Just because your organization relies on indirect sales channels to do the selling doesn't mean your partners have to do all the heavy-lifting. Given the ways that buyer behavior has changed, the role of your partners is less about demand generation and more about closing business. This means they will be relying more on your ability to help them market your products and services.
In today's wired and continuously-connected world, vendors who go out of their way to support channel partner marketing efforts are almost certain to be rewarded in multiple ways. Besides simply increasing sales - which is really the primary goal - you can easily separate yourself as a vendor that sales partners truly want to represent. Whether you're fighting for market share, or looking to extend into new verticals, that sort of distinction can easily be the deciding factor.