The 3 Greatest Challenges Facing Channel Marketers

Earlier this year, RVLVR was thrilled to have Amy Protexter, a brand repositioning expert with multi-industry CMO experience, join the team as a strategic advisor. Throughout her career, Amy has demonstrated an uncanny ability to identify opportunities to align and amplify messaging, rebrand and reenergize companies, and develop effective marketing strategies and partnerships that deliver results.

Recently, we were able to chat with Amy about the top three challenges facing channel marketers today. If you’re currently in the channel marketing space, the list may not surprise you, but it certainly underscores the value of a results-driven partner that’s wholly invested in your company’s success.

From Amy:

In the thick of the final quarter of the year, marketers across the channel are facing some formidable challenges. Delivering the quarter is always job number one, but it’s also time to look forward to 2025 and the strategies that will help propel your company’s growth in the coming year.

As I see it, three areas really demand a CMO’s attention right now:

• Doing more with less. The tech sector was constantly in the news this year for its downsizing activities, making very public staff cuts. As a leader, it’s time to ask yourself if you have the right people – and the right skill sets – on your team to face the continuing complexity and challenges in the tech industry. If budgets prevent you from adding people, make sure you have a good agency partner waiting in the wings as an extender of your team if resources get strained or to provide support for unique capabilities that are beyond your team’s scope.
• Sustaining growth in a rapidly evolving technology landscape. The promise of AI is both real and daunting at the same time, but many clients are confused about how best to leverage AI in their businesses. Marketers face the huge task of helping educate clients about what’s possible, explaining in simple but attention-getting terms the business outcomes possible with emerging AI technology. Doing this well will help build a rich pipeline of opportunities for sales.
• Data, data, and more data. If you don’t have your arms around your data in all its forms, it’s time to get your house in order! CMOs need good data to make informed, strategic decisions that drive real business outcomes. Good data, when used effectively, allows you to measure performance, optimize campaigns in real time, anticipate customer needs, and align marketing efforts with key business goals. It turns guesswork into precision, helping you not only understand what works but also predict and adapt to market changes, ensuring sustained growth and a competitive edge.

CMOs who sharpen their focus on their people, message, and data will find the magic in designing a 2025 marketing strategy for growth and success!