B2B executives 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 executives expect revenue to be increased directly to ecosystems this year attributed to her partner.
Additionally, respondents said they expect profits from channel-acquired new customers, overall channel leads, channel partner engagement, and retention of channel-assigned accounts.
The improvements will not be achieved without making significant adjustments to the number and composition of their channel ecosystems, as well as major investments in the technology they implement to support them.
B2B executives plan to expand their channel ecosystems with referral and influencing partners, as well as their ranks of indirect sellers and marketers. To better enable them, the channel teams plan to increase investments in a variety of partner program solutions.
In the following report we give a deep insight into the survey results and offer specific analyzes on:
- The leading metrics channel managers use to measure program success.
- How channel leaders adapt their channel ecosystems to suit B2B buyer journeys;
- Investing in solutions to optimize the sewer program; and
- The digital transformation of communication and marketing activities on and through the channel.