We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways.

This edition discusses modern partner strategies and ecosystem development in the technology sector, highlighting a shift towards partner-led growth over traditional direct sales. Authors emphasise the importance of evaluating partner readiness and investing in strategic, measurable partnerships that offer clear ROI and mutual value. Several sources point to AI's transformative role in optimising alliance processes, from identifying opportunities to enhancing co-selling and data management. There is also a strong focus on improving co-selling effectiveness through better alignment, communication, and a move towards "co-closing" deals, alongside the critical role of hyperscalers and marketplaces in driving revenue and ecosystem expansion. Finally, the collection touches on the need for internal sales team enablement on partner capabilities and the strategic importance of partner marketing for broader reach and trust-building.

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