Partnering for Scale: Embedding AI, Cloud Marketplaces, and Co-Sell Strategy into the Core of B2B Growth

We curate most relevant posts about Channel Marketing on LinkedIn and regularly share key takeaways.

This edition offers extensive insightsinto the evolving landscape of B2B partnerships, particularly emphasizing the impact of Artificial Intelligence (AI) and hyperscaler cloud platforms. Several authors stress the importance of strategic alignment, mutual trust, and robust enablement for partner activation and scalable growth, noting that relying solely on incentives and tools is insufficient. Key discussions focus on optimising content for AI discovery, redefining SaaS partnership economics for equitable value creation, and the critical need for integrating partnerships directly into the core GTM strategy rather than treating them as an afterthought. The reports highlight that cloud marketplaces and co-sell motions are accelerating, with marketplace revenue expected to grow significantly, demanding that companies prioritise these channels and adequately compensate sales teams for partner-led deals. Furthermore, the sources cover practical advice, such as improving résumés for partnerships roles and the necessity of using positive reinforcement to drive desired co-sell behaviours.

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