Channel Marketing
The mandate for channel marketing leaders has grown more complex in today’s buyer-first climate. Alignment with and among suppliers and partners is key to providing the high-touch experience customers expect. Explore our insights to help build a sound channel marketing strategy that enhances partner and customer experience and demonstrates business value.
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Partner Ecosystems Earned Their Strategic Seat At The Table — Now What?
Partner Ecosystem Strategy Is Business Strategy For years, B2B partner ecosystem leaders have worked to prove that partner ecosystems deserve strategic attention. Our latest survey data suggests that this battle has largely been won. According to The State Of B2B Partner Ecosystems, 2026, 70% of partner ecosystem and channel marketing decision-makers say that orchestrating or […]
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Has Your Partner Demand Strategy Kept Up With Your Evolving Partner Ecosystem?
B2B partner ecosystems are becoming larger, more diverse, and more complex, yet some organizations continue to apply an outdated, single partner demand strategy across fundamentally different partner business models. The consequences are clear: Investments are misaligned, resources are spread inefficiently, partner engagement suffers, and demand performance falls short of expectations — the opposite of driving […]
Blog
Beyond MDFs: Partner Incentives Enter A New Era Of Strategic Investment
For many B2B organizations, partner incentives have historically centered on market development funds (MDFs) and co-op funding. Although funding programs remain essential, new data from Forrester’s Partner Ecosystem Marketing Survey, 2026 suggests that partner incentive strategies are becoming broader, more strategic, and increasingly tied to business outcomes. Partner ecosystem leaders are expanding beyond traditional funding […]
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Partner Ecosystem Growth’s New Challenge: Understanding How Partners Create Value
For years, B2B organizations have expanded their partner ecosystems by adding new partner types, routes to market, and strategic relationships. The result has been greater market reach, new growth opportunities, and increasingly complex partner ecosystems. A growing challenge for suppliers is establishing a clear, consistent, and effective definition of the partners within their partner ecosystem. […]
Blog
Partner Marketing Automation Platform Investment On The Rise
In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. Even more telling, nearly 60% of organizations not currently using partner marketing automation […]
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Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
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Partner Ecosystem Excellence Requires A Strong Foundation
As partner ecosystems grow in complexity and strategic importance, leaders must invest in the foundational work that enables scale and agility. Learn about three cornerstones of partner ecosystem success.
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Trust: The Hard Currency Of B2B Partner Ecosystem Success
For business buyers, trust often determines purchase intent. For partner ecosystems, establishing trust fuels partner loyalty. Learn what it takes to build and sustain trust in these relationships.
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Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Blog
Partner Attribution Is Broken — Here’s Why B2B Executives Must Lead The Fix
Partner attribution is broken in most B2B organizations, creating executive blind spots that undervalue the strategic impact of partnerships across the ecosystem. My latest report, “Plotting The Path For Partner Attribution,” highlights the urgent need for precise measurement to unlock partner-driven innovation, growth, and competitive advantage.
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Continued Growth In Scale And Complexity: The State Of Partner Ecosystems In 2025
Get three key takeaways from Forrester’s recent Partner Ecosystem Marketing Survey in this preview of a new report.
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Igniting Partner Advocacy: A Strategic Imperative For B2B Marketers
In today’s fast-evolving B2B landscape, partner ecosystems have emerged as a cornerstone of sustainable growth. Learn the benefits partner advocacy offers to suppliers, their partners, and customers.
Blog
A TikTok Ban Is More Likely, But It Might Not Go Dark
The US Supreme Court seems to be leaning toward upholding the law to require TikTok’s divestiture or have it face a ban, but this doesn’t mean that we’re at the end of the road.
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Meta’s Content Moderation Pivot Reflects A New Political Climate
Meta's announced pullback in its content moderation policies reflects a growing shift in American sentiment around anti-censorship and free speech. What could it mean for the user experience and for ad dollars?
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Leverage Synergy To Stretch Your 2025 B2B Marketing Budget
Today, Forrester released our 2025 Budget Planning Guides. It’s always an exciting time when we gather survey data and insights from our client conversations to produce a set of collective recommendations that B2B marketing executives should consider for the year ahead. Read below for this year’s key planning guide highlights. Benchmark your current spending While […]
Blog
Real Talk With Ecosystem Partners: GTM Evolution
Early in my career, I received wise but tough coaching from a manager regarding struggles with a new colleague on a strategic project: Pull them aside and have a real, candid conversation with the pursuit of clarity and understanding for the sake of the shared vision and mutual success. The “real talk” that my colleague […]
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B2B Marketers Expect To Do More With More — But It’s Not As Good As It Sounds
Forrester's latest Marketing Survey shows that marketing executives and operations leaders anticipate budget increases this year. Capitalizing on this opportunity requires overcoming formidable challenges.
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A Guide For Understanding The Marketing Analytics Landscape
Harnessing the power of marketing analytics isn’t just about crunching numbers — it’s about unlocking insights. Get a roadmap for navigating the marketing analytics landscape in this preview of our new report.
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Announcing Forrester’s B2B Program Of The Year Award Winners For North America
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.
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Announcing The Winners Of Forrester’s Coveted B2B Return On Integration Honors For North America
These three companies have transformed their businesses to maximize customer value and relentlessly drive internal alignment. Get a preview of the success stories they will share at B2B Summit North America in May.
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