Shift from a transactional view of partners to a long-term investment mindset. This "Partner Lifetime Value" approach, which treats partnerships like long-term assets, acts as a force multiplier for growth, leading to higher profitability and success.
Many organizations mistakenly view partner marketing as a series of disconnected activities like webinars. True partner marketing is a comprehensive go-to-market strategy that defines the end-to-end plan for launching joint solutions and messages.
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.