Priya Ramamurthi

That’s a great question. Let me start with some background. In many traditional large organizations, partner marketing teams up with system integrators (SIs), large area resellers (LARs)/licensing solution partners (LSPs) and a variety of resellers. These would make the bulk of your partner sales. Hence organizations focused on the relationship with the best SIs, LSPs and resellers. Independent software vendors (ISVs) only played a minor role. In today’s SaaS world, organizations realize that ma ...Read More

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 including messaging positioning, content creation etc. 2. Partner marketing: Understand co-marketing and be able to build external relationships within the partner ecosystem 3. Collaboration & Execute: ...Read More

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 l ...Read More