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

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A partnerships analyst and a sales director reviewing sales partner insights on a dashboard at a desk, a printed partner contribution report with deal-by-deal rows beside the keyboard, deep navy and warm amber palette

Sales Partner Insights: Turning Data Into Action

What are sales partner insights? Short answer: Sales partner insights are the conclusions you draw from partner activity data that actually change what you do next, such as which partners to invest in, which deals need help, and where the channel is producing. They are the difference between a dashboard you look at and a […]

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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 […]

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*Stakeholder Research* Best Practices in B2B Sales

While account research will help you prioritize which accounts to target and what pain points to focus on, accounts don’t make decisions; people do. And in B2B sales, decisions aren’t made individually either. You’ve got to generate group consensus, which is the name of the game. The good news is that because there are multiple […]

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