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Is AI good or bad? Should it be used in Oscar-nominated movies? I don’t claim to have an answer to either of those questions, but I can say that AI, leveraged correctly, can help vendors save time and personalize some of their tools, processes and content for partners. It’s called a relationship for a reason, and we all know relationships take work. But with only so many hours in the day, it’s worth thinking about how some of the recurring actions of a partner program could be performed by AI.

5 Questions Explored in Our Latest Research

The partner ecosystem is evolving rapidly, and our latest research highlights a critical shift: vendors are laser-focused on sales-driven partnerships. But is this approach sustainable?

Should you double-down or branch out?

We are often asked for advice on a crucial decision: should partnership leaders double down on their current partners to deliver better results, or should they recruit new ones?

Get ready to adapt to the new rules of partner engagement and ecosystem success.

The partner landscape is transforming at an unprecedented pace. In our annual partnering webinar where we answered submitted questions, Diane Krakora and Jay McBain unpacked the trends redefining partnerships, from the rise of non-transactional incentives to the growing dominance of marketplaces. As partners take on multifaceted roles and buyers demand seamless, data-driven experiences, vendors must evolve to stay ahead. Here are the top 10 takeaways from their discussion that every partnering leader should know.