Gartner Research

Drive Channel Marketing Effectiveness Through Targeted Sales Enablement Content

Published: 04 April 2018

ID: G00346500

Analyst(s): Noah Elkin

Summary

Quality sales enablement content is an essential, but often overlooked, component of channel marketing success. Marketing leaders in B2B organizations directing partner sales enablement must provide contextual, customizable and accessible content to improve indirect channel marketing effectiveness.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Empower Channel Sales Reps Through Contextual Content
    • Customer-Facing Content: An Opportunity to Add Value
    • Sales-Rep-Facing Content: An Opportunity to Support Meaningful Interactions
  • Help Partners Deliver Customizable Content
  • Make Content Accessible
    • Create a System of Governance
    • Develop a Central Content Repository
    • Maintain an Organized Content Library

Gartner Recommended Reading

©2019 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