Budgets On The Rise, Partner Programs Increasing
While there’s still an undercurrent of economic uncertainty, channel ecosystem professionals are somewhat confident that significant gains in revenue attributed to partners are possible. Specifically, 71% of respondents to the “2024 Channel Partner Marketing Benchmark Survey” anticipated that partner-generated revenue will climb more than 10% this year, while one-quarter anticipated more modest increases between 1% and 10%.
As companies strive to better engage current customers and prospects at every step of the buyer’s journey, this report will review data that suggests a more disciplined approach to channel program planning and operations in 2024. This includes:
- Maintaining more manageable rosters to partners;
- Adjusting programs to include and support non-transacting partners such as referrers and influencers, and
- Aligning channel partner marketing support activities with the digital, self-service B2B buyers’ journeys.
