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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 […]

Infographic showing partnerships leading to two functions and two outcomes, with icons of charts, documents, a dollar sign, and a meeting room highlight the flow of value.

Partnerships in 2026: A Revenue Function or a Marketing Function With the Wrong Title

Partnerships is the function inside a B2B company that builds revenue-generating relationships with other companies. The defining feature is owning a revenue number. Here’s the four-question diagnostic that tells you whether you have a partnerships function or a partner-marketing function with the wrong title.

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A clean revenue dashboard on a laptop showing two distinct trend lines on a navy desk.

Why Your CFO Distrusts Partner-Sourced Pipeline

Partner-sourced pipeline is revenue originated by a partner referral. Partner-influenced pipeline is revenue where a partner participated but didn’t originate the lead. Most teams blur the line, which kills CFO trust and makes the entire partnerships investment indefensible at budget time. The fix is operational, not editorial.

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Stop Hiring the Wrong Fractional Channel Chief

A fractional channel chief is one experienced operator working part-time as your head of partnerships. A partnerships consultancy is a firm with methodology and execution capacity. Most companies pick the wrong one and waste 6 to 12 months. The right answer hinges on whether your gap is leadership or execution.

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*Sourcing Revenue from Large SaaS Partners:* A Strategic Guide

Forging strong partnerships has emerged as a core to how B2B revenue actually compounds, but the market demands not just innovation in products and services, but also strategic alliances that can extend reach, enhance offerings, and ultimately drive revenue. Let’s dive into the system for sourcing revenue from large SaaS partners, with the practical playbook […]

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*Sales Managers:* Winning Partner-Involved Deals Through Situational Tag Teaming

Knowing how to leverage partners to win deals opens the door to endless opportunities. As a sales manager, fine-tuning the tag-teaming approach – strategically choosing which partners to bring in and why – can significantly impact your sales cycle. Being on the front lines lets you see how wins happen across the organization, build relationships […]

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*The Secret* to Partner-Sourced Revenue: Stop Focusing Solely on Sales Reps as Referral Partners

Stop Focusing Solely on Sales Reps as Referral Partners When organizations go to market to source partner revenue, they often focus on engaging the partner’s sales team. They’re thinking about how to get them to refer business, or how to ensure they recognize and communicate their value proposition without having to ask them. This fixation […]

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*Tactics* for Turning Fluffy Partner Meetings Into Revenue-Focused Conversations

Fluffy conversations, or as our CEO at Forecastable calls them, “squishy” discussions, lack what’s needed to push the needle forward and drive results in partner relationships. These conversations often hover around general inquiries about progress, with responses like “things are going well.” The partner managers then make broad assumptions about what ‘going well’ means. However, […]

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*Partner-Sourced Revenue Tactic:* The Account-Development Play

In the world of SaaS and services partnerships, one of the most-effective strategies for sourcing revenue and extending your salesforce, without additional internal costs, is by running account-development plays. Whether you’re a services partner looking to attract sourced revenue from SaaS partners or a SaaS company aiming to leverage partners for more-comprehensive account-development, this approach […]

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*Systematic Category* Domination for Anchor SaaS Companies

Definitions: Anchor SaaS Company: SaaS provider with a large ecosystem of both service and technology partners. Supporting Partners (SaaS/Services/Hardware): Any partner or category of partner who’s critical along the ideal customer journey the Anchor SaaS Company has defined. The route to SaaS success (systematic revenue acquisition, retention, and expansion) has become a collaborative journey, involving […]

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*Frontline Sales Managers:* How to Know Which Partners Can Help or Hurt Your Team’s Deals

As a frontline sales manager, your team’s success can hinge on your ability to identify partners who can make or break your deals. The best way to gain this insight is through the experiences and observations of your sales reps. They know which partners stand out as valuable assets and which pose barriers to closing […]

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