Gartner Research

Marketing Essentials: Fundamentals of Building a Channel Partner Strategy for Emerging Providers

Published: 22 March 2011

ID: G00211339

Analyst(s): Neil McMurchy


This research explores how emerging technology providers can evolve their channel partner strategy and provide a good basis for execution. It's a pragmatic introduction for all business leaders, including CEOs, sales leads, CMOs and others looking to grow their business through partnerships.

Table Of Contents
  • Overview


  • Gartner's Fundamentals Series for Emerging Providers
  • Introduction to Developing a Partner Sales Strategy
    • What Makes It Difficult
    • What Happens If You Don't Do It or Don't Do It Well?
  • How to Build a Partner Strategy
    • Assumptions We Have Made
    • Before You Begin
    • Step 1: Define the Activities That Need to Be Done by the Partners and by You
    • Step 2: Assign Responsibilities Between Partners and You
    • Step 3: Identify What Partners Need From You
    • Step 4: See What You've Got and Where the Gaps Are
    • Step 5: Create an Action Plan to Cover Gaps Identified in Step 4
  • Next Steps
  • Conclusion

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.