Vision Report

The Future Of Partner Ecosystem Marketing Fuels The Multiplier Effect

January 17th, 2023
Maria Chien, VP, Research Director
Maria Chien VP, Research Director
Carrie Hayes, null
Carrie Hayes
With contributors:
Kathy Contreras , Hannibal Scipio , Kiri Bartels , Arianne Burnette

Summary

Partner and channel organizations are at the forefront of tremendous shifts in route-to-market and value-to-customer strategies in response to new and expanding partner business models and values and evolving buyer preferences. B2B digital routes-to-market and partner marketplaces have exploded in popularity to satisfy some buyers’ self-service expectations. These shifts fundamentally affect suppliers’ partner programs, processes, and resourcing. In this report, we define the expectations for the newly formed partner ecosystem marketing and/or traditional channel marketing functions and the critical role they must play in the evolution of the partner ecosystem marketing strategy.

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