Summary
Channel marketing teams that are intent on improving partner experience, expanding through-partner marketing efforts, and optimizing customer engagement through partners must cater to multiple partner types despite flat investment levels and scarce resources. Today’s channel marketers also are responsible for implementing partner engagement and demand creation processes supported by channel-specific technologies and fueled by the data that these systems generate. In this report, we describe five planning assumptions that channel marketing leaders should incorporate into their planning for 2019.
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