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.

http://www.channelinsider.com/c/a/News/Email-Marketing-Can-Bring-Incredible-Bang-for-the-Buck/

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!