Partner Product Marketing

1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
Positioning is a brief description of a product or service that your company offers, how it meets the target audience, the respective category and how it's different from the competition. This is typically an internal document. Messaging relates to how you will communicate the main value proposi......Read More
517 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
Congrats! This is exciting. Here are some tips for developing your GTM strategy for a new partner channel: Research 1. Talk with your sales colleagues to learn what they’ve done to date, and if they have industry experience with this specific partner channel 2. Leverage your network, ......Read More
455 Views
How do you make the most of marketing partnerships once they are created?
For example, once a partnership is created, how do you incentivize other sales teams to sell/ advocate your company within their larger partner ecosystem? Some partner marketplaces can have hundreds of integration partners. How do you get your company to stand out?
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
Marketing partnerships may not be the right nomenclature. If a company has an app on an App Store or App Marketplace with thousands of apps, these are not considered "marketing partnerships". Think of your favorite app on your phone, there are many apps on the phone you can select, but they are n......Read More
461 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
Ways to continuously optimize the partner process may include: 1. Review GTM plans against targets both leveraging quantitative and qualitative data to determine what worked and what can be improved 2. Embrace testing as an approach for GTM, where the company and the partner can test,......Read More
464 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
Product marketing managers should have a foundational understanding of AI technology and its potential impact on their roles and functions. So many products today have an AI component, or are prioritizing messaging around an AI component that its critical to understand given the inherent nature o......Read More
471 Views
1 Answer
Sharon Markowitz
Sharon Markowitz
Zoom Product Marketing - App MarketplaceFebruary 1
KPIS for a partner marketer vary based on the maturity of the partnership as well as what the team is solving for in creating the partnership. Also, sometimes the company and the partner are focused on different KPIs. KPIs may include sales, customer growth (new segment, greater penetration), re......Read More
457 Views
4 Answers
Alina Fu
Alina Fu
Microsoft Director, Head of Marketing for Viva Insights, Glint, Pulse, and GoalsDecember 1
This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More
1106 Views
2 Answers
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing DirectorJune 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 ......Read More
902 Views
What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?
For your team, leveraging internal product training, battlecards, sales plays, etc. gets them prepared. What works best for supporting partner GTM motions?
3 Answers
Harsha Kalapala
Harsha Kalapala
AlertMedia Vice President Product MarketingDecember 14
This is an important question. The marketing rule of 7 exposures applies here as well. I try to get on as many opportunities as I can to educate and train partner stakeholders. Ask for a few minutes on their weekly team meetings — the product team, the customer success/support team, the sales tea......Read More
489 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
2 Answers
Priya Ramamurthi
Priya Ramamurthi
Okta Head of Product Marketing, PlatformNovember 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
948 Views