Partner Marketing: How Do You Provide Campaigns for Partners?
Deliver co-branded, compliant, and measurable partner campaigns at scale. We help you stand up a repeatable system for syndicated assets, MDF activation, lead sharing, and through‑channel execution—so your partners can launch in days, not months.
We provide partner campaigns by building a through‑channel revenue marketing system: a catalog of co‑brandable plays, a governed asset factory, and a PRM/TCMA‑integrated launch process. Partners choose a play (webinars, solution pages, ABM emails, paid social), add their logo and offer, and publish via your approved templates. Leads route with clear SLAs (vendor↔partner), MDF funds the media, and performance is attributed to pipeline and revenue—not just clicks.
What Changes for Partner Campaigns?
The Partner Campaign Playbook
Use this sequence to go from scattered co‑marketing to a scalable, measurable partner engine.
Define → Package → Approve → Launch → Route → Measure → Optimize
- Define partner motions: Tiering, ICPs, solution plays, coverage model, and compliance needs.
- Package plays & assets: Co‑brandable landing pages, ads, emails, webinars, and social kits with messaging variants.
- Approve with MDF: Simple request→review→fund flow tied to target KPIs and required assets.
- Launch via PRM/TCMA: One‑click syndication to microsites, email, and social—with built‑in tracking.
- Route leads & ops: Partner↔vendor lead sharing, dedupe rules, SLA timers, and status alerts.
- Measure revenue impact: Pipeline, influenced revenue, win rate, and partner productivity—not just MQLs.
- Optimize quarterly: Score plays, reallocate MDF, expand top performers, retire low impact assets.
Partner Marketing Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| PRM & TCMA | Emailing files to partners | Integrated portal with asset syndication & tracking | Partner Ops/RevOps | Active Partners, Launch Velocity |
| Co‑Brand Governance | Manual reviews | Template guardrails with auto‑disclosures | Brand/Legal | Approval Time, Compliance Pass |
| MDF Operations | Spend before approval | MDF tied to play KPIs and post‑flight evidence | Channel Marketing | MDF ROMI, Cycle Time |
| Lead Sharing SLAs | Untracked handoffs | Bidirectional routing, dedupe, timers, and alerts | Sales Ops | Speed‑to‑First‑Touch, Acceptance % |
| Data & Attribution | Click reports | Pipeline, influenced revenue, win rate by partner/play | Analytics/RevOps | Pipeline $, Win Rate |
| Partner Enablement | One‑off decks | Play‑aligned kits: talk tracks, email copy, ads, landing pages | Enablement/Channel | Time‑to‑Launch, Adoption % |
Client Snapshot: 3× Faster Partner Launches
A global ISV replaced ad‑hoc co‑marketing with a 12‑play catalog and PRM/TCMA syndication. Partners launched in under two weeks, MDF approval time fell by 60%, and influenced pipeline grew 28% QoQ. Explore results: Comcast Business · Broadridge
Operationalize partner growth with Revenue Marketing Transformation (RM6™) and align journeys to The Loop™ from first touch to closed‑won.
Frequently Asked Questions about Partner Campaigns
Enable Partners to Launch Revenue‑Producing Campaigns
Use our playbook, templates, and governance to scale partner‑led demand with measurable revenue impact.
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