Best Practice Report

Establishing A Partner Event Strategy

February 11th, 2020

Summary

B2B organizations can leverage a broad universe of events to achieve channel-specific goals. Channel marketers must establish a comprehensive partner event strategy prior to developing their annual event plan. Most B2B organizations manage and support partner-related events in an ad hoc fashion. In many cases, channel leaders lack a strategic focus or plan for managing the universe of partner events; as a result, events are planned with a reactive, opportunistic, or tactical approach. This report introduces the elements of a well-defined and comprehensive partner event strategy to achieve channel-specific goals.

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