Increasingly, the tech companies see the benefits of them partnering in their go-to-market strategies. The partnerships allow them to better pursue revenue opportunities and also to deliver solutions much more effectively for their clients. At the heart of many of these relationships there sits partner and the alliance marketing teams. Teams that are working hard just to develop their specialized programs that ensure success for all partners.
Naturally, the TechTarget has been strengthening its capabilities to be of support to our customers’ efforts in this area. As part of these their efforts, Michael Latchford, who is the VP of Strategic Alliances and Partner Marketing Services. Recently sat down with just three of the partner marketing executives – Kristin Heisner (Commvault), Liz Fuller (Citrix) and Robin Wolf (NVIDIA). Just to get their insights on how they are building the successful alliance strategies. Amid them facing a constantly changing landscape. Here we have some key themes from their discussion.
There is power in supporting your partners’ digital marketing needs
For all the three panelists, one of their teams’ first priorities early in the year 2020. When all-the digital interaction all of a sudden became a “thing” – was to simply determine how they could have continuity in scaling their programs. To give and effective support to their partners. This grew to include everything from the setting up of a new resources to the providing additional education and the developing new go-to-market tools.
“One of the things that we heard very loud and clear from our partners was: ‘We are having one digital person. One. What then can we do? How can you help us?’” says Kristin Heisner of the Commvault. “So, for us all that meant really training them on our best practices even in a virtual environment.”
Their reinvigorated support, whatever its form, expands the core concept of partner marketing while staying laser-focused on the mission. To develop strong alliances in which all parties benefit. While all these new support resources will certainly evolve the moving forward. The panel members are all feeling that this focus on support will still remain strong.
Partner marketing’s organizational importance expands
All of the panelists report a strong program growth in the past year and also confidence. That this trend is not likely to slow. As expansion of the alliance partnerships within the tech industry is being driven largely by the customer demand. Partnering as a whole, and also the partner marketing teams that support it. Are all recognized as very vital to many tech organizations’ go-to-market strategy. They have become really essential to growth. As a result of this, we see many teams now investing more to help the partnerships succeed.