Trends Report

New Partners Won’t Thrive In Current Channel Programs

Augment Tiered Precious-Metal Schemes By Investing In Programs Tuned To Non-Reselling Partners

March 23rd, 2020
With contributors:
Caroline Robertson , Miriam ElKorchi , Kara Hartig

Summary

B2B marketers and channel professionals must understand that the tiered precious-metal program, while useful for traditional resell-based partners, doesn’t effectively serve new ecosystem partners such as alliances, affiliates, advocates, ambassadors, and affinity. Before broadening channel ecosystems, tech companies must effectively attribute revenue, invest in digital self-service tools, and automate workflows. Two different, but equally important, types of partners are emerging: resellers and non-resellers. This report shows how ecosystems will replace traditional partner programs and that B2B marketers and channel pros will need to build new programs to serve all partner business models.

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