I'm a member of the linked-in group "Channel Management Experts" and receive a daily-digest of the conversations that happen within the group.  Multiple topics are addressed including product launch marketing, trade promotion marketing and co-op advertising to name a few. 

Yesterday, someone asked the question, "What are your most successful channel partner or reseller recruitment strategies?" 

There were several answers, but I thought that Alejandro Penaloza from Infomentis nailed it when he summed up his lengthy response as: 

"In the final analysis, what channel partners really want are sustainable channel programs that will enhance cash flow and expand working capital"

Exactly Alejandro, that's right on.  Too many reseller programs (especially in the co-op advertising arena) are so heavily focused on delivering value to the national brand that they forget to include value to the resellers. 

Where does your trade promotion marketing program deliver value?