Despite this year’s economic challenges, 38% of technology company executives say they plan to increase their channel marketing budgets in FY 2025, signaling cautious optimism for the coming year.

This and other exclusive data from the Chanel Marketing Association’s first annual State of Channel Marketing Report were revealed on Dec. 5 in a sold-out webinar.



CMA’s report, sponsored by Demand Factor, includes insights gleaned from surveys of technology marketing decision-makers and offers actionable insights into how organizations are navigating growth opportunities, investing in technology and engaging their partner networks to drive success.

Here are a few highlights:

Top Areas of Channel Marketing Spend

As noted, 38.1% of survey respondents plan to increase their channel marketing budgets for FY2025. Where is the budget going? Key investments include partner engagement, advanced technologies and partner-driven sales growth.

Companies plan to prioritize investments in the following areas:

• Expanding global partner engagement and onboarding new partners.
• Investing in technology such as PRM systems, account-based marketing tools, and AI-driven platforms.
• Driving sales growth through partner ecosystems to tap into new markets.
• Another 12.7% of respondents are reducing budgets, with cuts focused on high-cost events and field marketing.

Tools Powering Modern Channel Marketing

According to the survey, channel marketing organizations have invested in modern tools to improve productivity and optimize results.

• More than half (50.7%) of respondents use partner relationship management (PRM) systems to automate processes like onboarding, tracking performance, and co-marketing.
• More than a quarter (26%) leverage through-channel marketing automation (TCMA) tools to enable localized campaigns while maintaining global brand consistency.
• And a fifth (20%) rely on channel incentive management tools to track and reward partner success programs.

Tough Hurdles Facing Channel Marketers

While many channel marketers are investing in marketing and marketing tools, challenges remain, including:

·      Competition, which makes it harder to gain and maintain partner loyalty and mindshare

• Limited budgets and rising costs put pressure on marketers to maximize their impact with fewer resources
• ROI measurement is complicated by long sales cycles and incomplete partner data.

Gain a Competitive Edge With CMA Membership

Despite ongoing challenges, the 2024 State of Channel Marketing Report highlights optimism and strategic investment opportunities for channel marketers. Addressing key issues like technology adoption, partner engagement, and ROI measurement will be critical for success in 2024 and beyond.

Success in today’s competitive channel marketing environment requires both a clear understanding of market trends and the right connections. CMA membership equips you with exclusive data and a strong professional network to help your organization grow strategically while advancing your career.

BONUS Webinar Access: Normally, CMA webinar replays are ONLY available to paid members. Because there were not enough seats for the live event, we’re adding the reply to our community site for everyone – paid and free members – to enjoy! Full access to the report is an exclusive benefit of paid CMA membership.

Access the full 2024 State of the Channel Marketing report and gain the insights you need to stay ahead in channel marketing — join CMA today!