Best of LinkedIn: Channel Marketing CW 33/ 34

Partner portals and PRMs should only be built with direct partner input to avoid high cost and low adoption risk

Prescriptive enablement is advancing through co-sell preparation, aligned playbooks, and account-based plans that anchor support where opportunities actually sit

Stagnant partner models are being reengineered with tighter strategic alignment and outcome-based measurement to ensure growth and accountability

Fundamentals such as onboarding, enablement, and activation are treated as prerequisites for scale, not optional add-ons

Distributors and vendors are urged to apply clear decision frameworks when structuring channel programs to ensure repeatability and consistency

AWS funding opportunities, including MAP for migrations, are being reframed as material untapped value for partners

Broadcom’s closure of VMware VCSP is driving providers to evaluate alternatives such as Apache CloudStack for sustainability

Microsoft partnerships are optimized through practices that stress customer value, deal contribution, alignment, and relationship investment

Strategic alliances such as Titan Data Solutions with Scale Computing and Supermicro expand global HCI scale and reach

SAP PartnerEdge Open Ecosystem changes require recalibration, with the Build track remaining available for committed applicants

Clay’s relaunch of its Partner Program is positioned to support agency collaboration and drive partner-aligned growth initiatives

AI is deployed to eliminate manual PartnerOps tasks, increasing efficiency and scalability

AI-driven marketing and enablement approaches are being applied to demand generation and pipeline acceleration in B2B environments

Data-driven pipeline building via partner portal platforms reinforces forecasting discipline and sales execution

Lack of AI adoption is emerging as a red flag for senior go-to-market roles and partner leaders

Limits of AI-generated content reaffirm the need for strong partner marketing execution and differentiated messaging

Shifts in hyperscaler relationships are actively reshaping partner expectations and redefining motion design

Partner success is reframed around authentic engagement, listening, and addressing needs rather than chasing surface-level metrics

Recognition and non-monetary rewards are integrated as complements to financial incentives for stronger alignment

Trust, cultural fit, and relationship depth are emphasized as the core of sustainable co-sell and joint marketing success

Enhanced partner visibility and shared marketing support are prioritized to reinforce loyalty and value perception

Integrated go-to-market motions align sales, marketing, and partner resources for amplified customer impact

Channel strategy design is reframed as a choice among direct, indirect, hybrid, and franchising models to best deliver value

Strategic partner marketing plays accelerate deal velocity, particularly in cybersecurity and SaaS ecosystems

Rising 2025 channel marketing budgets confirm scalability and efficiency as growth priorities across industries

Sales-to-channel leadership promotions are questioned where skill sets misalign with partner-led execution models

Partnerships are treated as a dedicated growth lever requiring full investment, not as a secondary responsibility

RevOps alignment is reframed as a structural necessity to connect PartnerOps with core sales and marketing processes

Culture and collaboration remain central, with AI’s evolving role positioned as a catalyst for future channel teamwork

Podcasts and community-driven content are leveraged as continuous enablement for channel leaders and operators