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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 partner marketing operations lead showing two channel partners how one campaign kit launches in their own branding, on a wall monitor in an open office, a printed campaign calendar on the desk, deep navy and warm amber palette

Through Channel Marketing Automation: What It Is

What is through channel marketing automation? Short answer: Through channel marketing automation is software that lets many partners run a vendor’s marketing campaigns at scale, each in their own branding and voice, from a shared system. It solves a specific problem: equipping a hundred partners to launch the same campaign without a marketer building it […]

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A partner marketing manager and a technology partner's marketer planning a co-branded campaign on a glass whiteboard in a bright office, a printed joint webinar plan on the desk, deep navy and warm amber palette

What Is Partner Marketing? A Clear Definition

What is partner marketing? Short answer: Partner marketing is marketing that a vendor runs with and through its partners rather than only through its own direct team, covering co-branded campaigns, joint content, and demand generation that borrows a partner’s audience and trust. It turns partners into a marketing channel, not just a sales channel. The […]

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A channel marketing manager and a reseller's marketing lead planning a co-branded campaign on a wall monitor in an open office, a printed joint campaign brief on the desk, deep navy and warm amber palette

Channel Partner Marketing: What It Is and How It Works

What is channel partner marketing? Short answer: Channel partner marketing is the practice of generating demand through a vendor’s channel partners, meaning resellers, distributors, and solution providers, rather than only through the vendor’s direct marketing. It equips those partners to market the vendor’s product to their own customers and prospects, and it measures the pipeline […]

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A channel operations lead and a RevOps analyst comparing channel sales software dashboards showing partner-sourced pipeline on a wall monitor in an open office, a printed deal-registration list on the desk, deep navy and warm amber palette

Channel Sales Software: What It Is and How to Pick It

What is channel sales software? Short answer: Channel sales software is the set of tools a vendor uses to run selling through partners, covering deal registration, partner portals, pipeline tracking, and the reporting that ties partner-sourced deals to revenue. It is the operational backbone of a channel sales motion, the way a CRM is the […]

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A partner operations manager walking a new partner through an onboarding checklist on a laptop in a bright office, a printed step-by-step onboarding sheet on the desk, deep navy and warm amber palette

Partner Onboarding Checklist: What to Include

What is a partner onboarding checklist? Short answer: A partner onboarding checklist is a defined, repeatable list of the steps that take a new partner from a signed agreement to their first deal, covering setup, access, training, certification, and the first co-selling motion. It replaces the ad-hoc scramble that most programs default to with a […]

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A partner program lead reviewing an onboarding activation plan with a new reseller in a conference room, a printed 30-60-90 day partner plan on the table, deep navy and warm amber palette

Partner Onboarding Best Practices That Work

What are partner onboarding best practices? Short answer: Partner onboarding best practices are the proven methods that take a new partner from a signed agreement to their first deal quickly and consistently, including a defined path, a real certification, early co-sell support, and a measured activation goal. They exist because most programs treat onboarding as […]

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A channel chief and a regional partner manager running a quarterly partner review, walking a tier-and-pipeline board on a wall monitor with a printed partner scorecard on the table, deep navy and warm amber palette

Channel Management: What It Is and How It Works

What is channel management? Short answer: Channel management is how a vendor recruits, enables, and runs the partners who sell or influence deals on its behalf, so that partner-sourced revenue is predictable rather than accidental. It is the operating discipline that sits between signing a partner and getting paid through one. Done well, it turns […]

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A partner marketing manager and a channel partner reviewing a co-branded campaign and MDF request inside channel marketing software on a laptop, a printed campaign calendar on the table in an open office, deep navy and warm amber palette

Channel Marketing Software: What It Is, How to Pick

What is channel marketing software? Short answer: Channel marketing software is the set of tools a vendor uses to run marketing through its partners at scale, covering co-branded campaigns, asset distribution, market development funds, and lead tracking. It lets one marketing team equip hundreds of partners to market locally without building each campaign by hand. […]

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A vendor partner marketing lead and a channel partner reviewing a market development funds request and a campaign results sheet across a desk, a printed MDF approval form and a laptop pipeline view visible, deep navy and warm amber palette

Market Development Funds: What They Are and Use

What are market development funds? Short answer: Market development funds are money a vendor gives a partner to spend on marketing the vendor’s product, usually tied to specific approved activities and repaid or granted against proof of spend. They exist to get partners marketing when partners lack the budget or incentive to do it alone. […]

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A B2B partner marketing manager and a partner's marketer planning a co-branded webinar on a glass wall, a printed joint campaign brief and a shared audience list on the table in an open office, deep navy and warm amber palette

B2B Partner Marketing: What It Is and How to Run

What is B2B partner marketing? Short answer: B2B partner marketing is marketing done with and through partners to reach buyers a vendor could not reach alone, spanning co-branded campaigns, joint events, referrals, and shared demand generation. It treats partners as a marketing channel, not just a sales one. Done well, it borrows a partner’s trust […]

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