The way B2B brands work with partners such as resellers is fundamentally changing, and driving consistent growth requires something more radical than a business-as-usual approach.
As you’re tying up your 2023 budgets in the next few weeks, spare a thought for the humble channel marketer – those who strive to recruit the resellers and other partners that are the lifeblood of many B2B brands, and then help them perform their roles effectively.
Channel marketing is the Cinderella of B2B marketing – the discipline that is pushed away into the corner or under the stairs, albeit with no lesser expectation that it will deliver results.
But, neglected as it may be, we all know how the Cinderella story works out. Just as the downtrodden sister in the family becomes a princess, channel marketing has the potential to be the shining light of any organisation. Indeed, it will need to be, as right now it has the task of helping partners undergo a crucial transformation in how they sell and operate.
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