Partner & Channel Marketing
Co-marketing programs, partner enablement, and channel strategies that drive revenue through partnerships.
21 articles
Partner Events and Field Marketing: Supporting Partner-Led Events
Partner events generate high-quality pipeline when done right. Here's how to support partner-led field marketing that...
Strategic Alliance Management: Managing Complex Partnership Relationships
Strategic alliances require different management than transactional partnerships. Here's how to build and maintain...
Joint Business Planning with Partners: Aligning Goals and Resources
Partnerships fail when goals aren't aligned. Here's how to build joint business plans that create mutual accountability...
Partner Competitive Positioning: Helping Partners Win Against Competitors
Partners face different competitive situations than direct sales. Here's how to arm them with positioning that wins in...
Partner Communication Programs: Keeping Partners Engaged and Informed
Silent vendors get deprioritized by partners. Here's how to build communication programs that keep your product...
Partner Success Metrics: Measuring What Actually Drives Partner Revenue
Most partner programs track activity metrics that don't correlate with revenue. Here's how to measure what actually...
Channel Pricing Strategy: Margin Structures That Motivate Partners
Flat 25% margins don't motivate behavior. Here's how to design channel pricing and margin structures that drive partner...
Partner Value Proposition Development: Why Partners Should Sell Your Product
Partners carry 10-20 products. Here's how to build a partner value proposition compelling enough that they prioritize...
Co-Marketing Campaign Design: Joint Campaigns That Generate Quality Leads
Most co-marketing campaigns generate activity without pipeline. Here's how to design joint campaigns that produce...
Partner Launch Coordination: Bringing Partners Along on Product Launches
Product launches often leave partners behind, unprepared to sell new features. Here's how to coordinate launches that...
Partner MDF (Market Development Funds): Managing Co-Marketing Budgets Effectively
Most companies waste MDF on activities that don't drive pipeline. Here's how to structure co-marketing budgets that...
Partner Portal Strategy: Creating Resources Partners Actually Use
Most partner portals are digital graveyards filled with unused resources. Here's how to build portals that partners...
Channel Conflict Management: Preventing Direct vs. Partner Sales Tensions
Direct and channel sales teams fighting over deals destroys partner trust and loses revenue. Here's how to prevent and...
Technology Alliance Marketing: Turning Integrations Into Revenue Drivers
Most companies build integrations that customers never use. Here's how to turn technology partnerships into actual...
Co-Selling Playbooks: Coordinating Sales When Partners Are Involved
Partner deals fall apart when direct and partner sales teams aren't coordinated. Here's how to build co-selling...
Partner Tier Strategy: Designing Partner Programs That Drive Behavior
Flat partner programs treat all partners the same and get mediocre results. Here's how to design tier structures that...
Partner Positioning Strategy: How to Message Through Channel Without Losing Control
When partners represent your brand, your positioning can get diluted or distorted. Here's how to maintain message...
Partner Recruitment Framework: Finding and Onboarding the Right Channel Partners
Most companies recruit partners who never generate revenue. Here's how to identify, qualify, and onboard partners who...
Channel Partner Enablement: Getting Resellers to Actually Sell Your Product
Signing channel partners is easy. Getting them to prioritize your product over competitors is hard. Here's how to build...
Partner Marketing Fundamentals: Building Co-Marketing Programs That Drive Mutual Pipeline
Most co-marketing programs generate activity without revenue. Here's how to build partner programs that actually create...
White Label Partnership Strategy: Building OEM and Embedded Partner Programs That Scale
White label partnerships can add millions in revenue or become a support nightmare. Here's how to structure OEM...