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A partnerships leader interviewing a prospective channel partner across a conference table, an ideal partner profile scorecard and a shortlist of partner names visible on a printed sheet between them, deep navy and warm amber palette

Channel Partner Recruitment: A Practical Playbook

What is channel partner recruitment? Short answer: Channel partner recruitment is the process of finding, qualifying, and signing the partners who will actually sell, service, or implement your product. It is the front door of a partner program, and it decides more about the program’s results than any later stage, because you cannot enable or […]

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Editor's Picks

Channel Marketing: What It Is and How It Works

What is channel marketing? Short answer: Channel marketing is the practice of generating demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to market your product to their audiences, and it measures the pipeline that motion produces. Done right, it turns partners into a demand […]

Partner Marketing: What It Is and How to Run It

What is partner marketing? Short answer: Partner marketing is marketing done with and through your partners to reach audiences you could not reach alone. It spans co-branded campaigns, joint content, referral and affiliate motions, and technology-partner integrations, all aimed at borrowing a partner’s trust and reach. The goal is pipeline that comes recommended, not cold. […]

What Is Channel Marketing? A Clear Definition

What is channel marketing? Short answer: Channel marketing is marketing that generates demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to promote your product to their audiences, and it measures the pipeline that motion returns. In short, it is marketing that reaches buyers through […]

A customer success manager and a partner success counterpart reviewing an account health and expansion plan on a laptop, a printed renewal-and-partner-touch timeline on the desk between them, deep navy and warm amber palette

CSM Partner Enablement: Turning Success Into Pipeline

What is CSM partner enablement? Short answer: CSM partner enablement is the practice of equipping customer success managers to bring partners into the post-sale motion, retention, adoption, and expansion. It makes the CSM a channel for partner value rather than a function that operates as if partners did not exist, which is how most success […]

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A revenue leader and a head of partnerships at a wall monitor mapping an ecosystem GTM, direct, partner-sourced, and partner-influenced motions shown as overlapping lanes against a target account list printed on the table, deep navy and warm amber palette

Ecosystem GTM: Building a Go-To-Market on Partners

What is ecosystem GTM? Short answer: Ecosystem GTM is a go-to-market model that treats the partner ecosystem as a core route to revenue alongside direct sales, not as a side channel. It organizes the company’s selling around where partners already have trust and presence, so deals come through the ecosystem by design rather than as […]

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A founder and a fractional channel chief reviewing a partner program build plan at a desk, a printed first-90-days roadmap and a partner target list between them, a laptop showing a pipeline target, deep navy and warm amber palette

Fractional Channel Chief: When It Works and When Not

What is a fractional channel chief? Short answer: A fractional channel chief is a senior partnerships leader who builds and runs a company’s partner program part-time, on a fraction of a full executive’s hours and cost. It gives a company channel leadership at a stage when the partner motion needs direction but cannot yet justify […]

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A product marketing lead and a partner manager planning a go-to-market with partners on a whiteboard listing segments, partner roles, and a joint launch motion, a printed target account list on the table, deep navy and warm amber palette

Go to Market With Partners: A Practical Playbook

What does it mean to go to market with partners? Short answer: To go to market with partners means building your route to customers around partners who already have the trust, reach, or capability you lack, rather than reaching every buyer directly. It decides where partners carry the selling motion and where your own team […]

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An account executive and a partner rep running a joint customer call, a shared screen showing the customer's account and a printed joint pitch on the desk, deep navy and warm amber palette

How to Co-Sell: A Step-by-Step Guide for Reps

What is co-selling? Short answer: How to co-sell comes down to four steps: find the accounts you and a partner both have reason to work, agree who does what, run the joint deal, and settle credit before close. It is two companies working one account together so the combined motion closes faster than either would […]

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A sales leader and a partnerships lead at a sales floor reviewing a per-rep account list with a recommended partner per account, a printed spiff and registration workflow on the screen behind them, deep navy and warm amber palette

How to Get Sales Team to Co-Sell, Step by Step

What does getting a sales team to co-sell mean? Short answer: How to get sales team to co-sell reduces to one rule: make the partner the easy path on accounts reps already work. They adopt a partner when it shortens their next close, not when they are told partners matter, so engineer that on real […]

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A partner manager and a partner account owner reviewing a shared account list to plan warm introductions, a printed overlap report showing matched customers and a draft intro note on the laptop, deep navy and warm amber palette

How to Get Warm Intros at Partners, Reliably

What is a warm intro from a partner? Short answer: How to get warm intros at partners comes down to making the introduction effortless, hand the partner a specific account, a ready-to-send note, and a clear benefit to their customer. They give intros reliably only when saying yes costs them almost nothing. A warm intro […]

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A partnerships leader and a RevOps manager at a wall monitor reviewing a co-sell scorecard across many partners, a printed standard co-sell motion and a partner tiering chart on the table, deep navy and warm amber palette

How to Scale Co-Selling Without Losing the Motion

What does scaling co-selling mean? Short answer: How to scale co-selling means turning a motion that works with a few partners into one that works across many, by standardizing the play, tiering the partners, and instrumenting the pipeline. It is the shift from co-selling that depends on a few strong relationships to co-selling that runs […]

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A SaaS partnerships leader and a co-sell advisor evaluating options at a table, a printed checklist of co-sell solution criteria and a partner account list between them, deep navy and warm amber palette

Co-Selling Solutions for SaaS Companies: How to Choose

What are co-selling solutions for SaaS companies? Short answer: Co-selling solutions for SaaS companies are the services, frameworks, and software that help a software business sell jointly with its partners, spanning advisory help that designs the motion, frameworks that make it repeatable, and tooling that makes partner deals visible in the CRM. They are not […]

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A partnerships leader and a RevOps analyst at a wall monitor reviewing a partner-sourced pipeline growth chart while planning headcount, printed tier ladder on the table, deep navy and warm amber palette

Scaling a Partner Program: What Actually Has to Change

What is scaling a partner program? Short answer: Scaling a partner program is the work of growing partner-sourced revenue faster than the headcount and effort you add to produce it, by turning a few repeatable wins into a system that does not depend on any single person. It is an operating problem, not a recruiting […]

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