Name: Align and Conquer: Harmonizing Partner Sales and Partner Marketing
Start: 2025-01-30T17:00:00Z
End: 2025-01-30T17:01:00.000Z
Location: BrightTALK
Rating: 0

Partner Marketing Visionaries™ is a member-driven community created to help B2B technology Partner Marketers hone their craft and achieve success for themselves, their programs, and their companies. Stay on top of emerging market trends and learn best practices from 50+ Partner Marketing executives at some of the world’s leading technology companies. These experts share their insights into everything from crafting effective joint go-to-market strategies to driving demand with and through partners to proving Partner Marketing’s impact to the business.

 

About TechTarget: TechTarget’s dedicated, global Partner Marketing Services team provides white-glove support and turnkey solutions for Strategy, Content, and Demand. We can help you validate your “better together” story, communicate it throughout the IT buyer’s journey, and access and influence our worldwide network of 30M+ B2B professionals to drive thought leadership, leads, and partner pipeline.

A recent GTM Partners study found that 73% of companies with a partner program rely on partners for 25%+ of their revenue. This means that partner marketers are under more pressure than ever to drive demand in support of their company’s revenue goals.  
 
Working with and through partners to efficiently and effectively build pipeline requires a few key ingredients plus orchestrated alignment across internal and partner teams.  
 
Join us as partner marketing leaders Martin Smith (Adobe), Salome Imedashvili (Salesforce), and Neha Bhatt (Capgemini) discuss their own recipes for success and share practical advice to help you: 
 
- Focus your energy and your budget on the right audience 
- Engage buyers with relevant and compelling content 
- Fill the top of the funnel with high-quality leads 
- Orchestrate partner and sales follow-up to drive conversion 
- Measure success and provide impact

Key Ingredients for Effective Partner Marketing Campaigns

According to a recent Canalys study, by 2025, close to one-third of total marketplace transactions will involve channel partners. Channel partners are more important than ever to business strategies, which means that Partner Marketing teams are under more pressure than ever to ensure their channel partners are aligned, engaged and enabled to support their business’s growth.  

Join us as we sit down to chat about channel program strategies with Joe Gabriel, Sr. Director of Global Partner Marketing at Qlik. Joe will share in-depth, actionable advice on how to effectively stand up a partner program strategy, including:  

- Tiering partner groups to drive focus and scale your program 
- Creating sustainable growth opportunities for channel partners  
- Ensuring return-on-investment from MDF funding opportunities

Effective Channel Partner Program Strategies

In a recent GTM Partners survey, 73% of companies with a partner program said that they rely on partners for 25%+ of their revenue. This means that partner marketing teams are under more pressure than ever to drive demand in support of their company’s revenue goals. 

There are several common roadblocks to successful pipeline creation that are keeping many technology partner marketers awake at night, including:

- Constantly shifting targets and mis-aligned priorities
- Limited resources and a lack of support from the broader marketing organization
- Tight quarterly budgets and cumbersome funding processes
- Low conversion rates and a lack of control over partner and sales follow-up
- The complexity of measuring and demonstrating partner marketing ROI

Join Tonya Vincent (Director, Global Channel Marketing at Cyberark) and Pooja Golechha (Field & Partner Marketing Lead at Pegasystems) as they sit down with Anita Covelli (VP, Strategic Partnerships & Portfolio Marketing at TechTarget) to discuss these prevalent challenges and share practical advice on how to effectively overcome them.

What’s Keeping You Up at Night? Overcoming 5 Common Partner Marketing Challenges

To thrive in the fast-paced world of technology partnerships, Partner Marketers must be multi-talented and adaptable “Swiss Army knives.”  Unlike your peers in Marketing, you don’t always have the luxury of focusing on a specific discipline. You are responsible for it all – from joint go-to-market planning and messaging to content development and demand generation to managing budgets and reporting on pipeline impact. Sounds a lot like the charter of a CMO, right?

