All related (8)
Priya Ramamurthi
Head of Product Marketing, Platform, OktaNovember 10
I follow the following steps to drive a successful GTM motion with partners. Be Strategic: Every partnership does not necessarily warrant the same effort. Develop tiers for each partner type. Set strategic goals for each tier. Collaborate: Deep collaboration with product, business development and sales is a must-have for any partner product marketing plan to succeed. This is in addition to other collaboration across the rest of product marketing and marketing. Plan: Develop a calendar based on launches to co-market with partners. Measure and learn through each campaign and apply the lear...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 25
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 customer in everything you do. Building a compelling joint narrative is key to successfully going to market with partners. The best way to do this is through mutual customers. Anecdotally, our most successful campaigns are when a customer webinar or event is at the center.  2) Align to partners sales m...
Andy Yen
Senior Manager, Strategic Technology Alliances Marketing, ServiceNowJune 16
Not all partners are created or treated equal. Even if a partner has a really compelling and complementary offering on-paper, if there’s no executive alignment- your success in driving GTM with that partner will be very limited. So pick the partners you choose to work with wisely!  Given the number of internal and external stakeholders you have to work with across each partnership –alliances, marketing, product, corp strategy, sales, customer success – it's really important to dedicate most of your time to the top strategic partner(s). Go deep and learn about their ecosystems, get certif...
Harsha Kalapala
Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, WalmartDecember 14
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 ...
Andy Yen
Senior Manager, Strategic Technology Alliances Marketing, ServiceNow
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 ...
Harsha Kalapala
Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, Walmart
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 in which you operate, your audience mix, and the non-traditional opportunities you can uncover to get creative in your GTM? Once you see traction and results with the experiments, and the product team is producing a roadmap of new partnerships, it is time to spin off a dedicated partner marketing function to stay ahead of the game. In many instances, the product team leads the calendar on partnerships, and companies are ca...
Priya Ramamurthi
Head of Product Marketing, Platform, Okta
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 partnerships, the number to support each one could differ. In addition to the typical partner marketing, there can be additional resources geared towards technical marketing.
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, Sentry
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 pipeline impact. I suggest working closely with your cross-functional counterparts such as BD, product, and sales to ensure you are all working on the same initiatives to see an outsized impact.