Planning Guide Report

Channel Marketing: Planning Assumptions 2022

September 9th, 2021
With contributors:
Maria Chien , Jay McBain , Dara Schulenberg


A tremendous shift is occurring across the B2B channel with changing buyer and customer needs and preferences, transforming partner business models and value, and growing competition for partner mindshare. As B2B channel marketing leaders plan for 2022, they must increase their focus on partner and indirect customer experience throughout a diverse universe of partners. Leaders also must ensure their strategy, programs, processes, and systems are evolving in ways that will allow channel marketing to ignite, orchestrate, and co-innovate customer value across the partner ecosystem. In this report, we identify five trends that will affect the priorities of channel marketing leaders in 2022.

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