Tricia Jennett (Sr. Director, Global Partner Marketing at NetApp), Matt Davison (VP, Marketing & Communications at SoftwareOne), and Anne-Marie Clegg (Global Partner Marketing Lead at Skyhigh Security) are all Partner Marketing leaders who have all embraced the role of being their own CMO. Join us as they sit down with Anita Covelli (Director, Partner Marketing at TechTarget) to explore:

- The mindset and skills required to succeed as a technology Partner Marketing leader
- How to tap into resources and expertise from other teams to achieve your goals
- Advice to help you build the case for additional budget and resources 
- How to elevate your voice and secure your seat at the executive table

Becoming Your Own CMO: Taking the Reins as a Partner Marketing Leader

The Data Management & Analytics industry and the partner ecosystem that surrounds it continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).  

Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Christophe Bertrand (Practice Leader, Data Management & Analytics at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Data Management & Analytics Market Trends for Partner Marketers

The Cybersecurity industry and the partner ecosystem that surrounds it continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).  

Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Melinda Marks (Practice Leader, Cybersecurity at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Cybersecurity Market Trends for Partner Marketers

The Infrastructure, Networking, Cloud, and DevOps partner ecosystems continue to rapidly evolve as companies respond to complex customer needs, shifting buyer preferences, and emerging trends like generative AI (GenAI).
  
Staying on top of the latest industry research is a must for Partner Marketers focused on crafting differentiated messaging, delivering compelling content, and driving partner pipeline. Listen in as Scott Sinclair (Practice Leader, Infrastructure, Networking, Cloud & DevOps at Enterprise Strategy Group) highlights recent study findings and advises on what they mean for Partner Marketers.

Infrastructure, Networking, Cloud & DevOps Market Trends for Partner Marketers

Launched in 2021, Partner Marketing Visionaries is a member-driven community designed for Partner Marketers, by Partner Marketers. Our mission is to inspire Partner Marketers and help them hone their craft so they can achieve success for themselves, their programs, and their companies.

Join Michael Latchford (GM & VP, Strategic Alliances & Partner Marketing Services at TechTarget) and Anita Covelli (Director of Partner Marketing at TechTarget) to hear about new ways to stay on top of emerging trends, learn best practices, and connect with your peers, including:

·      Partner Marketing Visionaries LinkedIn Group
·      Partner Marketing Visionaries Interactive Roundtables
·      Partner Marketing Visionaries Discussion Series
·      Partner Marketing Visionaries Resource Library

Together We Thrive: The Partner Marketing Visionaries Community

The impact and power of strategic partnerships in the technology industry has never been greater, and partner ecosystems are becoming increasingly critical to corporate strategies for driving customer success, innovation, and revenue growth. 

Join us as TechTarget’s Michael Latchford sits down with Chris Ogburn, Director of Marketing, Global Partners, Alliances & AWS Marketplace at Amazon Web Services for an exclusive fireside chat. Michael will ask him to share his outlook on the future of technology Partner Marketing and the following important topics:

·      Key industry trends poised to change the face of Partner Marketing in the next 3-5 years
·      Emerging opportunities for companies to supercharge growth through their partner ecosystems
·      How Partner Marketing leaders should adapt to capitalize on these opportunities and stay ahead of the game 

Partner Marketers will walk away inspired to achieve success for their careers, their companies, and their partners.

Executive Insights: The Future of Tech Partner Marketing

Partner Marketing executives around the globe face some common roadblocks: their peers don’t quite understand the nuances of the partner ecosystem, the partner go-to-market motion is often an afterthought, and late involvement consistently forces their small but mighty teams into reactive mode. The time has come for Partner Marketers to secure their seat at the executive table and add their voice to the strategic conversations happening around it.

Join Partner Marketing Executive Francine Anthony as she sits down with Kristin Heisner (Sr. Director, Global Partner Marketing at Commvault) and Cheryl Cook (SVP, Global Partner Marketing at Dell Technologies) for a lively conversation about elevating the role of Partner Marketing in technology companies. They will dive into:

·      Best practices for articulating your vision for Partner Marketing to the rest of the organization
·      The importance of aligning with your peers in marketing, sales, and product early and often
·      How to do more with less by tapping into resources from other internal teams
·      Real-world advice to help you successfully prove Partner Marketing’s value

Elevating the Voice of Partner Marketing Within the Organization

Let’s face it – demonstrating the return on Partner Marketing investments has never been easy and it’s growing exponentially more complex. But quantifying Partner Marketing’s value with data that the executive team trusts is a pre-requisite to elevating your team’s visibility in the organization. Whether you are just getting started with performance reporting or you’re a seasoned pro looking to fine-tune your approach, this session is for you.

