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The best advice on building partner programs that produce forecastable revenue.

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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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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 […]

Two account executives from different companies running a joint co-sell call with a shared customer, a printed account plan and a laptop showing a deal map on the table, deep navy and warm amber palette

Co-Sell Examples: Motions That Produce Revenue

What are co-sell examples? Short answer: Co-sell examples are concrete illustrations of partners and reps selling together, showing who fronts the customer, how the deal runs, and how credit is shared. They turn the abstract idea of joint selling into specific motions a team can recognize and copy. People talk about co-sell as if it […]

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