Increasing Channel Partner Engagement to Maximize Channel ROI
Manufacturers are navigating a market landscape characterized by evolving buyer personas, new revenue streams and the growing importance of digital enablement. To drive profitable growth, industry leaders are redefining their partner ecosystems and go-to-market (GTM) strategies.
Manufacturers are…
Adopting an Omni Partner Path to Market
Manufacturers are diversifying their partner ecosystems to cover all phases of their GTM value chain, including sell, service and build capabilities. On average, they utilize 3.6 distinct channel partner types for sales.
Increasing Expectations for Partners
Approximately 70% of manufacturers have rising expectations for partner-provided service delivery. They are using an average of 2.8 distinct financial incentives to motivate partners, emphasizing the need for manufacturer-provided training and upskilling.
Industry leaders are investing in roles for deeper collaboration:
41% of manufacturers plan to introduce channel partner customer success roles in the next 24 months to enhance collaboration with channel partners.
36% of manufacturers plan to introduce channel operations roles to support channel enablement activities.
With the integration of AI, manufacturers are evolving the partner tech stack:
39.7% of manufacturers are leveraging AI to support their indirect channel partner programs, moving beyond traditional PRM tools to explore new partner and customer-facing AI use cases.
Are your channel partner strategies optimized for maximum engagement and ROI?
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