CRACKING THE CODE
In Q1 of 2024 we sat down with senior level thought leaders from Cisco, Five9 & HCL to get their
thoughts on partner marketing topics for 2024. Please see their responses and more below...
Let's Go!
1. WHAT ARE THE REASONS FOR WHY A
PARTNERSHIP FAILS?
During the wide ranging discussion on this question, panelists mentioned the following most often: simplification of processes, alignment on strategies & priorities, enabling partners with the right resources & exceptional experience.
CHRISTINE OTTS
“Simplification. How easy is it to market, are your goals and strategies aligned with your partner? Are you setting the partner up for success? These questions must be answered.”
Benefits
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Firstname Lastname, Position
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1 of 3
2 of 3
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Role Spotlight
Firstname Lastname, Position
Firstname Lastname, Position
Address
1234 Main Street
New York City, NY
10010
Phone
Lorem: 123-456-7890
Ipsum: 234-567-8901
Email
sample1@email.com
sample2@email.com
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MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Partner Demand & Acceleration
STACEY COLE
Sr. Dir, Global Partner Mktg
“Establishing the ideal partner profile. Who is it you're going after and if you're focusing on your 80/20 rule, do you have a crystal clear understanding of which partner gets you there?”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
VIVIAN GOETZ
Head, Partner Comms & Program Events
“Vision alignment is key, especially if you're expecting something from a partner, such as joint growth, planning and assuring agreed upon metrics will always be required.”
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2. HOW DO YOU TRACK THE SALES IMPACT
OF YOUR PARTNERSHIPS?
Gone are the days of one-to-too-many. This has been replaced with more strategic approaches and hyper-personalization when it comes to targeting prospects and keeping active customers. Where you can, ensure the messaging is more targeted and specific to a persona you’re either looking to bring aboard or keep.
ABM / ABX
It’s not enough these days to just “keep” an active customer. The goal is to continue to grow that account, so that it becomes more entrenched in your company ecosystem and you’re building a longer lasting, more robust relationship.
CUSTOMER GROWTH
The ability to utilize advanced analytics will allow organizations to create content, messaging and events that speak directly to specific audiences in almost a one-to-one fashion. This allows those who are looking to be spoken to in a very direct way.
HYPER-PERSONALIZATION
As technology proliferates, customers of all types will
seek out brands they feel are authentic and trustworthy. Thus, organizations will need to tailor their messaging and brand voice toward trust, transparency, and authenticity.
BRAND TRUST
3. WHAT ARE THE BEST PRACTICES AROUND
ENABLING PARTNER SELF-SERVICE?
4. What ARE THE IDEAL MARKETING ACTIVITIES TO
INVOLVE PARTNERS IN?
5. HOW DO YOU EDUCATE YOUR PARTNER NETWORK
TO PRIORITIZE YOUR SOLUTIONS?
Follow us on LinkedIn for new 2024 Virtual Think Tank Wrap Ups with a variety of marketing thought leaders from around the globe. Below, you can visit our web, register to be a thought leader, or check out the Brand & Demand LinkedIn page. Thank you!
THANK YOU TO ALL OF OUR THOUGHT LEADER PANELISTS AND OUR AUDIENCE!
PARTNER MARKETING 2024
Here, panelists really honed in on emphasizing the importance of communication, motivating incentives and rewards, enablement through training, certifications and support, and fostering a continual learning environment.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Education and necessary knowledge equipment, centralized platforms for partner access, incentivizing behaviors and relationship building across the partner network.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Visit Brand & Demand Today!
Register to be a Thought Leader
Follow us on LinkedIn
CHRISTINE OTTS
Partner Demand & Acceleration
“Nurture journeys. Ensuring sales and marketing alignment is key to closely tracking the impact on pipeline and bookings. Clear KPIs, the right goals & accountability.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
STACEY COLE
Sr. Dir, Global Partner Mktg
“We've recently hired a partner success team that manages partner health and carefully examines, not just revenue, but enagement. Our focus is best-in-class partner experience.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
VIVIAN GOETZ
Head, Partner Comms & Program Events
“From a technical perspective, deal registration and tagging opportunities back to the partner. This speaks to your PRM or CRM software.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
CHRISTINE OTTS
Partner Demand & Acceleration
“With our Marketing Velocity, it's about connecting dots, educating and providing opportunity in the most simplistic ways possible.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
VIVIAN GOETZ
Head, Partner Comms & Program Events
“It's about communication, training, onboarding and all
of the different ways to let partners know how you're there for them. All they need
to do is tap in.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
STACEY COLE
Sr. Dir, Global Partner Mktg
“We've recently hired a partner success team that manages partner health and carefully examines, not just revenue, but enagement. Our focus is best-in-class partner experience.”
Lorem ipsum dolor
Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
STACEY COLE
Sr. Dir, Global Partner Mktg
“Different partners will have different strengths or opportunities, so it's really about being diverse and open in those activities and looking at sure bets & not so sure.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
VIVIAN GOETZ
Head, Partner Comms & Program Events
“Account mapping to identify joint clients, industry crossover, and areas where you can maximize efforts toward achieving common goals.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
CHRISTINE OTTS
Partner Demand & Acceleration
“The key is always showing them what the opportunity is for their side and not just Cisco. It has to be a true partnership, so we need to provide a mutually beneficial approach.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
STACEY COLE
Sr. Dir, Global Partner Mktg
“We focus on partner experience and preference,
and drive the team to look at
it from the perspective of the buyer. How are choices made
& how do we connect better?”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
CHRISTINE OTTS
Partner Demand & Acceleration
“We put on an executive exchange event that pulls in industry thought leaders and our PMMs, so there's a sales and marketing connection begin made.”
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dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.
VIVIAN GOETZ
Head, Partner Comms & Program Events
“We're building a growth academy internally that is open to sellers, partners and the like with enablement, newsletters, communication and really a centralized content point.”
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Cras tincidunt lobortis feugiat vivamus at augue eget arcu. Pellentesque eu tincidunt tortor aliquam nulla facilisi cras fermentum odio. Viverra nam libero justo laoreet sit amet cursus.
dipiscing diam donec adipiscing tristique risus nec feugiat. Pharetra pharetra massa massa ultricies mi quis hendrerit dolor. Consequat id porta nibh venenatis cras sed felis eget. Amet massa vitae tortor condimentum lacinia quis vel eros. Placerat vestibulum lectus mauris ultrices.