Partner Marketing OS · Co-marketing
Generate end-customer demand with and through partners. The mechanics of lead handling matter as much as the creative — broken lead sharing destroys partner trust faster than anything.
No co-campaign works without a crisp ‘better together’ story. Build the joint value proposition before any tactic.
Campaign-in-a-box — turnkey kits partners run themselves (scaled tiers, resellers, MSPs, agencies). Co-branded demand gen — joint webinars, content, email, paid, events (select/premier). Joint content — co-authored guides, solution briefs, case studies (ISV/SI). Events — webinars, field events, conference co-presence, executive roundtables. Marketplace campaigns — merchandising, private offers, featured placement. ABM with partners — named-account co-marketing into enterprise.
Market development funds are the funding mechanism for partner-run and joint campaigns. Tie funds to a plan and to results, not to tier alone (see the Incentives module).
Define who gets the leads, how they are shared (portal or CRM sync), the follow-up SLA, and how you will measure source versus influence. Agree this before the campaign, not after.
Partners adapt assets to their brand within guidelines; you approve co-branded external content for brand safety and claim substantiation.
Joint value-prop template, campaign-in-a-box, joint campaign brief, webinar/event runbooks, lead-sharing SOP, and a co-branded asset library.