers and are so focused on operations they don’t know where to spend the available funds. When they do make decisions on digital and traditional ad spend those decisions can be knee-jerk, which leads to ill-spent funds.

  1. Offer preconfigured marketing programs through your “Through Partner Marketing Automation” platform that is tied to the co-op funds management tool. Subsets of marketing programs should be packaged into marketing plays that can be run by partners within certain time parameters.
  2. Educate partners on how to evaluate their local context and choose the correct marketing programs offered to them.
  3. Provide easy access to a local marketing coordinator or marketing concierge service that is essentially a dedicated customer service representative to help partners customize and deploy their program.

Co-op and market development funds are and will continue to be the foundation upon which many indirect channel partner marketing programs are built. That is why their optimization must be prioritized over the optimization of the individual marketing programs themselves. You have seen from the explanation above that it’s possible with good internal communication, good technology and a robust local marketing strategy, you can mitigate your risk and get your channel partners engaged in a mutually beneficial co-marketing program.


Why Co-Op Funds Make The Best Holiday Gift

December 26th, 2013 by

Move over gift baskets, and make room for the best gift ever this holiday season: Co-Op Funds! Don’t get me wrong, many love the tasty treats in the gift baskets that they receive each year, but it sure makes a strong statement when you give a gift that lasts and is truly thoughtful.

The gift of co-op funds is more than Santa simply doling out checks. This is a gift of thought. The franchisors really do care about the franchisees and want to give them all the resources they need to blossom. So when you think of co-op funds, you should think that it is a way to support the franchisee by giving them a step up to attract more customers that can last a lifetime, resulting in a thriving business and story of success. This, my jolly friend, is the concept of relationship-fortifying thoughtfulness, the true heart of giving.

It’s never too late. If you want to give out a New Year’s gift for 2014, or begin planning for next year I strongly suggest you consider co-op funds and think about how your plans of co-op marketing will benefit your franchisee.

And, hey, it doesn’t hurt that it increases the betterment of the brand itself!

Happy Holidays Folks!

Want to know more about co-op funds and how to use them? Read this article: “Why Every Brand Should Offer Co-Op Funds”

Designing Promotions for Your Desired Effect

August 21st, 2010 by

I recently read an article highlighting problems some companies using Groupon, a group buying site, have been experiencing . While the story documents their tribulations very well, what surprises me is that there is no mention of why each of the companies mentioned in the article decided to use a Groupon in the first place.

Put simply, what was the purpose of the promotion they executed? The article documents Groupon’s attempt at problem solving by trying to prevent their clients from being overwhelmed by program results, however, there is no mention of how designing offers to generate the behavior that stores want can also affect the outcome of the program.

Consumers’ purchase motivation, and consequently program participation, can vary greatly among different types of offers. For example, a coupon giving users $20 dollars of food for $10 is a very different offer than 50% off a dozen cupcakes. The first example is a price discount, likely to generate interest from new customers and generate trial, which is good, but would also be taken advantage of by people just looking for “free something”.

Those bargain hunters would be less likely to take advantage of the second offer, a volume discount (unless they really love cupcakes) because they are more conscious about spending money than the overall value of what they are purchasing. Volume discounts provide stores an added benefit by driving down material cost, improving the profit margins on the product or service being sold.

Our clients face the same types of issues every day when they are designing co-op programs. They have to decide how to offer funds in a way that both motivates local level marketers to participate in promotions and accomplishes their corporate objectives. Fortunately, they have lots of flexibility when creating co-op fund allocations including message quantity, dollar allowances, percentage discounts, or even rebates based on previous participation, each of which can shape local network involvement and marketing behavior.

The bottom line is that any promotion needs to be crafted with the purpose and audience in mind, and designed properly to generate the desired behavior, no matter who your client. Groupon’s issues only show that, yes, there really can be too much of a good thing.


Realize the Full Potential of Co-Op

January 21st, 2010 by

Co-op, stipend, marketing funds, ad dollars – whatever you call it, we all know that a well run co-op program can be a powerful catalyst to help drive sales. All types of sales and marketing campaigns can benefit from the extra attention and dollars a Co-Op fund provides, including:

• New Product Launches
• Relief of Excess Product or Service Inventory
• Time Sensitive Promotions
• Sales Inventory Incentives or Rewards

Unfortunately, too often, the entire co-op process will conjure up frustrating thoughts of laborious manual steps, tedious accounting reconciliations, and numerous disagreements on usage – in short, a nightmare. Yet when used properly, co-op aligns a strong channel strategy with Demand Generation programs, providing incentive for local marketers to advertise specific promotions to drive sales to both parties.

In fact, take a look at a study in the The CMO Survey conducted by the Duke University Fuqua School of Business and the American Marketing Association in August of 2009, which listed:

Channel Partners #1 Priority in the Next 12 Months

Co-Op marketing, funds, advertising

Source: The CMO Survey, Duke University Fuqua School of Business and the American Marketing Association, August 2009

In order to give channels what they need and want, while keeping the process scalable, cost-effective, trackable, efficient and easy-to-use for both parties, co-op needs to be tied into dissemination of marketing material to the field. This automates the funding strategy behind a system that manages the brand and marketing requirements that the co-op program needs to enforce. Everyone wins.


The Numbers Prove that Direct Marketing Continues to Perform

December 8th, 2009 by

I recently ran across an interesting tidbit of information related to the ROI on Direct Marketing vs. non Direct Marketing spends.

“For 2008, every $1 spent on direct marketing advertising resulted in $11.63 in direct marketing driven sales, on average. Conversely, every $1 spent on non-direct marketing advertising resulted in average sales of $5.24.

By 2013, direct marketing ROI is expected to improve to $12.30 per ad dollar spent. Non-direct marketing ROI is expected to remain flat at $5.23 in sales per ad dollar spent.”

The moral of the story………put more money towards direct marketing, not less.

(Source: The Direct Marketing Association (DMA), The Power of Direct Marketing, 2008-2009.)