3 Critical Elements of a Successful Partner Marketing Plan
As partner marketing teams face growing pressure to execute and scale their programs, having a solid, well-structured plan is crucial to success. While the specifics of each plan may differ based on program size, partner types, and other factors, there are some key elements that can drive consistent results.
At a recent Partner Marketing Visionaries Summit, Kristin Heisner, Head of Global Partner Marketing at Commvault, discussed these elements with leading partner marketing experts: Scott Batchelor from Conga, Tricia Blade from Trellix, Kirstan Ryan from Dell Technologies, and Lori Gabrielli from Alteryx. Here are three essential takeaways from their conversation on building a successful partner marketing plan.
1. A Scalable Partner Marketing Framework
Building a scalable marketing framework is essential for partner marketing teams that work with multiple partners. A clear and organized framework helps ensure everyone is on the same page and aligned in their approach to marketing with, to, and through partners.
For Scott Batchelor at Conga, this means creating a well-structured framework that addresses different partner types and marketing motions. “As partner marketers, it’s important to have a clear plan since we work with so many different partners,” he says.
Kirstan Ryan from Dell Technologies highlights the importance of having templates and collaborative plans that streamline the go-to-market process. “We use templates to help us work together and organize information so that our sales teams can easily communicate the value propositions of our solutions,” she explains.
However, having a framework alone isn’t enough. Tricia Blade from Trellix stresses that without fundamental marketing elements—such as building awareness, nurturing demand, and driving engagement through intentional content—a framework won’t be effective. “These are the key areas of growth that we focus on,” she notes.
2. Internal Stakeholder Engagement
Successful partner marketing isn’t just about external partnerships; internal collaboration is equally important. Engaging key internal stakeholders can accelerate your go-to-market efforts, improve ROI, and ultimately contribute to program success.
As Tricia Blade points out, “The effort required internally is just as important as the effort to engage externally.” To build internal buy-in, she recommends cultivating a community of internal influencers. “Start by engaging individuals within your team—marketing leads, account managers, and others—who can help bring your ideas to market.”
Lori Gabrielli from Alteryx agrees, emphasizing the importance of involving multiple departments within the organization. “It’s essential to work closely with the sales team and ensure we’re engaging with partners who are aligned with our goals. If it’s a one-sided effort, you won’t see success.”
Kirstan Ryan adds that engaging with teams across the company—including competitive intelligence, product teams, and field marketing—can significantly amplify the impact of partner marketing efforts. “Each team brings valuable expertise that can help you scale your partnerships,” she says.
3. A System for Tracking ROI
As partners become an increasingly important part of scaling any tech business, partner marketing teams are under pressure to prove the ROI of their efforts. One of the most effective ways to measure success is by tracking the contribution to the sales pipeline.
Scott Batchelor from Conga explains that measuring both the “source” and “influence” of pipeline is essential. “Partners can bring in new business or influence deals with their existing relationships, so we track both to understand the full impact,” he says.
In addition to measuring the right KPIs, having the right tools and systems in place is critical for tracking ROI. Lori Gabrielli from Alteryx emphasizes the importance of maintaining a robust marketing operations function to keep track of key metrics. “We are constantly evolving as a tech environment, but we must ensure we’re accurately tracking and attributing data,” she says.
Conclusion
While each partner marketing plan will look different depending on the organization and its partnerships, focusing on these three key elements can help ensure success. Building a scalable framework, engaging internal stakeholders, and tracking ROI will provide the foundation for sustainable growth in your partner marketing programs.
For more insights into building successful partner marketing strategies, continue to explore resources and best practices shared by industry experts.
