Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!
If you prefer listening, check out our podcast summarizing the most relevant insights from Channel Marketing CW 05/ 06:
Partner Value Measurement and ROI Discipline
Shift from influenced revenue to win-rate lift as the primary metric for partner impact credibility
Strong focus on CFO-relevant metrics that quantify risk reduction and closing probability
Clear message that activity reporting without outcome linkage erodes executive trust
Partner attachment framed as a measurable commercial lever, not a soft enablement benefit
Marketplace and Platform-Led Channel Growth
Marketplaces positioned as core profitability engines rather than secondary channels
Microsoft Marketplace highlighted as a primary GTM route for AI-native and SaaS companies
Increased emphasis on repeatable deal motion, shorter sales cycles, and scalable partner reach
Platform participation framed as a structural requirement for modern channel strategies
Program Changes and Partner Model Recalibration
Strong attention on Microsoft program adjustments and their downstream partner impact
Partners urged to reassess qualification, incentives, and GTM alignment proactively
Growing need for clearer partner strategies rather than incremental program communication
Channel leaders called to simplify complexity and refocus on execution fundamentals
AI in Partner Marketing and Enablement Operations
AI positioned as an efficiency multiplier across partner enablement and marketing workflows
Automation used to scale onboarding, content personalization, and partner readiness
Data-driven insights replacing intuition in partner prioritization and engagement
AI framed as an operational layer, not a standalone innovation narrative
Full-Funnel Partner Marketing Alignment
Partner marketing increasingly starting earlier in the customer lifecycle
Strong emphasis on full-funnel ownership instead of late-stage demand capture
Closer alignment required between sales, marketing, and partner functions
Partner marketing success linked to orchestration, not isolated campaigns
Security, Value Bundling, and Upsell Narratives
Security and compliance positioned as practical value drivers within partner motions
Clear articulation of customer-side cost reduction and risk mitigation benefits
Upsell narratives focused on tangible operational outcomes, not feature expansion
Partners encouraged to anchor messaging in customer pain rather than product breadth
Data-Driven Partner Strategy and Focus
Partner leaders pushed to prioritize focus over pipeline volume expansion
Data visibility highlighted as a prerequisite for intelligent partner investment decisions
Partner ecosystems treated as portfolios requiring active performance management
Strategic clarity favored over broad but shallow partner coverage
Want to see the posts voices behind this summary?
This week’s roundup (CW 05/ 06) brings you the Best of LinkedIn on Channel Marketing:
→ 60 handpicked posts that cut through the noise
→ 34 fresh voices worth following
→ 1 deep dive you don’t want to miss