Gartner Research

Tech Go-to-Market: Why Your Partners Aren't Performing and What to Do About It

Published: 23 June 2016

ID: G00303528

Analyst(s): Neil McMurchy


Business leaders in many emerging providers rightly choose resale partners as a route to market for B2B. Yet many of these partners significantly underperform relative to expectations. This note provides guidance on how to improve partner effectiveness and performance.

Table Of Contents
  • Key Challenges



  • Revisit the Basics of Your Partner Strategy
    • Insufficient Existing Partner Connection With Target Segment
    • Misalignment of Expectations and/or Business Strategy
    • Review Your Existing Partners in Terms of the Appropriateness of Their Business Model, and If Required, Adjust Your Business Plan and Partner Strategy
  • Make a Compelling Business Case, or Recognize You Don't Have One
  • Act Now — Fix Underperformers, or Get Rid of Them


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