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Two alliance leaders from partner companies shaking hands over a joint business plan at a conference table in a modern office, a printed mutual value map on the table, deep navy and warm amber palette

Strategic Alliances: What They Are and How to Run Them

What are strategic alliances? Short answer: Strategic alliances are formal, long-term partnerships between two companies that agree to pursue shared goals while staying independent. They span joint go-to-market, technology integrations, reseller arrangements, and co-development, and they exist because each company can reach or build something faster together than alone. The alliance is a bet that […]

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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 […]

A partner operations lead and a RevOps analyst comparing two PRM software dashboards on a wall monitor in an open office, a printed deal-registration report on the table, deep navy and warm amber palette

PRM Software: What It Is and How to Choose It

What is PRM software? Short answer: PRM software is the system a vendor uses to run a partner program at scale, handling partner onboarding, a partner portal, deal registration, content distribution, and program reporting in one place. It gives a channel team the administrative backbone that a spreadsheet and a shared drive cannot, so partners […]

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