Andrew Kisslo, SVP of Global Partner Marketing at SAP, often emphasizes, “You own your career, so you must be intentional and deliberate about your path. Every journey is unique, but having clear goals and holding them loosely is essential for success.”
As Partner Marketing becomes increasingly vital to overall business strategies, it has shifted from a niche, time-consuming approach to a key contributor to business revenue and success. This evolution highlights the need for partner marketers to establish a defined career development path in this field.
Recently, Marketing Vogue connected with partner marketing leaders Andrew Kisslo (SAP), Heather Deggans (Microsoft), Tricia Blade (Trellix), and Erica Moore (Splunk) to explore career paths for partner marketers. Their insights are invaluable for anyone looking to advance in partner marketing or transition from another industry.
1. Find a Mentor
Mentorship acts as a form of advocacy; the right mentor can help you expand your network and clarify your long-term goals while supporting your growth. Andrew advises, “Mentors are like a personal board of directors. Assembling a diverse group will enhance your development in all aspects.”
Choosing a mentor can be challenging, but Erica recommends seeking someone outside your organization for broader insights, while acknowledging that internal advocates can help highlight your potential. Heather suggests leveraging connections with your manager and peers to identify suitable mentors and clearly communicate your learning objectives.
2. Build Your Identity and Advocate for Yourself
While it can be daunting to express your career aspirations, Heather stresses the importance of self-advocacy. “Use your network and mentor to articulate your intentions without confining yourself to a single path,” she advises.
Tricia emphasizes the value of crafting your identity—distinct from your brand—which is essential for career mobility. “Your identity shapes who you are in this profession and informs how you serve others as you progress.”
3. Be Open to Diverse Experiences
Career paths often appear linear, but they are typically fluid and adaptable. Our speakers assert that embracing diverse experiences can significantly benefit long-term career growth.
Andrew notes that managing a budget, even briefly, can enhance your understanding and empathy for partners and customers. Heather agrees, emphasizing that varied roles, including technical and sales positions, have enriched her perspective on marketing.
4. Be a Learn-It-All
Microsoft CEO Satya Nadella advocates for a “learn-it-all” mentality. Heather explains the importance of adapting and evolving in today’s dynamic marketing landscape. She encourages job shadowing as a way to gain insights at any career stage while leveraging mentors for guidance.
Acknowledging gaps in knowledge is crucial for growth. Erica suggests being proactive about identifying areas for improvement and seeking opportunities for continuous learning, such as engaging with industry communities.
5. Serve Partners with a “Better Together” Mentality
The “better together” philosophy is not just about joint messaging; it’s a mindset that fosters strong partnerships. Tricia insists that partners should be integral to strategy development, not just passive participants.
Erica reflects on how this approach fueled her passion for partner marketing, reminding us to consistently ask, “What can I do for my partners today?”
6. Continuously Build Relevant Skills for Growth
Our speakers advocate for honing the skills necessary for your desired career trajectory, whether as an individual contributor or a manager. Tricia emphasizes the importance of mastering marketing fundamentals and maintaining a flexible mindset when collaborating with partners.
For those aspiring to management roles, gaining experience as a peer mentor can be invaluable. Heather notes that empowering team members through diverse responsibilities fosters engagement and skill development.
Erica encapsulates this approach with a poignant quote: “If you judge a fish by its ability to climb a tree, it will live its whole life thinking it’s a failure.” Recognizing individuals as capable learners allows for greater growth and success, encouraging them to showcase their talents through varied roles and projects.
