Partner Product Marketing

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?

2 Answers

Daniel J. Murphy

Marketing Strategy Consultant • September 23

Yes, 100%. That can be it's own role on a product marketing team, especially if you are building a platform and have a large partership ecosystem. Marketing tech is a good example of this. Partnering with numerous other marketing tech companies can be your growth strategy, that's how a lot of com......Read More

871 Views

How do you get your exec team to buy into investing in your partner marketing efforts?

2 Answers

Alexandra Sasha Blumenfeld

Sentry Product Marketing Lead, Enterprise • March 26

The way that I have done this in the past is by showing repeatable impact to our bottom line. First, I recommend setting up a process to ensure you are diligent in reporting and have accurate attribution in place. Then you can start testing out the different levers as you look for repeatable pip......Read More

762 Views

What KPIs should a partner marketer be goaled on?

3 Answers

Alexandra Sasha Blumenfeld

Sentry Product Marketing Lead, Enterprise • March 26

I typically see the partner marketing team tracked on pipeline numbers and opportunities. That said, I think it depends on your partner marketing strategy and your marketing/BD team goals as well. Ideally, we try to balance activities that will influence in-quarter impact where we will see an i......Read More

767 Views

How do you structure PMM support for partners specifically? Is there a dedicated role, distributed, any tips?

1 Answer

Priya Ramamurthi

Okta Head of Product Marketing, Platform • November 11

If partnerships are a focus for the organization, partner PMM as a dedicated team is crucial. Within the team, there can be individuals supporting for technology partnerships, cloud alliances and traditional SIs, LSPs & resellers. Depending on the organization and the existing and planned partner......Read More

614 Views

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

1 Answer

Priya Ramamurthi

Okta Head of Product Marketing, Platform • November 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

739 Views

What does a partner product marketing manager need to be exceptional at compared to product marketing manager?

1 Answer

Alexandra Sasha Blumenfeld

Sentry Product Marketing Lead, Enterprise • March 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

1267 Views