The role of channel marketing is quickly expanding into the more comprehensive role of partner ecosystem marketing. Partner ecosystems are taking center stage as new buyer and customer preferences demand high-quality customer experience throughout their relationship. Partner ecosystem marketing strategy links the indirect sales organization’s goals to the company’s business goals and provides a long-term vision that informs directional investment and resource allocation decisions. This report outlines the importance of the strategy in helping partner ecosystem marketing leaders align marketing plans, resources, and execution to the corporate strategy.