Defining Partner Types And Partner Business Models

Many B2B organizations include multiple partner types in their channel ecosystem. As a critical part of creating a comprehensive channel marketing strategy, channel marketers must first define the unique business model of each partner or classification type within the supplier’s channel ecosystem. Channel partners must be differentiated on the basis of what they do rather than what they are called. Therefore, partners must be defined on the basis of their partnership type or business model. In this report, we detail how channel marketing organizations can define and document the business models of the partners within their channel ecosystem.