For Technology Marketing Professionals

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	July 8, 2010 B2B Tech Vendor Partner Program Expectation Gaps That Matter Comparing Vendor And Partner Prioritizations Reveals Misunderstandings by Peter O'Neill with Peter Burris, Eric Hsieh

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Executive Summary

Changes in technological platforms and business models require technology partners both to re-assess their existing partnerships and to explore new partnership initiatives. Forrester's partner program assessment (PPA) tool, originally introduced in 2008, has never been more important or more necessary. However, as both platform vendor and independent software vendor (ISV) clients exploit our PPA tool, our research shows that their assumptions and expectations regarding best approaches and outcomes vary significantly. In years past, partners were expected to accommodate vendors. Today, however, the increasing market power of customers and of the channel will force business adjustments across all parties. Partners should use PPA to guide efforts to forge sound business relationships; vendors should use PPA to highlight opportunities to profitably and advantageously strengthen partner programs.

TABLE OF CONTENTS

• Partner Program Selection Continues To Be Challenging
• Gaps Open Between Vendor And Partner Priorities

WHAT IT MEANS

• Forrester's PPA Needs A New Category: Service

RECOMMENDATIONS

• Vendors Must Be Diligent To Channel Needs
• Partners Are Now In The Driver's Seat, So Start Driving
• Related Research Documents

This is an excerpt

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