The Pareto Principle, named after Italian economic Vilfredo Pareto, is the concept that 80% of outcomes are driven by 20% of causes. The Pareto Principle has long been applied by B2B companies to their distribution channels, rationalizing that 80% of their revenue comes from the top 20% of their partner base. Today's channels are increasingly complex, however, and can no longer rely on the Pareto Principle to drive partner marketing and sales strategies. Let's look at why this is the case, and how marketing departments can develop strategies for modern channel ecosystems.