In past posts I have commented on checkbook marketing (and said that it has limited effectiveness without POE involvement) and on not confusing advertising with lead generation. Here is a good example of how SAP is helping partners get the most out of their checkbook with lead generation marketing.
There is so much that is right about this service and the way the reseller is using it: First, it's multi-touch with multiple types of content supported. Second, it's drip marketing at it's best - in the ERP buying cycle, you never know when someone is really ready to buy. Third, the reseller is using their marketing development funds or co-op funds to buy down the cost. Smart, smart, smart!