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 49/ 50:
Marketplaces move from side channel to primary route to market
SaaS vendors increasingly treat marketplaces as early channel bets, not late stage experiments, to capture demand shifting into digital procurement
Cloud marketplaces are positioned as strategic scaling platforms, with Azure and Google Cloud offers framed as validated, co sell ready solutions
AWS Marketplace content underlines a move to data driven software buying, where buyers rely on usage and outcome signals inside the marketplace
New Resale Enabled Offers in the Microsoft marketplace promise partner friendly resale constructs, supported by practical enablement such as webinars and quick start guides
Zoom Marketplace adoption is highlighted as a sign that procurement teams prefer faster, more flexible buying paths when partners embrace marketplace routes
Partner programs and enablement become structured GTM systems
Partner programs are reframed as full GTM systems, with clear phases from create to integrate to scale across the partner lifecycle
Posts stress that cross functional teams must own specific program tasks to achieve predictable scaling and return on partner investment
Dedicated roles such as Integrations Product Manager emerge as critical to make complex integrations, for example with EHR platforms, actually land in the field
Partner enablement is described as a long term journey built on flexible frameworks, continuous training, and repeatable motions rather than one off content drops
There is a strong call to treat enablement as an enterprise discipline that shapes messaging, coaching and loyalty, especially in the 2026 planning horizon
Co selling and multi partner plays move into the mainstream
Practitioners share concrete questions for diagnosing co selling pain points, from misaligned execution to unclear ownership across partner and direct teams
Several voices emphasise that internal alignment is what makes integrations and co selling effective, not simply the existence of an external alliance
SAP’s multi partner selling strategy with partners such as Bridge Partners and PartnerTap is presented as a codified playbook rather than a one off experiment
The “Power of Three” sales program is positioned as a repeatable model that orchestrates three way collaboration for customer wins
Research on co selling alliances, including interviews with senior leaders, aims to convert high level alliance theory into usable guidance for front line teams
AI and automation quietly reshape channel GTM
Successful AI partnerships are framed around deep integration, co selling and customer success, signalling that AI value must show up in joint revenue outcomes
Posts highlight that AI is transforming cloud distribution, where AI handles discovery and marketplaces govern procurement while partners focus on delivering outcomes
Practitioners discuss balancing AI and human judgment in SaaS partnerships to protect financial discipline while still capturing automation benefits
Microsoft’s AI centric strategy for small and medium customers is explicitly partner led, reinforcing that AI growth is expected to run through the channel
Partnership leaders explore how AI disruption changes the skills and focus required from alliance executives rather than replacing them
Leadership, metrics and partner economics get a reality check
Multiple voices argue that strong partnerships start from first principles and customer value, not logos, award posts or press releases
Distinctions between channels, partnerships and ecosystems are unpacked to avoid strategy confusion and to align operating models with desired outcomes
Contributors highlight that internal politics and misaligned incentives, not technology or external partners, are often the main blockers for partner managers
Thought leaders push for attribution models that recognise partner influence, not just sourced revenue, to make better investment decisions
Long tail partners are reevaluated based on actual customer influence rather than pure transaction volume, with calls to focus on fewer, higher value partners
Posts stress that partner acquisition in 2025 should emphasise quality over quantity, with clear criteria for who truly accelerates revenue
Channel First messages in cybersecurity are scrutinised, with emphasis on genuine commitment rather than marketing language alone
Several practitioners underline that building a successful partnership with platforms like Salesforce takes consistency, grind, and long term trust rather than quick hacks
Channel marketing investments, catalogs and MDF take the spotlight
A new Sherpa Partner Marketing Catalogue is introduced as a specialised product set to help partners execute more effective marketing campaigns
Channel marketers share forward looking Partner Marketing Predictions for 2026, focusing on where programs, content and investments need to evolve
Utilising Microsoft co op dollars is framed as an underused but important lever for partners to fund impactful marketing initiatives
Partner marketing leaders discuss how to prove the value of strategic partnerships to CFOs, positioning partner efforts as core to product success rather than side activities
Ecosystem governance, failure modes and productivity tools
Ecosystem failures are linked to weak governance and unclear strategies during scaling, not the inherent idea of ecosystems
Partner leaders are warned against running multiple partner programs without tailored strategies and tools, which often leads to underperformance
Evaluating partnerships at scale is flagged as a pain point, with new tools proposed to help teams identify high potential partners more systematically
The demanding “Head of Partnerships” role is shown to depend heavily on efficient systems and operational support to avoid burnout
Capacity constraints in AWS partner teams are addressed with automation tools that handle outbound activities to generate pipeline more reliably
Recognitions, platforms and procurement innovation
Procurement technology providers highlight the combination of innovative platforms and strategic alliances as a route to deliver differentiated customer value
A partner relationship management vendor is recognized by an analyst firm as a leader, reinforcing the professionalization of partner operations tooling
Anthropic’s partner awards at AWS re-Invent signal how hyperscale’s publicly reward partners that contribute meaningfully to joint success
Channel leaders emphasize the critical role partners play in driving software company revenue and engagement, reinforcing that partner sourced growth is now central
Want to see the posts voices behind this summary?
This week’s roundup (CW 49/ 50) brings you the Best of LinkedIn on Channel Marketing Insights:
→ 62 handpicked posts that cut through the noise
→ 33 fresh voices worth following
→ 1 deep dive you don’t want to miss