The Forrester Channel Marketing Maturity Model

January 1st, 2018

With contributor:

Dara Schulenberg

Summary

Channel marketing organizations often experience a spike in activity when they look to enhance their capabilities to grow partner-led demand, recruit new types of partnerships or adopt a partner ecosystem model of customer value creation. This growth requires a channel marketing organization to objectively evaluate its capabilities, set goals for maturity improvement, and seek to maximize efficiency. In this report, we introduce the Forrester Channel Marketing Maturity Model and describe how it can be used to evaluate a channel marketing function.

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