Tech Go-To-Market: Disruptive Program Design for TSP Partner Ecosystems – Gartner Research Report – August 2018

Selling digital business solutions drives the formation of partner ecosystems, which challenges traditional partner program structure and processes. Technology product marketers responsible for optimizing route-to-market strategies must create disruptive ecosystem programs to succeed.
Key Findings
Selling complex digital business solutions requires presenting a more complete solution than most technology and service providers (TSPs) can provide on their own (that is, the “whole product”).
Traditional enablement programs, infrastructure and support systems, execution platforms, and results and performance metrics rarely support the formation and governance of partner ecosystems.
Ecosystem partnerships between TSPs selling digital business solutions are rarely driven by revenue share or partner compensation like traditional programs. Revenue through partner ecosystems can be initially undefinable and, in the medium term, unpredictable.

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