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Increasingly, the tech companies see the benefits of them partnering in their go-to-market strategies<\/strong>. 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.<\/p>\n Naturally, the TechTarget has been strengthening its capabilities to be of support to our customers\u2019 efforts in this area<\/strong>. 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 \u2013 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.<\/p>\n For all the three panelists, one of their teams\u2019 first priorities early in the year 2020. When all-the digital interaction all of a sudden became a \u201cthing<\/strong>\u201d \u2013 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.<\/p>\n \u201cOne of the things that we heard very loud and clear from our partners was:<\/strong> \u2018We are having one digital person. One. What then can we do? How can you help us?\u2019\u201d says Kristin Heisner of the Commvault. \u201cSo, for us all that meant really training them on our best practices even in a virtual environment.\u201d<\/p>\n 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.<\/strong> The panel members are all feeling that this focus on support will still remain strong.There is power in supporting your partners\u2019 digital marketing needs<\/strong><\/h4>\n
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<\/p>\nPartner marketing\u2019s organizational importance expands<\/strong><\/h4>\n