Channel Partner Ecosystems
Accelerating Channel Sales Through Platform Marketplaces
Partner Ecosystems build upon and extend the traditional channel management model to integrate partners directly into the core product through application marketplaces.
From Zoom through Shopify to Atlassian and AWS, vendors are leveraging the Platform Business Model to implement a channel strategy built around a marketplace, an ecosystem that partners can join and enhance through developing and listing plugin modules and services.
This enables a powerful dynamic where partners gain access to new customers, as a function of enhancing the value of the vendor’s platform offering and accelerating a network effect.
Our guide and best practice series will explore this trend in detail, sharing technology blueprints for those seeking to set up marketplaces to underpin their own channel programs, and GTM strategies for vendors wanting to increase sales through them.