Channel strategy shouldn't be reactive. Leaders must define their ideal partner ecosystem for 3-5 years out and proactively build towards it. This requires a vision-led approach and a willingness to stop servicing legacy models that don't fit the future.

The highest ROI for marketing development funds (MDF) comes from helping partners get closer to buyers. Instead of lavish vendor events attended by the same partners, suppliers should fund activities that directly support an advisor's customer acquisition efforts.

To shift from reactive 'order takers' to strategic advisors, partner marketers should first document their sales counterparts' specific goals (e.g., net new logos, deal registrations). This 'working backwards' approach aligns all marketing activities to sales objectives, building trust and ensuring marketing serves as a strategic partner, not just an execution arm.

The most effective partner marketing strategy isn't about getting partners to resell your product. Zendesk's Amy Avalos argues it's about enabling them to sell their own unique value, with your technology as the engine. This positions them as trusted advisors and strengthens their brand.

Before launching any partner activity, define target customers, tactics, and follow-up processes with partners and internal teams. This pre-alignment is the key to achieving and proving ROI, moving beyond just tracking spend after the fact.

Partners will inevitably find every flaw in your product, go-to-market strategy, and internal processes. Instead of viewing this as a nuisance, intentionally bring them in early to stress-test your systems and gather invaluable feedback before scaling your channel.

To break down silos between sales, channel, and field marketing, partner marketers act as a central hub. This is achieved by operationalizing transparency, establishing a formal communication cadence that replaces informal check-ins, and conducting blame-free reviews focused on future actions.

When creating partner marketing assets, avoid bespoke one-offs. Instead, build foundational tools that the partner with the fewest resources can use 'out of the box.' This ensures scalability, as more advanced partners can still adapt and customize the core components for their own needs.

The next evolution of partner marketing is a shift from one-to-one campaigns to an 'ecosystem-centric' model. This involves weaving together technology alliances, distributors, and service partners into a single, cohesive 'better together' narrative. This multi-partner storytelling is far more impactful and resonant for customers than siloed vendor messages.