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

Featured Insights


Looking Ahead: What Channel Marketing Leaders Must Prepare For In 2021

Kathy Contreras 4 days ago
Understanding partner and buyer needs is paramount during 2021 planning. The current market disruption will have an ongoing impact on the channel, and channel marketers must cultivate acceptance and empathy toward partners and their buyers during these challenging times.
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B2B Chief Marketing Officers: 2021 Planning Assumptions

Now more than ever, B2B CMOs must be agents of change. Dive into the trends that will shape B2B marketing in the next fiscal year and learn how to prepare.


Channel And Ecosystem Leaders Are Demanding More From Partner Relationship Management (PRM) Solutions

Jay McBain November 9, 2020
As brands increasingly use different types of partners to reach, influence, transact, and retain customers, partner relationship management (PRM) solutions are being asked to serve both traditional and nontraditional channels at a new level of scale and personalization. Managing these growing ecosystems in a consistent, predictable, and productive way is critical to the success of […]
Read More

The Decade Of The Channel Ecosystem Accelerates With Massive Software Consolidation

Jay McBain October 14, 2020
A couple of years ago, I made the prediction that we were entering the third stage of sales and marketing — the decade of the channel ecosystem. With over 75% of world trade flowing indirectly, I started to sense an influx of investment in and attention on indirect sales by firms in all industries. Looking […]
Read More

Let’s discuss your goals and how we can help.

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