Join Michael Latchford (GM & VP, Strategic Alliances & Partner Marketing Services at TechTarget), Aimee Catalano (Partner Marketing Executive at Google Cloud) and Karine Elsen (VP, Global Partner Marketing at Avalara) as they dig into cutting-edge ways to prove Partner Marketing’s impact. You will learn:

·      How to uncover the core business objectives that matter most to your executive team
·      Tips for aligning your Partner Marketing success metrics to these strategic priorities
·      The table-stakes key performance indicators you should start tracking today
·      Tips to help you overcome common roadblocks to measuring results
·      Practical advice to help you get started with Partner Marketing performance reporting

Measuring Success: Tips for Proving the Impact of Partner Marketing

Are you faced with aggressive partner pipeline targets, limited resources and budget, and an ecosystem of partners with varying levels of marketing maturity? You’re not alone. To generate demand at scale, Partner Marketers must provide proven, easy-to-execute lead generation campaigns and prescriptive guidance that helps partners convert top-of-funnel interest into partner pipeline.

If a through-partner motion is core to your go-to-market strategy, join us as Robin Wolf (Sr. Director, Enterprise Partner Marketing at NVIDIA) sits down with Laurie Mitchell (SVP, Global Marketing at Wasabi Technologies), Vinita Srivalsan (Vice President, Partner & Alliance Marketing at Couchbase) and Tricia Atchison (VP, Global Partner & Americas Marketing at Equinix) to discuss:

·      How to prioritize the partners who are most likely to move the needle
·      The importance of balancing structure and customizability for partner-led campaigns
·      Proven techniques to help your partners effectively follow-up with and nurture leads
·      Real-world examples of packaged campaigns that drove partner pipeline
·      Tips for connecting the dots between leads and registered opportunities

Building a Demand Engine: Scaling Pipeline Creation Through Partners

Going to market with and through partners on a global scale can be challenging. Countries across EMEA, APAC, and LATAM each have their own local languages, cultural subtleties, and preferences for content, campaigns, and events. Savvy Partner Marketers know that you can’t simply reuse what worked in North America and expect the same results – something that succeeded in San Francisco may fail in London, Tokyo, or Mexico City.

Join Anna Lawler (VP, Global Partner Marketing at Dynatrace) as she sits down with Mark Murphy (Director, Global Partner Marketing at Cisco) to explore:

·      Common global Partner Marketing challenges and how to overcome them
·      Real-world lessons learned and tips for succeeding in key geographies
·      The importance of providing in-region resources with autonomy around where to invest
·      Best practices for providing assets, programs, and playbooks that can be tailored regionally
·      Techniques to balance flexibility at the local level with consistency worldwide

Plan Globally, Execute Locally: The Nuances of Regional Partner Marketing

Now more than ever, technology companies are turning to their partner ecosystems as a crucial element of their growth strategies. In turn, the partner world is becoming more complex, crowded, and competitive. Partner Marketing leaders are being challenged to support additional go-to-market motions and more partners, often without increasing their budgets or adding resources to their teams. 

Join us as Patty Grow (Head of Enterprise Workloads & GSI, Americas Partner Marketing at AWS) and Julia Foster (VP, Global Partner Marketing at Salesforce) share advice to help Partner Marketers thrive as the pace of change continues to accelerate. They will discuss:

·      Emerging trends in the world of technology partnerships
·      Lessons learned from their own experiences managing change
·      Tips to help Partner Marketers successfully navigate the ever-evolving ecosystem
·      Advice on how to succeed in a world of shifting strategies, priorities, and budgets

Managing Change in a Growing & Evolving Partner Ecosystem

The theme of this year’s Partner Marketing Visionaries Summit is “Together We Thrive”, and one of our goals is to help Partner Marketers achieve personal growth and career success. Whether you aspire to move up the ranks to become a Partner Marketing executive or you are interested in transitioning from your current role into Partner Marketing, this session is for you.

