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Product Marketing Specializations · Partner Product Marketing

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?

Sharon Markowitz
Sharon Markowitz

Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y

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 "mar...
1,319 Views

What should product marketing managers learn (or at least know about) AI technology, and how will it impact their roles and functions (for good and bad) in the next year or so?

Sharon Markowitz
Sharon Markowitz

Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y

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...
1,405 Views

What do KPI's look like for a partner product marketer?

Sharon Markowitz
Sharon Markowitz

Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y

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...
1,577 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?

Andy Yen
Andy Yen

ServiceNow Global Partner Marketing Director • 4y

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 enab...
1,252 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

Priya Ramamurthi
Priya Ramamurthi

Okta Former Sr. Director Platform Product Marketing • 4y

SaaS companies start by selling to customer with their existing sales teams. Partnerships increase product stickiness thus increasing adoption and retention, driving long...
2,108 Views

What are the SaaS you think is doing product marketing exceptionally well globally and it's competitors and also please explain how is the one able to stay ahead than the rest?

Alina Fu
Alina Fu

Microsoft Director, M365 Copilot for storytelling and narratives, sales enablement, and compete • 4y

Salesforce immediately comes to mind. When you think of CRM, what other solutions do you think of? They do a great job explaining the product in digestible sound bites, b...
1,125 Views

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?

Daniel J. Murphy
Daniel J. Murphy

Marketing Strategy Consultant • 5y

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 goo...
1,887 Views