Best Practice Report

Discover The Lost Opportunity: Indirect Customer Demand And Revenue

Realize The Importance Of Through-Partner Customer Demand For Partner Ecosystem Revenue And Growth

August 16th, 2023
With contributors:
Maria Chien , Amy Bills , Kiri Bartels , Arianne Burnette


The majority of B2B partner demand programs target only net new buyers, rather than partners’ customers. This ignores partners’ existing, loyal customer base, and represents a tremendous lost opportunity through partners. Indirect customer demand must become a top area of focus for partner ecosystem marketing leaders. In this report, we highlight the opportunity lost by ignoring indirect customer demand.

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