Gartner Research

Tech Go-to-Market: Improve Partner Marketing Effectiveness

Published: 25 May 2017

ID: G00327427

Analyst(s): Ilona Hansen , Mark Paine , Todd Berkowitz


Leveraging channel partners for marketing campaigns provides scale and improves ROI. Technology business unit leaders responsible for partner marketing activities can use Gartner's framework and best practices to excel in their partner marketing efforts.

Table Of Contents
  • Key Challenges


  • Plan Your Strategy Using the Gartner Partner Marketing Framework


  • Incorporate Your Partner Marketing Activities Into Your Overall Marketing Strategy
  • Fund and Resource Your Partner Marketing Activities as Part of Your Corporate Marketing Budget
    • Funding Resources Within Your Organization
    • Funding Through-Partner Marketing Activities
  • Engage Appropriately With Partners During Marketing Campaigns
  • Ensure Your Campaign Content Is Aligned to Both the Customer Audience and the Partner
  • Communicate Your Campaigns to Partners Early, and Make Content Easy to Find and Regularly Consume
  • Close Coordination and Timing Are Key to Successful Partner Marketing Execution
  • Through- and With-Partner Campaign Success Is Realized on Lead Qualification and Nurture Activities
  • Set Realistic Goals for Your Partner Marketing Campaigns, and Track Continuously
  • Conclusion
  • Appendix

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