B2B companies tend to oscillate between supporting channel partners and neglecting them. This is unfortunate, since partners drive sales and generate new opportunities. But, all too often, organizations neglect their partners when shaping marketing, sales, and product strategies.
Unhappy partners will leave you for a better product or larger sales margins. Uninformed partners will struggle to sell your solution. In other words, partners need care and attention so they can sell your solutions well.
Cascade Insights’ B2B Channel Research can help you identify the weak spots in your partner program and roadmap how to keep your channels healthy.