Best of LinkedIn: Channel Marketing CW 23/ 24

Channel marketing is entering a more execution-driven phase, with AI, marketplaces and co-sell becoming practical levers for partner-led growth. The strongest momentum sits in the shift from campaign activity to scalable operating models, supported by cleaner data, deeper technical enablement and more disciplined ecosystem orchestration.

Date

June 16, 2026

Channel Marketing

Thomas Allgeyer

Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!

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If you prefer listening, check out our podcast summarizing the most relevant insights from Channel Marketing CW 23/ 24:

AI & Partner Execution

AI shifts from broad ecosystem narrative to daily channel execution across co-sell, QBRs, onboarding, enablement and campaign orchestration
Clean partner data, CRM integration and attribution logic emerge as prerequisites before AI can create measurable commercial impact
AWS Partner Central agents highlight how AI can reduce administrative workload and improve opportunity creation, referral tracking and funding visibility
Partner teams increasingly use AI to prioritise partners, prepare campaigns, monitor opportunities and support ecosystem decision-making

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Co-Sell & Marketplaces

AWS and Microsoft co-sell motions gain strategic importance as partners align more closely with hyperscaler AI, funding and marketplace priorities
AWS Partner Central and Suger use cases show a move toward more automated, real-time referral management and stalled-opportunity recovery
Microsoft Marketplace multiparty private offers expand internationally, reinforcing marketplace-led selling as a core B2B growth channel
Marketplace execution is positioned as a way to simplify procurement, accelerate deal cycles and improve partner-led revenue outcomes

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Partner Marketing Engine

Partner marketing is reframed as a repeatable revenue engine rather than a campaign support function
One-off webinars are challenged unless connected to audience warming, content reuse, nurture flows, social activation and structured follow-up
Stronger partner marketing systems focus on content calendars, campaign automation, partner participation and milestone-based execution
Long-tail partner activation depends on simplicity, lower partner effort and clearer reasons to participate

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Partner Program Design

Static partner tiers are challenged as insufficient when they reward historical performance rather than current momentum and engagement quality
Dynamic partner models gain relevance by linking incentives to behaviour, growth potential and revenue contribution
Channel architecture is increasingly shaped around customer buying paths rather than internal partner categories
Partner teams focus more on revenue acceleration, attribution, partner selection and the quality of partner-led contribution

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Technical Partner Capability

Technical depth becomes a decisive differentiator as AI, cloud, security and managed services raise partner capability requirements
Microsoft and AWS ecosystem narratives point to implementation credibility as a key success factor for AI-era partners
Partner managers need stronger specialised partnering skills, not only general leadership or relationship management capability
The partner role expands from project execution toward continuous orchestration across AI, services, integrations and customer adoption

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New Products & Partnerships

OpenAI launches a $150M Partner Network to certify consultants and support broader AI deployment
HODOR joins the Dell Technologies partner ecosystem to support safe and compliant enterprise AI deployments
OneStock and Ingrid partner to orchestrate retail order fulfilment and delivery, while FastForward joins Clay’s official partner directory

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Events & Ecosystem Momentum

AWS ecosystem activity accelerates through partner events focused on co-sell, Marketing Central, MDF, Partner Central agents and European Sovereign Cloud
Microsoft, Cisco, Shopify and CDW activities reinforce partner ecosystems as a core GTM priority across AI, marketplaces and infrastructure
Partner communities such as Partner1, Catalyst, Pavilion, EULER and regional partner marketing forums show rising demand for practical operating models
Event discussions indicate a shift from broad ecosystem positioning toward applied guidance for AI adoption, marketplace growth and partner-led revenue

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