Channel Journeys Podcast
The Top 5 Trends Shaping Partner Programs with Margaret Adam
Published: 5 March 2025 at 10:30 Europe/London
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Episode notes
It’s always a good idea to look at the latest trends in partnering to make sure your strategy and programs are keeping up with the times. In this episode, I’m speaking with Margaret Adam, a former industry analyst and head of ecosystems research, about her five channel predictions for 2025.
Margaret is now the Director of Product and Partner Marketing at the Channel Mechanics, a firm focused on channel program automation and execution. We dive into her predictions and the resulting shifts needed in partner programs.
Margaret elaborates on the ‘three C’s’ of partnering, the role of AI, the orchestration of outcome-driven partner journeys, and the challenges of partner attribution, with actionable insights that you can implement.
Key Takeaways
Here are the top five lessons learned from Margaret’s partner predictions for enhancing partner programs and strategies:
- Embrace the Three C’s of Partnering:
- Co-Selling: Organizations need to adopt collaborative co-sell strategies with both traditional and non-traditional partners, like ISVs and GSIs. This involves creating programs that streamline the process of working together.
- Cloud Marketplaces: Partners need enablement programs, incentives, and educational initiatives tailored to fully utilize cloud marketplaces for better transaction capabilities.
- Customer Success: Vendors should focus on building strong customer success programs that align vendors and partners to jointly manage customer satisfaction and retention.
- Go All-In on AI for Partner Success:
- Vendors should support partners by lowering the barriers to entry for AI technology, helping them to build capabilities that leverage AI for business growth.
- AI can also be instrumental internally for partner success, such as tools that match partners with the right customer opportunities, enhancing the efficiency of joint efforts and optimization of partner resources.
- Orchestrate Specific, Outcome-Driven Partner Journeys:
- Vendors should create personalized paths for partners based on their profiles and requirements, e.g., advancing AI expertise or excelling in digital marketing strategies.
- This involves detailed business and account planning, combined with real-time monitoring and automation, to ensure partners are consistently progressing toward their goals and refining their competencies.
- Address Complexities in Attribution:
- Robust, data-driven methods are essential to accurately track and reward partner contributions beyond just transactions. Recognizing various partner activities, like inflow of leads or support in product integration, can optimize resource allocation and ensure fair compensation.
- By developing a detailed understanding of partner influences on accounts, vendors can better prioritize resources and enable strategic decision-making.
- Adapt to the Future of AI and Cookie-less Environments:
- Companies must prepare for reduced organic traffic to websites by leveraging content and SEO strategies aligned with AI-driven searches.
- Partners will need to increase their visibility through optimized digital strategies to remain discoverable in new searches driven by AI.
- It’s crucial for vendors to support their partners in navigating this shift, ensuring they are well-equipped to capture and convert leads in an AI-dominated marketing world.
LINKS & RESOURCES
- Connect with Margaret on LinkedIn
- Hear How to Build the Ultimate Partner Success Program with Jason Beal
