Channel Marketing Service

Capturing partner mindshare and maintaining these indirect relationships over time can be a tightrope balancing act — especially if your organization also markets directly to the same audience.

As an organization focused on alignment, Forrester uniquely supports channel marketers to deliver value to and through partners by creating effective long-term partner programs and delivering growth for channel-marketing-sourced revenue.

Design Effective Partnerships

Evolve Your Role

Position the channel marketing function as a key strategic driver for the business and develop a cross-functional roadmap to get there.

Develop Strong Partnerships

Design and optimize channel programs that extend your organization’s go-to-market strategy through holistic partner demand, enablement, and engagement activities.

Determine Partner Profitability

Ensure your channel partners deliver the ROI expected by measuring performance against planned goals.

Key Priorities

As a channel marketer, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access, and signature research on your top priorities, including:

  • Channel marketing strategy
  • Channel marketing planning and measurement
  • Channel demand
  • Partner program design and optimization
  • Partner enablement
  • Partner engagement
  • Channel marketing functional design and development

Available Research

Types of research available through the Channel Marketing Service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

We were able to deliver a flexible and differentiated approach to partner demand creation, resulting in higher-quality leads and greater marketing-generated pipeline.

Senior Director of Global Channel Marketing

Research Spotlight

The Fast-Tracking Channel Demand Model

The Fast-Tracking Channel Demand Model delivers a four-phase approach to optimizing an organization’s channel partner demand efforts. Use it to inspire greater partner marketing engagement, adoption and performance, with an emphasis on the development of a scalable, repeatable channel revenue engine.

Featured Insights

Blog

Are Distributors The Future Of Distribution?

Jay McBain February 24, 2021
I made a prediction in January of 2018 that IT distributor disruption would continue. It was obvious that industry consolidation was accelerating, major distributors were diversifying, and private equity was getting more interested in transforming the industry. In the second half of last year, the two largest global IT distributors were acquired by private equity, […]
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Growth Marketers Ignore E-Channels At Their Peril

Lori Wizdo January 28, 2021
Both business buyers and B2B sellers are increasing their participation in marketplaces. As the shift continues, companies that have experience of and actual success in marketing on marketplaces will reap the benefits of early adoption. A number of factors are converging to drive this trend. B2B buyers rely less and less on enterprise account reps. […]
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What I See Coming For The Channel: 2021

Jay McBain January 21, 2021
  Last year ended up being a tale of two cities for the channel. On one hand, customers and governments recognized partners as an essential service and central to their ability to rapidly respond to a worsening pandemic early in the year. With catlike reflexes, the IT channel emptied the laptop supply chain and became […]
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