target audience: TECH SUPPLIER  Publication date: Mar 2024 - Document type: IDC Survey - Doc  Document number: # US51748524

2024 State of Partner and Channel Marketing


  • Laurie Buczek Loading
  • MaryAnn Holder-Browne Loading


  • 24 slides

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This IDC Survey addresses the current state and future trajectory of partner and channel marketing. As the business landscape transforms and partners experience uncertainty with marketplaces, marketing leaders want to understand how partner marketing needs to evolve to demonstrate expected value and support business objectives.

Partner and channel marketing is one the last programs to undergo necessary transformation for the experience era and readiness to harness emerging technology (i.e., GenAI). The survey addresses the evolving objectives and role of partner marketing, priorities for the future, and barriers to success. This document is intended to help tech vendor executives adapt their partner marketing programs to successfully deliver expected business results in a digital business world.

"The pace of change in buyer behavior, disruption in business conditions, and the speed of emerging technology (i.e., GenAI) reaching the tipping point means that digitally transforming partner and channel marketing is more important than ever. The future has asked the question; now marketers must answer how they are prepared," says Laurie Buczek, research vice president, CMO Advisory Practice.


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