AMA: TrustRadius Former Sr. Director, Product Marketing & Brand, Harsha Kalapala on Partner Product Marketing
December 14 @ 9:00AM PT
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AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
There are typically strategic outcomes and tactical outcomes to partnerships. Partnership GTM leaders should be goaled on the tactical outcomes, but also incentivized to ...
621 Views
3 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Sales will always welcome your support when you can clearly demonstrate that you are helping them drive more sales. Map out how your partnership initiatives will help dea...
444 Views
2 requests
How does Product Marketing get involved with alliances, partnerships and marketing the integrations of a product with another product?
Does that role change if your alliance/integration partner is larger/better-known than yours is?
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
This essentially involves zooming out with the exec team and making sure the team is on the same page on the definition of "product". If you can get leadership to agree t...
800 Views
2 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
There are many lessons I continue to learn as I drive more partnership go-to-market initiatives. These are the top ones that stand out so far: Driving adoption is key - ...
513 Views
2 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
It is critical to have full buy-in from the exec team on the role partnerships play in the company's growth. They should believe in the potential of partner marketing to ...
651 Views
2 requests
What are the pros/cons to including a partner in a marketing campaign/asset?
Can you do too much partner marketing vs standalone?
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
You always want to include a partner's brand and messaging in your joint collateral. Your audience may be attracted to either part of the partnership - so your collateral...
438 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
When starting out, partner PMM work should be an experiment run under core product marketing. The fundamental principles are all the same. What changes in the environment...
931 Views
2 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?
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
This is an important question. The marketing rule of 7 exposures applies here as well. I try to get on as many opportunities as I can to educate and train partner stakeho...
1214 Views
1 request