, Channel News
EMEA Channel Round-Up – October 2026
Security and services M&A dominated the month, led by Proofpoint's $6.3bn move for Varonis and a run of UK partner deals.
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Channel news
What is moving in the channel.
A weekly read on vendor programmes, partner activity and the market signals we see across our campaigns.
, Marketing Operations
Channel Partner Metrics That Actually Matter (And What to Do With Them)
Stop measuring vanity metrics that don't drive decisions. Most partner programs aren't underfunded—they're under-optimized. Learn the 10 metrics that reveal real channel performance and how to act on the insights to drive growth.
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, Marketing Operations
From Confusion to Conversion: Fixing the Broken Buyer Journey in Channel Marketing
Disconnected buyer journeys between vendors and partners create friction that kills deals. Learn how to map, align, and optimize the full buyer journey to eliminate gaps and drive conversions.
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, Marketing Operations
Is Your Channel Strategy Scalable — or Are You Just Scaling Chaos?
Growing your partner ecosystem without scalable systems creates fragmentation and chaos. Learn the difference between scaling growth and scaling operations—and how to build repeatable channel processes.
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, Lead Generation & Management
The Forgotten Funnel: Why Top-of-Funnel Demand Gen Is Still Undervalued in the Channel
Channel marketing obsesses over pipeline metrics while neglecting the awareness and education that fuel demand. Top-of-funnel activities are the oxygen of demand generation—ignore them and suffocate your pipeline.
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, Campaign Execution
Your Co-Branded Campaigns Look Awful — And That’s Killing Conversion
Poor design in co-branded campaigns destroys credibility and kills conversion rates. Buyers judge professionalism in seconds—learn how to create visually strong co-branded assets that partners are proud to use.
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, Marketing Innovation & Trends
What B2B Channel Marketers Can Learn from DTC Brands
Direct-to-consumer brands excel at grabbing attention and driving conversion with bold, human messaging. B2B channel marketers can transform their results by adopting DTC tactics like urgency, storytelling, and mobile-first design.
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, Channel Strategy & Management
The Top 5 Lies Vendors Tell Themselves About Their Channel Strategy
Vendors often deceive themselves about their channel effectiveness. From assuming portals equal enablement to believing more partners mean more revenue, these common myths are sabotaging channel success.
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, Campaign Design & Execution
Stop Forcing Partners to Be Marketers: Build Campaigns That Just Work
Channel partners aren't marketing professionals—they're sales experts. Create turnkey campaigns that require zero marketing skills, allowing partners to focus on what they do best: selling your solutions.
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, MDF & Partner Funding
The MDF Illusion: Why Money Alone Won’t Drive Partner Results
Market Development Funds without strategy are wasted investments. Partners need more than money—they need structured MDF programs with clear guidance, performance benchmarks, and execution support to drive real results.
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, Lead Generation & Management
Your Partners Don’t Want More Leads — They Want Better Ones
Stop flooding partners with low-quality leads that damage relationships. Partners don't care about your volume KPIs—they need qualified, sales-ready prospects with context that helps them close deals faster.
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, Channel Marketing Strategy
Why 80% of Channel Partner Campaigns Fail Before They Even Launch
Let’s face it, most partner campaigns don’t even make it past the starting line. The reason isn’t a lack of resources or good intentions. It’s that vendors are designing campaigns for themselves, not for the people who have to run them.
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