Best Practice Report

Gaining Insight Into Partner Marketing And Demand Capabilities

June 1st, 2020
Maria Chien, VP, Research Director
Maria Chien VP, Research Director

Summary

As B2B channel marketing leaders increasingly look to their partners to drive demand for their offerings and create opportunities, many are faced with limited insight into their partners’ marketing capabilities, target prospects, and customers, which leads to misalignment between supplier and partner. Suppliers that gain a deep understanding of partners’ marketing capabilities can and improve partner marketing results. In this report, we discuss gathering and assessing critical insights to improve partner marketing effectiveness and results, as well as various approaches to gathering the data, and guidance on how to use the information once it’s been gathered.

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