Partner marketing is under pressure to deliver measurable revenue outcomes in a market defined by tighter budgets, longer buying cycles, and rapidly evolving buyer behavior. Traditional MDF programs, campaign-in-a-box approaches, and activity-based metrics often fail to generate meaningful pipeline. As a result, organizations are increasingly turning to AI-driven demand generation while adapting to digital-first buyer journeys.
Sophy Gray, CEO of 7Demand, joins Amy Henderson, VP of Client Relations at Channelnomics, on “The Network Effect” to explore the distinction between demand creation and demand conversion, and to discuss why vendors should rethink how they fund and execute partner-led marketing initiatives.