Best of LinkedIn: Channel Marketing CW 33/34

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways. This edition discusses various facets of optimising and managing partner ecosystems within technology and B2B sectors. A key theme highlights the strategic importance of partnerships for revenue growth and market entry, with several authors emphasising that partnerships should be treated as a priority, not an afterthought. There is significant discussion around improving partner programmes, including moving away from traditional tiering to points-based compensation models that reward a broader range of valuable partner behaviours across the entire customer lifecycle. The integration of AI into Partner Operations (PartnerOps) is presented as a transformative force, enabling greater efficiency, scalability, and enhanced decision-making in managing partner relationships and enablement. Furthermore, authors explore the challenges and best practices in areas such as partner portal development, channel marketing strategies, and the critical need for a partner-centric approach that values partner feedback and experience to foster engagement and loyalty. This podcast was created via Google NotebookLM.