Gartner Research

How Tech CEOs Can Better Manage Underperforming Channel Partner Relationships

Published: 31 July 2019

ID: G00387752

Analyst(s): Neil McMurchy , Eric Hunter


Tech CEOs in many emerging providers leverage resale partners as a route to market for B2B products and services, yet many of these partners significantly underperform relative to expectations. This document provides guidance to tech CEOs on how to improve partner effectiveness and performance.

Table Of Contents


  • Do You Have the Basics Right? Revisit Your Partner Strategy
    • Insufficient Existing Partner Connection With Target Segment
    • Misalignment of Expectations and/or Business Strategy
    • Review Your Existing Partners — Are You Still Mutually Relevant?
  • Make a Compelling Business Case or Recognize You Do Not Have One
  • Act Now — Fix Underperformers or Get Rid of Them


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