Partner Engagement in Channel Marketing

In the dynamic landscape of channel marketing, partner engagement remains a pivotal challenge for suppliers of all shapes and sizes. As a Customer Success leader in this space, my interactions with suppliers with varying channel structure consistently underscore the importance of establishing and maintaining robust partner relationships.

Today, more suppliers rely on partners for expanding their customer reach. Consequently, a well-defined partner communication and engagement strategy is imperative for the success of all parties involved. In an environment where partners collaborate with multiple suppliers, it becomes crucial for suppliers to stand out and implement effective engagement plans to foster partner loyalty.

5 Key Tips for Creating and Executing a Successful Partner Engagement Plan in 2024:

☑️ Tip 1: Adapt to Evolving Relationships

Building solid relationships remains paramount. However, in 2024, the emphasis is on dynamic, reciprocal relationships. Suppliers must treat channel partners as strategic collaborators, not just as tasks on a to-do list. This approach strengthens the relationship, fostering mutual satisfaction, driving partner loyalty, and creating value.

☑️ Tip 2: Provide Responsive Programs and Content

Tailoring marketing materials to partner needs and types ensures that partners are motivated to sell products and services, maintaining a competitive edge in the market. If channel partners are not receiving relevant marketing or sales enablement materials from a supplier, focus will shift to a different supplier that is taking their needs into account.

☑️ Tip 3: Prioritize Real-Time Communication

Consistent communication is still key but with an emphasis on real-time updates. Monthly outreach may not be sufficient. Instead, leveraging technology for regular updates on product releases, changes, or announcements ensures partners are well-informed. Encouraging partners to stay abreast of industry trends and adopt new technologies is vital for sustained collaboration.

☑️ Tip 4: Earn Partner Buy-In

Demonstrating genuine care and responsiveness to partners’ needs is more critical than ever. Suppliers must show a commitment to understanding and addressing partner challenges. Partners are looking for a personalized experience in which the content and materials made available to them are targeted to their needs.  Partners are busy and suppliers do not have unlimited opportunities to win their trust.

☑️ Tip 5: Engage Channel Managers

Channel managers play a pivotal role in supporting partners. In 2024, the focus is on demonstrating the value of programs to channel managers. Providing them with resources and tools that facilitate effective communication with partners ensures widespread adoption. The goal is to create a network of program advocates, leading to increased leads, higher sales, and improved overall return on investment (ROI).


Partner engagement remains the linchpin for creating and sustaining partner loyalty in 2024. Empowering channel partners to become experts in suppliers’ products and solutions enables them to confidently navigate the market, build robust sales funnels, increase revenue streams, and achieve an enhanced ROI.



👉 More Resources:

Industry leaders shared their predications for 2024 in a recent blog: Read More

Take a deep dive into partner onboarding with channel influencer Kris Blackmon: Read More

Want to talk to a channel expert about how ZiftONE can help your channel program? Schedule a demo here.