Join us as Andrew Kisslo (SVP, Global Partner Marketing at SAP), Tricia Blade (Partner Marketing Executive), Heather Deggans (COO & Vice President, Go-to-Market Strategy, Global Partner Solutions at Microsoft), and Erica Moore (Director, Global Strategic Partner Marketing at Splunk) reflect on their own careers and provide guidance to help other achieve success in Partner Marketing. You’ll hear:

·      Their personal journeys – from where they got their start to their aspirations for the future
·      Challenges faced, opportunities pursued, and lessons learned along the way
·      Their take on the skills and qualities it takes to excel as a Partner Marketer
·      Advice to help ambitious Partner Marketers chart their pathway to senior leadership
·      Tips to help professionals shift gears from their current role into Partner Marketing

Career Growth: Your Roadmap to Becoming a Partner Marketing Leader

The recipe for a successful strategic alliance includes solid commitment from each partner, a shared understanding of what success looks like, differentiated joint messaging, compelling co-branded content, and tight sales and marketing alignment focused on converting leads into pipeline.

If a with-partner motion is central to your partner strategy, this is a can’t-miss session. We invite you to listen in as Joseph George (Global VP, Strategic Alliances at HPE) and Kate Canestrari (VP, Global Partner Marketing at Red Hat) delve into:

·      Tips to help you and your partner align around an effective joint go-to-market strategy
·      Techniques for improving targeting with account-based marketing (ABM) and intent data
·      Proven strategies for joint demand generation, including next-generation events
·      Best practices for orchestrating sales and marketing follow-up to maximize conversion

The Art & Science of Going to Market with Strategic Partners

The buyer’s journey for technology solutions is becoming increasingly complex and the buying team is expanding to include more technical and business constituents. Delivering the right content to the right audience at the right time is a must for Partner Marketers tasked with hitting aggressive pipeline targets. But often resources are tight, funds are limited, and content creation can be time-consuming and costly.

Join Dina Habib O'Mara (Global Marketing Director at Intel) as she sits down with Amanda Buford-Russell (Head of Global Partner Marketing at Splunk), and Keith Pranghofer (GTM Lead, ISV Strategic Partnerships at Microsoft) to discuss best practices for partner content. You’ll walk away with practical advice on:

·      The critical pieces of content you need to fuel each stage of the buyer’s journey
·      Assessing your content library and prioritizing where to invest your content budget
·      Generative AI and other approaches to help you scale and accelerate content creation
·      How to efficiently store, manage, and distribute your partner content

Partner Content: Fundamental Assets for Fueling the Buyer’s Journey

According to Adobe’s 2024 State of Marketing Automation report, 87% of marketing leaders say it’s easy to lose alignment with sales over time due to disconnected GTM processes within and across marketing and sales. Achieving steady cohesion between partner marketing and partner sales teams is even more challenging due to disparate tools and systems, inconsistent processes, evolving market dynamics, different KPIs, and communication breakdowns across different organizations and teams.  

Partner Marketing leaders Tyler Briggs (Box), Shannon Bodnar (Darktrace) and Neela Mistry-Bradshaw (SCC) have all spent a significant amount of time composing formulas for success in creating harmony between partner marketing and partner sales teams. Listen in as Informa TechTarget's Rachael Fuller (Product Marketing Manager, Partner Marketing) asks them to share their experiences with:  

- Setting a continuous communication and collaboration strategy 
- Empowering partner sales and marketing with the right tools and systems 
- Measuring attribution and success metrics across organizations

Align and Conquer: Harmonizing Partner Sales and Partner Marketing

Partner Marketing

Partnerships

B2B Marketing

Marketing and Sales Alignment

Marketing and Sales Metrics

Attribution

Marketing Technology

MarTech

Sales

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Align and Conquer: Harmonizing Partner Sales and Partner Marketing

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