Planning Guide 2024: Partner Ecosystem Marketing

August 1st, 2023

Kathy Contreras VP, Principal Analyst

Hannibal Scipio Principal Analyst

Maria Chien VP, Research Director

With contributors:

Carrie Hayes , Kiri Bartels , Arianne Burnette

Summary

B2B partner ecosystem marketing leaders are emerging from a year in which many have faced unexpected economic, market, and organizational challenges, and are now preparing to address future growth opportunities as they plan for 2024. Partner ecosystem marketers must gain critical insights into the latest B2B buying behaviors that impact partner ecosystem go-to-market strategies and support the rising importance and expanding values of the partner ecosystem. In this planning guide, we outline the key investments, divestments, and areas of experimentation partner ecosystem marketing leaders should consider to support the transformation required for future growth in 2024.

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