Best Practice Report

B2B CMOs Must Elevate Partner Ecosystem Marketing

Transformation Is Critical For A High-Performing, Future Fit Partner Ecosystem

November 17th, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Matthew Selheimer , Paul Ferron , Maria Chien , Hannibal Scipio , David Parry , Julia Swerdlow , Kate Pierpont

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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