Gartner Research

Tech Go-to-Market: Improve Partner Marketing Effectiveness to Scale and Improve ROI

Published: 26 December 2018

ID: G00375378

Analyst(s): Ilona Hansen , Mark Paine


Leveraging channel partners for marketing campaigns provides scale and improves ROI. Technology product marketers can use Gartner’s framework and best practices to excel in their partner marketing efforts to deliver fully integrated marketing campaigns.

Table Of Contents
  • Key Challenges



  • Incorporate Your Partner Marketing Activities Into Your Overall Marketing Strategy
    • Introducing the Gartner Partner Marketing Framework
    • Causes of Dysfunctional Partner Marketing
    • Fund and Resource Your Partner Marketing Activities as Part of Your Corporate Marketing Budget
  • Engage Appropriately With Partners During Marketing Campaigns
    • Communicate Your Campaigns to Partners Early, and Make Content Easy to Find and Regularly Consumed
    • 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
    • Make Partner Training and Content an Integral Part of Partner Marketing Activities
    • Set Realistic Goals for Your Partner Marketing Campaigns, and Track Continuously
  • Conclusion
  • Appendix

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