Channel growth expands a vendor’s reach into vertical markets, geographies, or audiences as part of their go-to-market strategy. It enables vendors to tap into new areas by leveraging partners or resellers to extend their influence.

Primary Research’s Role:

Primary research provides the data needed to tailor content and support materials for different channels. White-labeling research findings allow channels to present themselves as experts, enhancing their credibility and relevance.

Benefits:

Customized content helps channels feel in control, boosts their expertise, and strengthens their alignment with the vendor’s goals.

Opportunities:

Mass-customizing materials based on research findings can enhance channel engagement and effectiveness, making them feel more connected and valued.

Challenges:

Ensuring that the customized content remains relevant and flexible for different channels while maintaining the brand’s integrity.