Best Practice Report

“Market And Influence” Partners: Imperative And Increasingly Mainstream Members Of Supplier Ecosystems

The Types Of Partners That Actively Promote, Recommend, And/Or Refer Supplier Offerings

April 5th, 2023
With contributors:
Ian Bruce , Kathy Contreras , Mallory Icenhower , Robin Whiting


With the goal of boosting sales revenues by expanding reach, better serving customers, and accelerating innovation, moving to a partner ecosystem-based business model has become a business imperative. In the partner ecosystem era, it is best practice to segment partners by the roles they play across the customer lifecycle. Referred to as partnership models (or partner macro-classifications), these six roles are: build/innovate, market/influence, sell, source/fulfill, service, and support/retain. In this report we define the distinct partner types that fall under the “market and influence” partnership model.

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