Channel Partners

Channel partners include all means of reaching markets with products and complex solutions that tech vendors would find challenging to successfully market unassisted. Examples: VARs, SIs, MSPs, hosters, distributors, developers, retail, and online app stores. Research coverage includes cloud and mobile computing impacts, emerging partner business models, new e-channels and alternate channels, and pricing and program economics.

Latest Research

  • For B2B Marketing Professionals

    REPORT: Now Tech: Channel Incentives And Program Management, Q1 2019

    Forrester's Overview Of 21 Channel Incentives And Program Management Providers

    March 26, 2019 Jay McBain

    You can use channel incentives to improve indirect sales performance, orchestrate partners' behavior, and engender channel loyalty. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B channel marketers should use Forrester's Now Tech report to understand the value they can expect from a channel incentives provider and select one based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: Winning In The Channel Requires Data-Driven Program Innovation

    Leverage Channel Data To Give Partners A Better Experience

    January 2, 2019 Jay McBain

    Channel partners demand consistent, predictable programs, but indirect sales strategies, teams, and technologies reinforce silos in the partner journey, causing partners' dissatisfaction and artificial barriers to growth. Leveraging clean, enriched, and consolidated channel data will better inform each journey step, including program architecture, recruitment, onboarding, incentives, sales enablement, co-marketing, and overall end-to-end management. Channel and B2B professionals must integrate data silos and automate workflows to foster data-driven conversations with partners.

  • For B2B Marketing Professionals

    REPORT: The Forrester Wave™: Partner Relationship Management, Q4 2018

    The 12 Providers That Matter Most And How They Stack Up

    October 31, 2018 Jay McBain

    In our 26-criteria evaluation of partner relationship management (PRM) providers, we identified the 12 most significant ones — Allbound, Channeltivity, ChannelXperts, Impartner, Magentrix, Mindmatrix, Oracle, Salesforce, TIE Kinetix, Webinfinity, Zift Solutions, and ZINFI — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing and channel professionals make the right choice.

  • For B2B Marketing Professionals

    REPORT: Superconnectors: Your Channel To The Channel

    Find And Leverage Community Leaders And Influencers To Build Your New Partner Ecosystem

    October 25, 2018 Jay McBain

    B2B channel and marketing leaders are struggling to find ways to expand recruitment across many new partner types without making significant investments. Superconnectors provide a gateway to diverse partner ecosystems and play a key role in guiding vendors to maximize their visibility and influence in front of these new channels. This research will help you leverage superconnectors and diverse channel communities for access to and influence on new verticals, buyers, segments, solutions, and geographies.

  • For B2B Marketing Professionals

    REPORT: The Three C's Of Shadow Channel Recruitment

    Develop And Exercise Ideal Partner Profiles To Engage The Partners You Now Need

    September 26, 2018 Jay McBain

    In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. B2B channel and marketing leaders recognize that new influencers affect their customers' buying cycle but struggle to refocus their recruitment efforts. This report shows how to leverage ideal partner profiles (IPPs) and deploy the right content to the right channel communities, using superconnectors to provide access to and influence on new verticals, buyers, segments, solutions, and geographies.

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Analysts Who Cover Channel Partners

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