Trends Report

Brief: Channels — Starting From Scratch

Introducing The Forrester Channel Management Maturity Model

April 27th, 2015
Tim Harmon, null
Tim Harmon
With contributors:
Peter O'Neill , Jacob Milender

Summary

Many B2B marketing professionals starting out on their channel development journey — i.e., when tasked with a corporate decision to "go channel" — face a daunting, confusing maze of partner program options and sometimes conflicting interests. This brief will lay out a maturity model for channel management that acts as a framework for properly staged channel development, and it will explain why this is critical to effect a superior customer experience.

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