HomeResearch Articles Stacking Up a B-to-B Organization's Channel Program

Stacking Up a B-to-B Organization's Channel Program

  • In b-to-b channels, partners juggle multiple supplier relationships, weighing their respective benefits to determine which deserve more focus
  • In response, suppliers attempt to create best-in-class channel programs that invest in technology, recruit new partners, and enable and create demand with them
  • How a channel program “stacks up” vs. others determines what changes or new investments are made to keep partners engaged and producing
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