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

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A partnerships leader and an operations manager mapping a partner tier structure on a glass whiteboard in a modern office, a printed program scorecard with green and amber rows on the table, deep navy and warm amber palette

Channel Partner Program: What It Is, How to Build One

What is a channel partner program? Short answer: A channel partner program is the formal structure a company uses to recruit, enable, incentivize, and manage the partners who sell, refer, or implement its product. It defines the tiers, the margins, the rules, and the support, so a network of partners can produce revenue predictably instead […]

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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 […]

Chalk-drawn word LEVERAGE on a dark background with a hand holding chalk near the end of the word.

*How to Best Leverage a Supporter* in Mid-Market or Enterprise Sales Cycles

Generating group consensus is the name of the game in the complex sale, which is typically associated with mid-market and enterprise sales scenarios. No single person makes the decision on the buying side, so it’s important to convert as many stakeholders as possible into supporters. The vendor with the most support, or the right kind […]

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