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Knowledge is helpful but insight is power.

High-impact GTM work is grounded in insight, period. Follow us here for the thought-output of our ongoing learning and reflection on nearly two decades of dedicated focus supporting the very best-in-class technology GTM organizations.
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How AI-Fueled ParTech and PRMs are Transforming Ecosystem Potential into Profit
Penny Byron
In today’s high tech environment, the companies that win aren’t the ones with the largest partner rosters—they’re the ones with the most strategically aligned ecosystems. The partner landscape is evolving rapidly, driven by customers' growing preference for integrated, solution-oriented buying experiences.

Companies are moving away from linear, transactional channel models and embracing dynamic ecosystems. These ecosystems incorporate a diverse mix of partner types—resellers, ISVs, integrators, consultants, marketplaces, MSPs, and more—activated purposefully across the full customer lifecycle.
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“Every single prospect or customer we talk to highlights revenue growth as the top business goal that a PRM can help achieve. If your PRM doesn’t support the way you want to scale your partner business, it’s not just a tech issue—it’s a growth blocker.”
 
— Balaji Subramanian, Chief Partner Officer, Channelscaler

Insights Best Practices Partner Ecosystem

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In the current economic climate, organizations are going to rely even more on partners as ...
Pat Carroll
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Insights Partner Ecosystem

Five Priorities for Channel Leaders in 2023

Inflation and interest rates are up, the economy is in recession, and consumer confidence ...
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Insights Partner Ecosystem

Partner Demand Gen: Five Keys to Success

It’s exciting to bring two innovative companies together with a compelling joint value ...
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Insights Partner Ecosystem

Look Before You Leap: Planning for Social Media Success

It’s easy to understand why brands have jumped into social media. Low cost. Low barriers ...
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Insights Partner Ecosystem

Let’s Get Personal: Building Better B2B Brands

Everyone is familiar with the boatloads of money spent building consumer brands. From ...
Richard Albrecht
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