Vision Report

The Future Of Channel Marketing Fuels The Channel Multiplier Effect

July 16th, 2021
DS
Dara Schulenberg
With contributors:
Kathy Contreras , Jay McBain

Summary

Adapting to the future of buying puts channel organizations at the forefront of tremendous shifts in route-to-market strategies. New partner business models are emerging in response to evolving buyer and customer preferences for subscription and consumption models, while B2B marketplaces have exploded in popularity to satisfy buyers’ self-service expectations. These shifts have fundamental and varied ripple effects across suppliers’ channel programs, processes, and resourcing. In this report, we define the new expectations for channel and partner marketers and the critical role they must prepare to play.

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