Maria Chien

VP, Principal Analyst

Forrester Bio

Author Insights


Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.

Channel Technology Integration: Can We Talk?

Maria Chien August 2, 2016
  • Many suppliers have invested in foundational systems such as channel marketing and management (CMM) solutions to deliver demand programs
  • CMM platforms allow suppliers to increase the effectiveness and quantity of partners’ marketing efforts but fall short on driving incentive usage
  • As programs evolve, suppliers look to integrate incentive management systems so partners can see what funding is available when considering programs

Top 10 Considerations for Choosing a CMM Solution

Maria Chien May 18, 2016
  • Best-in-class channel marketing organizations are investing in technology to automate and scale the delivery of partner-led demand programs
  • There are many options and vendors for channel marketers to evaluate when selecting a channel marketing and management (CMM) platform
  • By asking the right questions, suppliers can identify major differences and determine which CMM platform aligns best to their requirements

What Keeps Channel Marketers Up at Night?

Maria Chien May 2, 2016
  • SiriusDecisions has identified three key issues that should drive the agenda of channel marketing leaders in 2016
  • New approaches to marketing require suppliers to train partner marketing resources as well as identify metrics to evaluate effectiveness
  • Channel marketers are examining how they can integrate evolving partner types into existing partner programs

Pipeline Acceleration in the Channel

Maria Chien February 16, 2016
  • SiriusDecisions research shows that companies that align sales and marketing efforts focused on the pipeline outperform their peers
  • A systematic, collaborative pipeline accelerations is necessary to drive consistent channel sales and marketing activities
  • Acceleration tactics can impact the following acceleration zones: rapid entry, intra-pipeline and last mile

Secrets of Success From Our Channel Programs of the Year

Maria Chien July 24, 2013
At this year’s annual SiriusDecisions Summit, held in May, I had the privilege of co-presenting awards to four standout channel programs that we selected from the nearly 100 entries we reviewed over the past year. While this presentation did not include glamorous dresses and fashionable tuxedos (although there was a dapper pocket square), it had […]

Marketing Certification: The Missing Ingredient in Partner Enablement

Maria Chien June 20, 2012
Have you ever cooked a meal only to taste it and discover that a key ingredient was left out, so the meal did not taste quite right or have the intended flavor? All of the preparations and resources used to make that meal were not enough, because that one critical ingredient was missing from the […]

For Channel Success, Focus on Total Partner Experience

Maria Chien May 29, 2012

“Before you put yourself in someone else’s shoes, you first have to take off your own.” In other words, before trying to examine a situation from someone else’s perspective, an observer must try to abandon all biases and preconceptions. A case in point in the B2B world is the concept of total partner experience (TPE), used by leading organizations to review their channel programs from a partner’s perspective.


B2B Channel Strategy: Getting a Seat at the Product Marketing Table

Maria Chien August 3, 2011

As B2B organizations rush new products to market, failing to carefully plan a channel strategy is a common mistake. Often the biggest challenge with a new offering is forging a cross-functional alliance across the enterprise that includes channel interests earlier in the process.


Always a Bridesmaid, Never a Bride: B2B Channel Engagement

Maria Chien April 20, 2011

Our research reveals that most partner reps manage one or two key relationships and up to six minor partnerships – each vying for greater mindshare. How can a supplier command enough of a partner’s attention to obtain the coveted top spot?