AMA: ServiceNow Senior Manager, Strategic Technology Alliances Marketing, Andy Yen on Partner Product Marketing
June 16 @ 9:00AM PST
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ServiceNow Senior Manager, Strategic Technology Alliances Marketing, Andy Yen on Partner Product Marketing
Top Questions
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
Not all partners are created or treated equal. Even if a partner has a really compelling and complementary offering on-paper, if there’s no executive alignment- your success in driving GTM with that partner will be very limited. So pick the partners you choose to work with wisely! Given the n......Read More
478 Views
4 requests
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
Honestly, having worked in both product and partner marketing, I don't think product marketing teams focus enough on partnerships. Product strategy to me is simple, it involves three components: "build, partner, buy". Based on my own experience, product marketing teams are great at executing the ......Read More
1067 Views
3 requests
What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?
For your team, leveraging internal product training, battlecards, sales plays, etc. gets them prepared. What works best for supporting partner GTM motions?
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
This is a great question. The partner marketing approach for sales enablement is very different from the traditional product marketing approach of creating a BOM and enabling your own internal sales and GTM teams. The best way I've found to teach partners about our joint offerings is to ask t......Read More
778 Views
3 requests
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
Everything. Just kidding! It’s really important to communicate the impact you’re making with your partners across your internal teams. It's not always easy to find time to plan, execute, and then have to report out on all of the campaigns and activities you're driving. But if you don't advocat......Read More
950 Views
2 requests
Andy Yen
ServiceNow Global Partner Marketing Director • June 16
Focusing on the right partners and building an integrated co-marketing plan are critical. Sponsoring events is part of the game in partner marketing, but I'm not sure how much of your time should be spent sending out cold emails and cold calls to prospects. It sounds like you're working with bi......Read More
1113 Views
2 requests
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