Summary
The traditional approach to designing, developing, and optimizing partner programs is evolving. B2B organizations must recognize transactional partners, such as distributors and resellers, as part of a more comprehensive partner ecosystem that offers extended products and services for a more customer-obsessed approach to addressing buyer needs. CMOs must understand the growth potential that partner ecosystems provide and transform traditional channel marketing into a partner ecosystem marketing function that better supports customer value and company objectives.
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