Best Practice Report

Establishing The Cornerstones Of Channel Marketing Success

February 9th, 2021


Many B2B organizations have complex channel ecosystems but lack a common understanding of, and alignment across, foundational elements. For channel marketing, three cornerstones orient the function toward success by informing and guiding channel marketing strategy development and channel marketing programs, processes, activities, and measurements. Channel marketers must define each partner type within their channel ecosystem, document partner personas and create persona profiles for each partner type, and map the partner’s journey for each partner type. In this report, we describe the cornerstones of channel marketing success — partner types, partner personas, and the partner’s journey — and provide research and templates organizations can use to establish these foundational elements for their partner ecosystem.

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