Gartner Research

Marketing Essentials: How to Select the Right Channel Partners

Published: 22 December 2009

ID: G00173041

Analyst(s): Neil McMurchy


Technology providers that have decided to utilize indirect sales channel partners need a logical and explainable process for partner selection. Gartner provides a process and a framework with suggested criteria to improve selection.

Table Of Contents
  • Overview


  • Introduction
  • Background and Context
    • Defining Indirect Channel Partners
    • Why Recruit Channel Partners?
    • Where Partner Selection Fits in the Larger Channel Strategy Plan
    • Channel Partner Issues
  • Best Practices
    • Step 1: Define the Selection Process and Determine Ownership
    • Step 2: Define and Agree on What Ideal Indirect Channel Partners Look Like
    • Step 3: Review and Adjust Criteria and Process as Needed
  • References and Methodology
  • Conclusion

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