For years, partner marketing has largely focused on building relationships with individual partners, helping them generate demand, and supporting their sales activities. But as customer buying journeys become more complex, and solutions increasingly involve multiple technologies and service providers, is that approach still sufficient? In this thought-provoking article, Carrie Mott explores the shift from traditional partner marketing towards a more connected, ecosystem-led approach to growth.
Drawing on her experience across the Asia Pacific region, Carrie examines how vendors can bring together different partners, capabilities, relationships and customer insights to create greater value. She also considers the role AI can play in helping organisations identify opportunities and coordinate activities across their ecosystems. It’s a comprehensive article that challenges vendors to think beyond the number of partners they recruit and focus instead on how effectively those partners contribute to customer outcomes.
Read the full article here
