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

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A partnerships leader mapping account overlap with a sales director on a screen, technology and services partners grouped by role on a whiteboard, a printed ecosystem map on the table, deep navy and warm amber palette

Partner Ecosystem Strategy: How to Build One

What is a partner ecosystem strategy? Short answer: A partner ecosystem strategy is a plan for using the network of technology, services, and channel partners around your customers to source, influence, and close more revenue. It treats the ecosystem as a go-to-market surface, not a logo wall. The idea is that the companies your buyers […]

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Editor's Picks

Partner Incentive Program: Design One That Produces

What is a partner incentive program? Short answer: A partner incentive program is the set of rewards, tiers, and payout rules a vendor uses to pay partners for the behaviors that produce revenue. It works when it pays for the specific actions that lead to pipeline, and it fails when it pays for signings, logos, […]

Partner Marketing Agency: What They Do and When

What is a partner marketing agency? Short answer: A partner marketing agency is an outside firm that plans and runs marketing through and with your partners, from co-branded campaigns to through-partner demand and MDF programs. It exists because most in-house partner teams have the relationships but not the marketing capacity to activate them at scale. […]

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 […]

Paper feed on a vintage-style printer with 'CRM' printed, symbolizing CRM software or data flow across a system.

*CRM: *The Modern Rolodex for Sales Reps

The official definition of Customer Relationship Management (CRM), according to Gartner’s Glossary, is “a business strategy that optimizes revenue and profitability while promoting customer satisfaction and loyalty. CRM technologies enable strategy, and identify and manage customer relationships, in person or virtually. CRM software provides functionality to companies in four segments: sales, marketing, customer service and […]

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