Partner Ecosystem Marketing
Insights
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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B2B partner ecosystems are becoming larger, more diverse, and more complex, yet some organizations continue to apply an outdated, single partner demand strategy across fundamentally different partner business models.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 […]
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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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AI Has Changed B2B Buying: Partner Demand Programs Must Follow
Most partner demand strategies were built for a buying environment that no longer exists. Buyers increasingly use AI to discover solutions, evaluate options, and inform decisions. Buying groups now dominate B2B purchases, involving, on average, about a dozen internal stakeholders and approaching 10 external influencers. Expectations for digital experiences continue to rise, and partner ecosystem […]
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Modernizing B2B Partner Programs For The Next Era Of Partner Ecosystem Growth
Today’s B2B partner ecosystems include multiple partner types, diverse business models, and a broad range of value contributions. As partner ecosystems continue to evolve, organizations face an important question: Can yesterday’s partner program support tomorrow’s partner ecosystem? Our latest research suggests that many B2B organizations believe the answer is no. Many Partner Programs Were Built […]
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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. […]
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Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
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Help Your Partners Help Themselves: Elevate Indirect CX
B2B firms on average attain 60% of revenue from existing customers, and a growing share of it flows through partners. Yet many organizations lack visibility into indirect interactions after a deal closes. Although customer experience is a proven growth and retention lever, many direct sales organizations have failed to invest in customer success models, postsale lifecycle orchestration, and value-based engagement for the partner ecosystem and the customers it serves.
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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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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Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
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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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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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AMD Advancing AI 2025
AMD’s Advancing AI 2025 shed light on AMD’s strategic momentum, with a series of focused announcements spanning data center growth, product innovation, and ecosystem expansion. Get a detailed analysis of the event in this post.
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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.
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Buying Networks Are Changing The Game For B2B Companies
AI and the growing role of buying influencers are rewriting the rules of engagement for marketers and sellers. Learn about today’s buying networks and how to begin adapting your strategies.
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What’s Top Of Mind For B2B CMOs In Asia Pacific
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer Discussion session with a small group of CMOs from enterprises across the Asia-Pacific (APAC) region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets […]
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