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: 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.

  • For Application Development & Delivery Professionals

    REPORT: Tap Into Your Services Partner's Ecosystem

    Leading Services Firms Orchestrate Your Ecosystem, From Startups To Stalwarts

    January 25, 2018 Amanda LeClair

    The drumbeat of "disrupt or be disrupted" is often substantiated by the success of Uber and Airbnb, insinuating that your organization is under threat from digital startups. But as the importance of the ecosystem grows, we see more opportunities for startups to help your business than to destroy it. In response to clients' innovation demands, leading services firms have invested in startup ecosystems; now is the time to connect to them. This report helps application development and delivery (AD&D) pros understand four ways to tap into their services provider's startup ecosystem.

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Analysts Who Cover Channel Partners

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