Summary
Global B2B marketing organizations with indirect routes to market often struggle to find the right model to support the nuanced needs of their partner ecosystem globally and across their regions. Polarization between centralized and decentralized roles is detrimental, requiring a balance of ownership between global channel marketing and regional partner marketing. In this report, we introduce best practices for defining the ownership of global channel/partner ecosystem marketing and regional partner marketing roles and a four-step approach to establish balance between these marketing teams to achieve success across the partner ecosystem.
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