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 51 - 02:
Partner strategy shifts from scale to focus
Partner strategies increasingly emphasized fewer, higher impact relationships instead of broad ecosystem expansion
Strong partner programs were framed as operating models with clear value exchange rather than branding or enablement layers
Several posts challenged the assumption that ecosystem size directly translates into revenue impact
Partner relevance, specialization, and execution quality emerged as the dominant selection criteria
Marketplaces move from side channel to primary route to market
SaaS vendors increasingly treated marketplaces as early channel bets to capture demand shifting toward digital procurement
Cloud marketplaces were positioned as strategic scaling platforms, with Azure and Google Cloud framed as validated co-sell ready solutions
AWS Marketplace content highlighted a shift toward data-driven software buying, with buyers relying on usage and outcome signals inside the marketplace
New resale-enabled offers in the Microsoft marketplace promised partner-friendly sales constructs, supported by practical enablement such as webinars and quick start guides
Zoom Marketplace adoption was highlighted as evidence that procurement teams preferred faster and more flexible buying paths when partners embraced marketplace routes
AI moves from experimentation to operational leverage in channel marketing
AI was increasingly positioned as a practical tool for partner segmentation, prioritization, and opportunity scoring
Posts emphasized that AI advantage depends on proprietary data and embedded workflows rather than generic tools
Channel leaders highlighted AI as a force multiplier for lean partner teams rather than a replacement for human judgment
The narrative shifted from AI pilots toward repeatable impact across GTM and partner operations
Partner enablement evolves from portals to deal acceleration
Traditional partner portals were criticized for low adoption and limited commercial relevance
Enablement was repositioned toward accelerating deals, improving sales readiness, and guiding partners in real time
Operational friction in onboarding, contracting, and incentives was repeatedly identified as a growth bottleneck
High performing programs favored simplicity and execution speed over feature-rich partner platforms
GTM accountability increases across channel organizations
Strong GTM alignment between sales, marketing, and partnerships was framed as a prerequisite for scale
Measurement focus shifted toward sourced revenue, influenced pipeline, and execution velocity
Vanity metrics such as partner count or certification volume were openly questioned
Channel leaders were encouraged to operate with direct revenue ownership rather than support function positioning
Want to see the posts voices behind this summary?
This week’s roundup (CW 51 - 02) brings you the Best of LinkedIn on Channel Marketing Insights:
→ 121 handpicked posts that cut through the noise
→ 65 fresh voices worth following
→ 1 deep dive you don’t want to miss