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


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



  • 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

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