Transformation Ahead For Channel Marketers: Insights From Our B2B Marketing Predictions Webinar
Forrester, March 15th, 2023
Forrester's 2023 predictions for B2B marketing and sales leaders have a common thread: They all, in one way or another, speak to the criticality of aligning around the customer. In a recent webinar, my colleague Amy Hawthorne and I dove deep into two of those predictions, both of which have made waves in the market.
Amy explored the prediction that the number of demand teams reporting into sales will jump to 20% this year. (Look out for her forthcoming blog post recapping that prediction.) Here, I'll recap the transformation underway in many channel marketing teams and address a few of the questions asked in the webinar.
Prediction: In 2023, 40% Of B2B Organizations Will Say Goodbye To Their Channel Marketing Function
Channel organizations are at a pivotal moment. They continue to see a sharp increase in and expansion of new partner relationships. As B2B buyers' processes continue to evolve and where and how they purchase continues to diversify, partner ecosystems, both formal and informal, have become indispensable to B2B companies' overall growth strategy.