Vision Report

The Future Of Partner Ecosystem Marketing Fuels The Multiplier Effect

January 17th, 2023
CH
Carrie Hayes
With contributors:
Kathy Contreras , Hannibal Scipio , Kiri Bartels , Arianne Burnette

Summary

Partner and channel organizations are at the forefront of tremendous shifts in route-to-market and value-to-customer strategies in response to new and expanding partner business models and values and evolving buyer preferences. B2B digital routes-to-market and partner marketplaces have exploded in popularity to satisfy some buyers’ self-service expectations. These shifts fundamentally affect suppliers’ partner programs, processes, and resourcing. In this report, we define the expectations for the newly formed partner ecosystem marketing and/or traditional channel marketing functions and the critical role they must play in the evolution of the partner ecosystem marketing strategy.

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