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2021 Channel/Partner Marketing Benchmark Survey

To boost prioritized performance metrics, B2B executives plan to expand partner ecosystems, invest in channel technology stack.

B2B leaders are clearly optimistic that their indirect sales and marketing programs will gain momentum in 2021. According to the first annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report, more than 90% of company executives and channel leaders expect to increase revenue directly attributed to their partner ecosystems this year.

In addition, respondents noted that they anticipate gains in channel-acquired new customers, channel general leads, channel partner engagement and retention of channel-assigned accounts.

The improvements will not be achieved without making significant adjustments to the number and make-up of their channel ecosystem, as well as bigger investments in the technology they implement to support them.

B2B executives plan to expand their channel ecosystems with referral and influence partners, as well as their ranks of indirect sellers and marketers. To better enable them, channel teams plan to boost investments in a variety of partner program solutions.

In the following report, we provide a deep dive into the survey results, providing specific analysis into:

  • The leading metrics that channel managers use to measure program success;
  • How channel leaders are adjusting their channel ecosystems to align with B2B buyer journeys;
  • The investments being made in channel program optimizing solutions; and
  • The digital transformation of to- and through-channel communication and marketing activities.

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