Charter Report

Establishing A Successful Enterprisewide Partner Enablement Strategy

January 1st, 2018
Maria Chien, VP, Research Director
Maria Chien VP, Research Director

Summary

Suppliers are under constant pressure to increase partner competencies to achieve full productivity. While enabling partners is a high priority, organizational accountability for enablement is often lacking. Channel marketing, channel sales, portfolio marketing and other functions have important roles in designing and delivering partner enablement. A lack of coordination leads to continued random acts of enablement, a duplication of efforts, and diluted, inconsistent messages and positioning. In this report, we outline the mix of functional interlocks with a supplier’s product, marketing, and sales teams that channel marketing must orchestrate to enable partners to achieve full productivity.

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