All related (5)
Andy Yen
Senior Manager, Strategic Technology Alliances Marketing, ServiceNowJune 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 "build" aspect of the strategy - new product launches and adoption of new features. However, as companies and products mature, features in new releases become more incremental, so it's important to tell a broader story around your ecosystem. Most product marketing orgs will dedicate a specific role for an individual contributor to build content on product integrations, but the content is usually really dense and heavy - and doesn't do a good job telling the story of a partner ecosystem. I'd rather have someone in product management create those technical documents and presentations. I would really encourage product marketing teams to think more about how they can generate more awareness of their products and solutions through a partners' channels.   

Andy Yen
Senior Manager, Strategic Technology Alliances Marketing, ServiceNow
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 them to participate in the joint value proposition definition. Getting your internal marketing teams at both companies to participate in this exercise gives them skin in the game, and usually results in a much better result than when this entire process is completely outsourced to a third-party. You ...
Harsha Kalapala
Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, Walmart
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: 1. Driving adoption is key - especially when the integration UX is on the partner's side. User adoption is what keeps a partnership alive. Without it, the partnership won't last beyond the initial splash of the launch. Not having the UX be in your control puts more of a need for you to have a pulse on the levers needed to drive user awareness and adoption. 2. Decouple product releases from marketing launch. Depending on your sales ...
Priya Ramamurthi
Head of Product Marketing, Platform, Okta
Generally speaking, partner marketing influences sales pipeline and revenue. Not different from product marketing in this aspect. With each partner, there should be specific quarterly and annual goals to influence this. Details related to conversion rate based on campaigns planned make these goals operational. There can often be additional goals based on MDF funds given out for specific launches.
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, Sentry
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 the narrative? * By positioning your brand alongside this partner can it provide credibility to your campaign? * Will the partner unlock additional reach with the target audience? An example where it made sense to include partners was our Platform of Independent’s campaign. The inclusion of p...