Gartner Research

Marketing Essentials: Use These Principles to Develop a Formal Channel Program

Published: 25 February 2013

ID: G00238340

Analyst(s): Tiffani Bova


Effective partnering with third-party channels requires a formal, programmatic approach. This research highlights what technology vendors need to do to introduce a channel program or formalize existing efforts.

Table Of Contents


  • Introduction
    • Challenges
    • Implications
  • Background and Context
    • Principle 1: Start With the Customer
    • Principle 2: Define the Programmatic Elements and Set Management Policies
    • Principle 3: Establish Internal Infrastructure and System Support Upfront
    • Principle 4: Implement Marketing and Business Development Campaigns
    • Principle 5: Align Sales Compensation and Partner Measurement to Deliver Desired Results
  • Bringing the Principles Together
  • Conclusion

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