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Lead generation is always largely considered in any marketing strategy implemented by a company in the technology industry. The subject effective execution of partner marketing to increase lead generation demonstrates how a company in the technology industry can develop and execute the appropriate use of partner marketing. This can create a positive impact on many different key performance indicators, however in this case focused on lead generation. Different methods of partner marketing, the execution of channel marketing, as well as results driven are all aspects analyzed in the study. This studies purpose is to assist Console Connect in developing a new partner marketing strategy in their marketing strategies.