Mapping Different Routes to the Same Goal

“I serve lots of different companies with different programs,” said BuzzTheory’s Khali Henderson. “Some want to enable their partners in an easy way that they can execute upon. Some of them are saying, ‘Let’s make this as simple and packaged as I can get it so that they can just go with that one value prop.’ Others are going into a situation where they’re saying, ‘We’ll be your marketing department, we’ll be channel-first and we’ll do all the ABM (account-based marketing) with you. We’re going to go to market together. We’ll develop the leads and then hand them to you. We’ll help you through the whole process.’

“So totally different approaches, but they’re trying to get to the same place — where their partners can actually grow their own businesses with the help of the vendor.”