Best of LinkedIn: Channel Marketing CW 35/36

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways. This edition highlights the evolving landscape of partner ecosystems and channel marketing, emphasising a shift towards strategic collaboration and operational excellence for sustained growth. Several sources stress that effective partner programmes move beyond mere transactional relationships, requiring clear vision, contextual enablement, and data-driven measurement of impact rather than just activity. The integration of AI is a recurring theme, with experts noting its transformative potential in areas like onboarding, content generation, data insights, and demand generation, though the indispensable human element in building trust and managing relationships is also underscored. Furthermore, the importance of maximising investments in mid-tier partners and focusing on revenue-generating motions rather than just public relations campaigns is discussed, alongside the necessity for agility and efficiency in adapting to market demands and the increasing complexity of hyperscaler and marketplace partnerships.