Gartner Research

Tech Go-to-Market: How Emerging Providers Can Start, Build and Activate a Channel Program

Published: 31 March 2014

ID: G00261377

Analyst(s): Mark Paine

Summary

Emerging providers are often challenged to develop effective channel programs and do not meet their growth aspirations. Providers' sales, channel or business development leaders can follow this guidance, which will enable them to lay a solid foundation for improved channel partnerships.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Gather Information and Develop a Capacity Plan
  • Build Your Channel Program
    • Forces Influencing the Channel Program's Structure
    • Choose a Channel Program Type
    • Channel Program Elements
  • Activate the Program
    • A Few Pointers on Activation

Case Study

  • Company Profile
  • Challenges
  • The Solution
  • The Results
  • Appendix: Underlying Assumptions

Gartner Recommended Reading

©2020 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.