Partner marketing can be a huge growth driver for the business, if prioritized. With the right partnerships, co-marketing and co-selling can drive a significant part of organizational revenue.
I would think about partner marketing early during the GTM cycle to ensure coverage with the right partners based on product/feature releases.
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:
An example where it made sense to include partners was our Platform of Independent’s campaign. The inclusion of partners bolstered our narrative AND extended our reach.
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 and messaging should tailor to their interests. I wouldn't include the partner too much in developing the asset - it just slows things down. You can get their final look before you publish it if needed. In most cases things can be changed even after putting collateral out. I would push for pace over perfection on asset creation.