Whether you are new to channel marketing or you’re an experienced practitioner, there’s always something new to learn, because the market is changing. The way that people make buying decisions has changed as they have more and better access to information.

According to CEB, “57% of the purchase decision is complete before a customer even calls a supplier”. Marketing has the best opportunity to impact the 57% of the decision making that takes place before contact.

As channel marketing professionals, we must recognize the impact of this change in the market and continue to develop innovative programs to attract the attention of buyers through our channel partners.

But it’s not easy - it never has been and likely never will be. Many of your channel partners do not have full-time marketing resources so they have to make choices between their day job and marketing tasks. And the channel partners that do have marketers are already stretched thin. Your partners don’t have the resources, knowledge and experience you do. Channel partners need help and that’s where the channel marketer has the potential to be the hero!

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Want more on this topic? Check out our book, Marketing Multiplied: A real-world guide to Channel Marketing for beginners, practitioners, and executives.

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