Stacking the Deck: Partner Marketing in Age of AI

Channel partners deliver over 70% of worldwide IT spending, a market worth in excess of $5 trillion. But most partner marketing programmes still run on the same three levers: better content, another event, one more portal. None of it works as well as it should, because none of it is the real problem.Stacking the Deck argues that partner marketing succeeds or fails on four archetypes acting in concert: the Brand Leader, the Community Leader, the Technology Leader and the Value Proposition Leader: the Four Aces of the ACE Framework.Drawing on his experience as a leader in leading global IT distribution businesses and as a strategist, advisor and mentor for partner-focused B2B tech companies, Paul Cunningham shows how to diagnose the archetypes your organisation needs, close the execution gap with the Partner Programme Performance Index, and align people and programmes with the growing role and impact of AI.This is not a transformation-journey book. It is a working manual, offering frameworks, diagnostics, and a methodology for building partner sales relationships that grow revenue, for the marketing leader who is looking beyond easy advice and failed assumptions.