Best of LinkedIn: Channel Marketing CW 39/40

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways. This edition offers extensive insights into the evolving landscape of partner ecosystems and channel strategy, highlighting the critical shift from transactional models to deeply integrated, outcome-focused collaborations. Multiple authors emphasise that successful partnerships require clear attribution, robust enablement, and a focus on partner ROI, warning that programs lacking proper measurement infrastructure are essentially guessing. A major theme is the disruptive and opportunity-rich role of AI, with experts noting that partners are essential for delivering trusted, integrated, and secure AI solutions, particularly with hyperscalers like Microsoft and AWS launching new specialisations and security features to support agentic AI. Furthermore, the content details strategic operational improvements, such as prioritising the most impactful bottlenecks, simplifying partner status (as seen in the Cisco 360 Partner Program), and leveraging marketplaces as "Command Centers" for co-sell motions and accelerated procurement. This podcast was created via Google NotebookLM.