Gartner Research

Comarketing Requires IT Channel Partner Involvement

Published: 15 December 2003

ID: G00118910

Analyst(s): Laura McLellan


The worst practices in comarketing between IT vendors and their channel partners are the lack of joint strategic planning, and designing comarketing activities that are tactical and lack partner involvement.

Table Of Contents
  • Defining Comarketing
  • Gartner Dataquest Perspective
    • Joint Planning vs. Directed Business Development
    • Marketing Strategy vs. Marketing Tactics
    • Results

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