Best of LinkedIn: Channel Marketing CW 35/ 36

AI accelerates campaign development by generating partner-ready content, emails, and landing pages to reduce creative bottlenecks

Machine learning models analyze partner performance to optimize ROI and shift manager focus from repetitive tasks to strategy

Workflows integrate AI outputs directly into enablement, co-sell, and revenue measurement to ensure business impact

Operators stress the importance of embedding AI into execution frameworks rather than running isolated tool experiments

Static tiering is replaced with behavior and points-based models while maintaining partner profitability as a core design principle

Systems for PRM, LMS, TCMA, account mapping, and marketplace are positioned as scalable foundations rather than optional add-ons

Investment is rebalanced to mid-tier potential partners with support differentiated by execution readiness instead of logo size

MDF is reframed as a growth lever tied to intent signals and syndication rather than an after-the-fact spend record

Co-sell readiness requires cross-functional commitment from sales, operations, marketing, and product leadership

Execution frameworks focus on industry-specific plans, seller-aligned playbooks, and transparent ROI models to gain field adoption

Hyperscaler go-to-market motions are linked to incentives and marketplace credits with emphasis on alignment over logo-chasing

Success is defined by scalable activation and repeatable plays rather than one-off joint announcements

Marketplaces are integrated as core infrastructure in partner stacks instead of treated as secondary add-ons

Transactability through private offers and CPPO is framed as a growth accelerator when paired with co-sell and activation programs

Disciplined prioritization of use cases with funded demand is encouraged to avoid unproductive listing exercises

Post-listing activation programs are positioned as mandatory for revenue outcomes

Intent data combined with ecosystem mapping, MDF activation, and syndication delivers stronger qualification and higher first meetings

Social-led partner campaigns are emphasized for agility and resonance with ready-to-publish content assets

Preference is given to repeatable campaigns that compound pipeline outcomes rather than isolated activities with limited impact

Content quality and alignment to partner sales cycles are prioritized over high-volume, low-relevance outputs

Partners are recognized as independent businesses with unique economics rather than vendor sales extensions

Metrics such as time-to-first-deal and certification-to-pipeline conversion are elevated over activity-based reporting

Role-based enablement tailored to execution milestones replaces generic curricula and broad training programs

Onboarding and activation are positioned as prerequisites for scale, not optional activities

Revenue influence and conversion metrics replace volume-based activity measurement across the partner lifecycle

A unified partner data layer integrates signals from enablement, co-sell, marketplace, and customer success into forecasting

Attribution frameworks link MDF, content, and enablement to revenue outcomes for clear governance

Revenue intelligence is applied to unblock stalled opportunities and drive joint accountability

Partner marketing is positioned as a growth engine requiring strategic marketing craft beyond relationship management

Communities and podcasts are used to share operator playbooks and foster adoption of ecosystem best practices

Remote leadership is validated as effective for high-performance channel teams when paired with clear metrics and routines

Channel leaders highlight the importance of structured communication and scorecards in distributed environments