Best of LinkedIn: Channel Marketing CW 37/ 38

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

Leaders emphasize co-sell hygiene with crisp problem statements, quantified outcomes, and reference stories that anchor executive meetings

Marketplace guidance focuses on Azure and AWS motions, including listing quality, private offers, and transactable SKU alignment

Updates around Microsoft Partner Center highlight IP co-sell constructs for ISVs and software development centers

Narrow ICP focus and staged use case expansion are advised to prevent early deal sprawl and protect win rates

Program value is tied to measurable pipeline, conversion, and retention instead of generic status recognition

Tiering and designations are positioned as signals only when connected to productivity and renewal performance

MDF moves toward milestone-based drawdowns and shared attribution within multi-quarter campaign plans

Certifications and role-based enablement function as eligibility gates for benefits rather than badges without outcomes

Enablement spans marketing, sales, solutions, and customer success across vendor and partner teams with repeatable assets and cadences

Operators stress consistent narratives and discovery frameworks that turn messaging into field habits

Joint planning templates and QBR discipline replace disconnected activities with accountable execution

Partner marketing basics focus on message market fit, campaign rhythm, and reusable content across partner types

Posts advocate designed routes to market with explicit roles, decision rights, and operating cadence over ad hoc partner rosters

Revenue architecture replaces vague program value with clear math on pipeline, attach, and cost of sale

Distribution, SI, MSP, and ISV pathways are treated as distinct motions requiring differentiated value propositions and rules of engagement

Outcome language aligned to customer value journeys supersedes product-centric messaging

Fewer deeply engaged technology partners outperform broad rosters through sustained collaboration and joint execution

Alliance playbooks emphasize joint enablement, integrated marketing calendars, and field-level opportunity mapping

Category adjacency and complementary platforms are prioritized to strengthen co-innovation narratives and win themes

Seller experience improves when partner motions provide shared assets, fast approvals, and easier paths than going solo

A redesigned enablement destination for SAP Partner Customer Engagement Executives supports adoption and value realization

Microsoft ecosystem discussions point to evolving Partner Center capabilities around IP co-sell mechanics

Salesforce ecosystem posts highlight agentic solution patterns across sales, service, and field contexts within partner-led plays

Offer packaging guidance favors simplified bundles aligned to marketplace transactions and partner delivery models

Sessions associated with AVANT Communications underline outcome selling, platform packaging, and disciplined co-sell motions

Ongoing series and podcasts elevate operator knowledge with templates, frameworks, and practical war stories

Awards and recognition are treated as credibility assets only when supported by pipeline impact and customer evidence

Community sharing favors repeatable checklists and “first 90 days” playbooks that reduce execution variability

Treat ecosystem design as an operating system with explicit revenue math and motion-specific rules

Make marketplace and co-sell readiness mandatory with Partner Center hygiene, transactable offers, and reference-backed discovery

Tie program benefits to the few field behaviors that predict pipeline and retention, and retire activities that do not

Industrialize enablement through role-based assets and cadences partners can run without heavy vendor oversight

Publish a one-page revenue architecture linking segments, offerings, marketplaces, and co-sell stages to KPIs and accountability

Stand up Partner Center and marketplace checklists covering listings, private offer mechanics, and joint discovery artifacts

Refactor MDF into milestone-based programs with shared attribution and renewal-linked objectives

Formalize AI use cases for compliance checks, qualification notes, and content reuse backed by clean data and review loops