Best of LinkedIn: Channel Marketing CW 45/ 46

Partnerships work when alignment, feedback loops and joint growth strategies are explicit, measurable and continuously managed

Ecosystem leaders increasingly pivot from linear channels to interconnected partner networks built around shared customers and joint outcomes

CFO backed modernization favors alliances that show clear transformation impact across revenue, finance and operations, not just brand alignment

SAP and similar platform ecosystems frame innovation and co-creation with partners as the core engine of future value creation

Alliance Management as a Service emerges as a structured way to professionalize ecosystem leadership, especially for lean partner teams

Ecosystem thinkers stress that customers buy integrated solutions delivered by multiple partners, not isolated features from single vendors

For startups, experts recommend a single, tightly targeted partner sourced outbound motion rather than many half built activities

Practitioners agree that co-sell in SaaS is messy and nuanced, demanding clear roles, realistic expectations and disciplined follow up

AWS expands SaaS co-sell benefits to all ISV Accelerate partners, raising the stakes for marketplace ready, partner first offers

Updates to the AWS Global Startup Program signal deeper support for VC backed founders that commit to joint GTM with AWS

On the Microsoft side, simple actions like selecting the right co-sell help option unblock funding, internal visibility and deal support

Azure Marketplace private offers are positioned as a smart way to close complex deals, giving customers flexibility while staying in platform

New Microsoft Marketplace messaging repositions the store as a global commerce engine, co-sell accelerator and AI innovation launchpad

RACI based governance is promoted as a practical way to clarify ownership in alliances and avoid decision gridlock

Ecosystem leaders warn that pipeline volume alone can destroy partner programs, shifting attention to sourced revenue and win rates

Multiple voices recommend segmenting partners by capability, capacity and commitment instead of treating every signed partner as strategic

Posts highlight misaligned incentives, vague mandates and weak executive sponsorship as primary causes of partnership failure

Clear, modular partner offerings with defined motions and funding paths are viewed as prerequisites for meaningful joint pipeline

Enablement leaders advise simple scorecards and live tests to check whether partners can really sell the vendor story

Marketing and channel operations professionals find common ground in data, process rigor and shared definitions of success

Partner marketing panels stress the need to speak the language of revenue, not impressions or vanity engagement

Practitioners emphasise trust building campaigns, consistent follow through and clear calls to action over one off launches

Event insights from HubSpot GROW highlight strong EMEA demand and the importance of local presence and “meet people where they are” execution

Marketing leaders describe a new speed level, where experimentation cycles shorten and channel marketing must adapt or fall behind

AI in partner ecosystems is framed as an enhancer of human connection, with trust and empathy still deciding outcomes

GenAI is positioned as a catalyst for co-innovation, enabling vendors and partners to build new joint solutions faster

Scaling co-sell with AI requires better data, predictive partner ecosystems and a move away from manual, reactive processes

AWS and Microsoft program updates show that partner program design has become a competitive differentiator in its own right

Microsoft Partner Benefits Packages are presented as a six figure annual value opportunity for partners that fully activate them

New content series aim to demystify Microsoft partner programs and incentives, reflecting clear demand for practical navigation support

Marketplace best practice guides focus on optimising Partner Center configuration and listings for global scale and higher conversion

AWS and APN commentary underlines the need for sustained investment in program participation, certifications and joint planning

Litmus uses fresh funding to deepen its edge to cloud data platform and expand collaboration with cloud and AI partners

Partner pros describe their role as highly multi hat, spanning sales, marketing, product and operations in a single week

First ninety day reflections from OEM partner roles stress the importance of precise onboarding, quick wins and internal alignment

Stories from the road, including multi city partner tours, show the continued importance of in person meetings and regional events

Posts compare partnerships to handshakes that only work when both sides commit, prepare and show up consistently

Narratives of career growth in partnerships highlight nontraditional backgrounds and the ability to translate complex offers into simple stories

Winning or being shortlisted for Partner of the Year awards is linked to stronger exit options and premium valuations for service providers

Microsoft SME&C Partner Summit and transformative ecosystem days are celebrated as key forums to align on AI, cloud and joint roadmaps