Partner Product Marketing

What's the longer term health of having a career in doing partner PMM?
As someone who used to be in partner marketing (on the product marketing team), I found career options to be more limiting than being a straight up PMM and my combined experience makes me a great fit for Partner PMM roles, but I hesitate making the jump into those roles
2 Answers
Priya Ramamurthi
Priya Ramamurthi
Okta Sr. Director Platform Product MarketingNovember 11
SaaS companies start by selling to customer with their existing sales teams. Partnerships increase product stickiness thus increasing adoption and retention, driving long-term growth. Partner PMM is a requires someone who can wear many hats 1. Product marketing – core product marketing skills in......Read More
1160 Views
4 Answers
Alexandra Sasha Blumenfeld
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, EnterpriseMarch 26
Build joint customer stories and clearly showcase the value you + partner deliver. It might seem basic, but the way we've found to get buy-in and attention from the partner's sales team is by 1) Driving joint wins (this is typically done in partnership with the BD team) 2) Documenting those ......Read More
1001 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Head of Product Marketing, App MarketplaceFebruary 1
As the founder of YourCareerWings, a career coaching business, and a former marketing leader in edtech at Intuit and Pragmatic Institute, I'm deeply invested in this question. I've always believed in the power of continuous learning, especially in today's ever-changing professional landscape. Did......Read More
780 Views
2 Answers
Alexandra Sasha Blumenfeld
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, EnterpriseMarch 26
I think the skills are analogous: 1) Customer storytelling Have a compelling customer story to lean on makes my job infinitely easier 😅 Especially if you have a technical product or solution and may not be a technical product marketer, having the customer tell that story themselves can help engag......Read More
1922 Views
1 Answer
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 17
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
1182 Views
4 Answers
Alexandra Sasha Blumenfeld
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, EnterpriseMarch 26
Great question! At Segment, there are two categories of partners:  * Technology (ISV) partners  * Solution (SI/agency) partners  The go-to-market is slightly different for those two categories, but a few lessons learned that are relevant to both are: 1) Incorporate the voice of your custom......Read More
1227 Views
1 Answer
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 17
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
1006 Views
4 Answers
Mike Berger
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, MarketoNovember 12
I've always thought that Hubspot has done a great job with product marketing. They have great product market fit and their messaging and positioning is typically on point. As their platform has grown and they've introduced new offerings like their CRM, their "powerful alone, better together" mess......Read More
1092 Views
What are the pros/cons to including a partner in a marketing campaign/asset?
Can you do too much partner marketing vs standalone?
3 Answers
Alexandra Sasha Blumenfeld
Alexandra Sasha Blumenfeld
Sentry Product Marketing Lead, EnterpriseMarch 26
It depends on what the campaign or asset is. As a platform, we try to be as tool agnostic as possible. That said, there are certain times where adding a partner adds value/context to the narrative or campaign.  Things to consider:  * Can the partner provide subject-matter expertise and enhance......Read More
1012 Views
2 Answers
Priya Ramamurthi
Priya Ramamurthi
Okta Sr. Director Platform Product MarketingNovember 11
That’s a great question. Let me start with some background. In many traditional large organizations, partner marketing teams up with system integrators (SIs), large area resellers (LARs)/licensing solution partners (LSPs) and a variety of resellers. These would make the bulk of your partner sale......Read More
1599 Views