Channel marketing is shifting due to changes in technology, partner models, and buyer behavior. As revenues move from hardware to applications and from transactional to recurring models, partners must focus on value-add, seamless integration, and surviving long ramp-ups in subscription models. New partner types—born-in-the-cloud, eCommerce, and hybrid agencies—demand modern tools and strategies. Marketers must support partners with tools that help differentiate offerings, modernize marketing, optimize operations, and deliver long-term customer value to remain competitive in a fast-evolving ecosystem.

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