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 07/ 08:
RevOps and Partner Ops Convergence
Revenue predictability is constrained by siloed RevOps and Partner Ops structures with disconnected CRM and PRM systems
Single source of truth architectures are positioned as mandatory to unlock co sell transparency and influenced revenue tracking
Shared metrics such as co sell win rates and partner sourced pipeline velocity are emerging as executive KPIs
Cross functional account ownership is reframed as a structural requirement, not a cultural aspiration
Microsoft Ecosystem and Hyperscaler Leverage
Microsoft specialization, marketplace presence, and co sell readiness are emphasized as primary growth levers
Successful partners differentiate through vertical focus and deep Azure alignment rather than broad capability claims
Marketplace strategy is evolving from passive listing to active GTM engine with structured co sell motions
Ecosystem participation is treated as a long term capability build, not a badge or logo strategy
AI Embedded Across the Partner Lifecycle
AI is increasingly positioned as infrastructure for pipeline analysis, partner selection, and forecasting accuracy
Conversations shift from generic AI enthusiasm to applied use cases in enablement, reporting, and ecosystem orchestration
AI driven insights are expected to resolve attribution gaps between direct and channel motions
Competitive differentiation is tied to integrating AI into CRM, PRM, and marketplace workflows
Partner Program Design and Structural Discipline
Technology Partner Programs are framed as strategic assets requiring clear tiering, accountability, and defined value exchange
Program launches are cautioned against when internal sales motion lacks repeatability
Ecosystem orchestrator roles are highlighted as mandate driven positions with cross functional authority
Clarity of purpose is prioritized over rapid partner recruitment
Incentives, Referrals, and Partner Experience
Delayed referral payouts and opaque incentive processes are flagged as trust eroding friction points
Streamlined payout workflows are positioned as low complexity, high impact improvements
Financial transparency is increasingly tied to partner retention and advocacy
Incentives are expected to reinforce co sell behavior rather than operate as standalone rewards
Enablement, Specialization, and Co Sell Readiness
Upskilling is framed as prerequisite for effective co selling, particularly in Microsoft aligned ecosystems
Certification and vertical specialization are presented as signals of credibility in crowded marketplaces
Enablement content is expected to align tightly with GTM priorities rather than generic training catalogs
Co sell success depends on clear internal ownership and defined escalation paths
Want to see the posts voices behind this summary?
This week’s roundup (CW 07/ 08) brings you the Best of LinkedIn on Channel Marketing:
→ 70 handpicked posts that cut through the noise
→ 30 fresh voices worth following
→ 1 deep dive you don’t want to miss