Andy Yen

The frameworks that I use for positioning and messaging have changed over time, as I've advanced in my marketing career in enterprise tech. Earlier in my career (when I w...

I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow). To be honest, I think the biggest competitor that I've always come across is the status qu...

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 in...

Focusing on the right partners and building an integrated co-marketing plan are critical. Sponsoring events is part of the game in partner marketing, but I'm not sure how...

Everything. Just kidding! It’s really important to communicate the impact you’re making with your partners across your internal teams. It's not always easy to find time...

Align the demo updates with the larger product launches, so that you're highlighting some of the major product updates in the canned demo. I've found what works best in d...

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...

Generating buy-in, whether you call it alignment, influence, or trust is the most important skill you can build and master as a marketer. It's not a skill you master on a...

One of the most exciting opportunities in partner marketing is to scale messaging across different channels. Some of these channels may be new to your company and your co...

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 succ...