Q4 Already? Three Moves Every Channel CMO Should Make NOW

If recent years have taught us anything, it’s that speed and focus separate the brands that thrive from the ones that just survive. To make the most of Q4, CMOs must zero in on the levers that will pay dividends when the ball drops.

Here are the three priorities that deserve your full attention before the year slips away:

1. Protect and grow channel revenue resiliency

All partners aren’t created equal. Identify your top 10-15% of partners that drive 70% or more of your revenue and start building plans and co-investing with them NOW. Tighten up the partnership with executive alignment and joint account planning, and consider building helpful tools like ROI calculators, crafting industry-specific messaging, and pulling together joint case studies. In a marketplace with tariffs, inflation, and general global turmoil, price competition will intensify, and differentiation is critical. Stronger mutual trust and stickier revenue streams will fare best even under market pressure.

2. Refine go-to-market (GTM) messaging around business outcomes

Inflation, cost pressures, and uncertainty make customers less willing to buy tech for tech’s sake. They are looking for reduced operating expenses, faster time to value, and risk mitigation. Develop verticalized messaging and tie your solutions to urgent problems. For example, regulated industries prioritize security and compliance, while cost-constrained sectors focus on AI productivity. In each case, leverage thought leadership and own the narrative in your ecosystem. Q4 is when 2026 budget planning is happening—if it hasn’t already—so you want your point of view front and center in CIO/CTO round tables, channel press, and partner councils. This clear market differentiation will allow your organization to achieve premium positioning, not discount-driven deals.

3. Lock in next year’s pipeline and predictable growth levers

Don’t wait until January 1 to start building a pipeline! Marketing should launch targeted Q4 campaigns that create sales-ready leads for early 2026. Begin strategic account planning, collaborating with top partners, and identify co-sell opportunities. Target both large renewals and look-alike whitespace accounts and begin the engagement process now. Achieving high visibility into early 2026 deals will ensure your company has a more predictable, recession-hedged revenue base.

Bottom line

The clock is ticking, but there’s still time to outpace the competition. Q4 isn’t just a sprint to the finish—it’s the launchpad for next year’s growth. CMOs who double down on partner performance, sharpen outcome-based messaging, and proactively build pipeline now won’t just finish strong—they’ll start 2026 ahead of the pack.