Trends Report

“Sell” Channel Partners: The Cornerstone Of Partner Ecosystems

The Types Of Partners That Actively Sell Supplier Offerings

March 28th, 2023
With contributors:
Kathy Contreras , Maria Chien , 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 “sell” partnership model.

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