Aligning Content To The Partner’s Journey

January 1st, 2018

Summary

When suppliers attempt to satisfy their channel partners’ content needs by blindly recycling content originally meant for direct sales, they typically experience lackluster content usage. As a result, messaging fails, resulting in underperforming recruitment, onboarding, and demand creation programs. In this report, we map three types of supplier content — recruitment, enablement, and demand creation — to the partner’s journey and share insights into how and when to deliver content to drive channel marketing effectiveness.

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