More Focus, Not More Money, Will Improve Industry Partner Performance

Technology companies spent big in 2006 on their industry partnering strategies. Marketing execs expect to invest even more in 2007, but few are offering more than tepid responses when asked how effective going to industry markets with or through partners was in hitting business goals. Forrester recently surveyed 48 tech marketers about their industry partner ecosystems and learned that better definition around the decision to partner and with whom, dedicated resources, and a more highly structured partnering framework will improve the business performance of their partnerships.