Capturing the Growth Opportunity in the Channel in 2025

Partnering is no longer just about transactions; it’s about building ecosystems where everyone contributes and benefits. To make this shift, focus on co-innovation and aligning with partners on customer-first solutions. Create programs that reward collaboration, not just sales, to foster deeper relationships and unlock long-term value.

Market Development Funds (MDF) are still a powerful tool, but success depends on using them strategically. Pool MDF resources with key partners to run focused, outcome-driven campaigns. For example, joint ABM initiatives that support multiple resellers can stretch budgets further, generate more leads, and deliver stronger ROI. Always measure results and use those insights to refine future efforts.

Artificial intelligence can transform how you enable partners and scale your efforts. Use AI tools to streamline onboarding, create hyper-personalized marketing collateral, and identify high-potential opportunities faster. Focus on deploying AI where it saves time and adds real value for partners, helping them operate more efficiently and effectively.

A well-optimized tech stack is critical for making partner programs work seamlessly. Invest in tools like PRMs and data-sharing platforms to align workflows and integrate partner data across sales, marketing, and RevOps. Build systems that enable real-time insights and smoother collaboration, so partners can deliver results faster and with less friction.

Tight budgets mean you need to make every dollar count. Use creativity to engage partners in unique, impactful ways that go beyond standard playbooks. Combine data and strategic thinking to match the right solutions with the right partners, ensuring that your efforts resonate. Creativity and focus are the keys to standing out, building loyalty, and driving results.