Build a Powerful Partner Marketing Program with our Channel GPS
Getting partners to participate in supplier-built channel marketing programs and use market development funds is an ongoing challenge for many marketing teams. Partners want interesting and innovative programs that are easily implemented, result in real sales opportunities, and highlight their brand and value proposition, yet few supplier programs address all of these desires.
Our Channel GPS offerings give partner marketing teams access to high-value programs and capabilities that are attractive to partners and deliver powerful results that exceed your channel marketing goals.
*Foundry 2022 Partner Marketing Study
With decades of partner marketing experience, working across the B2B technology ecosystem, we’ve perfected our approach to partner marketing to focus on what matters most and drives the highest levels of success.
Partner marketing is complex. From different partner types and business models to varying marketing acumen, it can be overwhelming for companies to tackle. We’ll work with you to define what goals matter most, clarify your marketing objectives, and identify the obstacles you face to ensure we build the right strategy to address them.
Once we have clear goals and objectives in place, we’ll focus on the partners themselves. Understanding their priorities and how your solution supports their business objectives is the first step. Next, we’ll identify their level of marketing prowess to help us build an effective deliverable that captures attention and achieves its purpose.
Our Channel Guided Practice Solutions leverage frameworks based on best practices learned from hundreds of partner marketing initiatives and tailor them to your unique needs. The benefit? World-class programs and deliverables with a faster time to market and performance insights to ensure alignment with your specific goals.
Commvault Partner Program
Some level of partner marketing support is necessary if you’re going to sell through partners. According to a market study, 88% of marketers view partner marketing as a necessary marketing tactic that provides value.* The most basic support is messaging and a to-partner communications program, however, if you truly want to drive revenue through partners, sales enablement and demand generation programs are a must.
Providing your partners with generic deliverables and crossing your fingers will not get you to your goals. Strategic thinking around partner types, the marketing acumen of your partners, and how your partners sell your products and services will help you build smart strategies that result in meaningful programs that partners want to participate in.
Different partner types have different go-to-market motions and you’ll want to prioritize these as you create strategies for your partner marketing initiatives. Once you are clear on how each partner type is selling your products and services, you can build relevant programs and deliverables that will integrate into their business and provide the ideal level of support.
To-partner marketing is a commonly overlooked and underfunded initiative, but critically important. Your partners are running their own business, pulled in many different directions, and approached by other competing companies wanting them to sell their products and services. Communicating consistently to bring support, relevant opportunities, and high-value resources that help them grow their business matters. Mindshare is everything in partner marketing and to-partner communications is step one in making sure your brand is top of mind.
There are many ways to measure the success of specific marketing programs, initiatives, and deliverables such as web analytics, program adoption, qualitative feedback, and lead-to-close ratios. To measure the success of your partner marketing program holistically, you’ll want to start by setting specific goals within a certain time period and benchmarking where you are today. Consider metrics such as partner engagement in marketing programs, revenue generated from partners, and new customers acquired through partners as a start.
Schedule a call to explore how our Brand GPS can help you create a compelling, meaningful brand identity.