CRACKING THE CODE
In Q2 of 2024 we sat down with senior level thought leaders from Centrak, Veridas & RevSpring 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: trust building, onboarding challenges, cultural alignment and how to build strong partnerships.
STACY SHORTER
“Definition. Ensuring roles & responsibilities are clearly defined from the beginning allows for more clarity, efficiency and effective partnership atmosphere.”
Benefits
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Firstname Lastname, Position
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1 of 3
2 of 3
3 of 3
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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Lorem Ipsum
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MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Sr. Director Marketing
MIGUEL ZARRALUQUI
Head, Product Marketing
“Building trust upfront and having honest conversations in the beginning can really set the tone for a successful partnership. This ensures expectations are clearly defined.”
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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 access to learning libraries, hyperpersonalization, joint demo environments, continuous feedback and content repurposing.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Partner summits for networking opportunities, training and certification programs with rewards, competitive positioning, relationship building and open lines of communication.
MOST TALKED ABOUT TOPICS DURING THIS QUESTION
Visit Brand & Demand Today!
Register to be a Thought Leader
Follow us on LinkedIn
MIGUEL ZARRALUQUI
Head, Product Marketing
“We have a healthy CRM, weekly meetings to ensure joint objectives are met and then we evaluate the health
of specific channels alongside each other.”
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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.
AMY COATES
Sr. Product Marketing Manager
“We have a combination of traditional measurements, such as sales, pipeline and account planning. Our focus is to always measure to the activity to granularly understand.”
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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.
STACY SHORTER
Sr. Director Marketing
“Our CRM has great reporting capability and we've recently restructured the team to have more regional alignment with partners to spur that collaborative environment.”
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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.
LISA STRAZZANTE
Partner Marketing Lead - AMER
“Consistently delivering engagement opportunities builds great relationships. We offer monthly webinars for our partners to gain a greater understanding of marketplace positioning.”
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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.
STACY SHORTER
Sr. Director Marketing
“In addition to having a knowledge-based portal, trainings, newsletters, etc... we buid in a co-marketing packet that specifically outlines available opportunities.”
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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.
MIGUEL ZARRALUQUI
Head, Product Marketing
“Joint sessions where both parties are invested in the outcome are the best possible scenario. We push for that collobration as much as we can for that ultimate education.”
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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.
AMY COATES
Sr. Product Marketing Manager
“Our approach is to give partners everything they need to succeed. Whether that's marketing assets, webinars, learning libraries and trainings, it's all an important part.”
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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.
STACY SHORTER
Sr. Director Marketing
“Integrated campaigns are the best. Start with a case study, build it into a webinar and then spin it off into a speaking engagement, all of which can be done virtual or in-person.”
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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.
AMY COATES
Sr. Product Marketing Manager
“Collaboration is our cornerstone, so we love to bring partners in if we're at the same event and appear together at certain times or instances to build that relationship.”
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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.
MIGUEL ZARRALUQUI
Head, Product Marketing
“Our focus is always on human interactions and putting a face to the technology. This creates a transparent connection that allows everyone to be seen as more than a service.”
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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.
STACY SHORTER
Sr. Director Marketing
“Fostering networking opportunities and building personal relationships amongst our teams is a great way of staying top of mind and building value with partners.”
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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.
AMY COATES
Sr. Product Marketing Manager
“Bringing out the success of specific partners has worked really well for us to not only highlight the greatness of that partner, but to have others want to learn too.”
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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.
AMY COATES
Sr. Product Marketing Manager
“Building processes so your partners can stay top of mind and you can always ensure both sides have alignment, even if something shifts within the process.”
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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.
AMY COATES
Sr. Product Marketing Manager
“We do recurring events or specific types of communication that will highlight a featured partner and/or success story that others can see and hopefully learn from.”
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