Source: Featured Blogs - Forrester
Partner demand strategies built on sales rep outreach and trade shows no longer work when enterprise buyers use AI tools to research and evaluate solutions independently before contacting vendors. Competitive advantage has shifted from partner relationship management to content quality, technical discoverability, and early-stage buyer influence. Channel programs must now invest in SEO, thought leadership, and product documentation instead of relying on lead-sharing quotas. Partners who don't adapt their go-to-market motion risk being bypassed by buyers who never request a conversation.