Name: How to Build a Partnership from the Ground Up
Start: 2025-04-29T14:00:00Z
End: 2025-04-29T14:01:00.000Z
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 Informa TechTarget: Infoma 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 50M+ B2B professionals to drive thought leadership, leads, and partner pipeline.

Over the past year, we've noticed a shift in the way that B2B technology companies think about partner-led growth. What was once a niche part of organizations is now quickly becoming one of the top areas of focus in overall business strategies. 

But what does this increased focus mean for partner marketers? Join us as we dig into this question with leading partner marketing experts Anna Lawler (VP, Global Partner Marketing, Dynatrace), Joe Gabriel (Sr. Director, Partner Marketing, Qlik) and Christine Otts (Director Global Partner Programs & Demand Acceleration, Cisco). We’ll explore:  

- The opportunity that partner-led growth presents for partner marketers 
- How the role of partner marketer has evolved and the skills you need to succeed 
- Advice to help you seize the day and make a bigger impact 
- Tips for capturing executive attention and securing organizational support

Seize the Day: What the Increased Focus on Partner-Led Growth Means for Partner Marketers

To succeed, partner and channel leaders need to effectively support their partners throughout their journey – from onboarding and enablement to co-marketing and co-selling to ongoing management and continuous engagement.  

Ready to accelerate partner-led growth? TechTarget Partner Marketing Services and leading channel analyst firm Canalys, part of Omdia recently joined forces as part of Informa TechTarget. In this session, Informa TechTarget’s Anita Covelli and Steven Kiernan will: 

- Walk through the partner journey and common challenges at each stage  
- Share insights into partner transformation and what partners want from vendors 
- Explore how we can help you build effective GTM strategies and quality pipeline

The Partner Lifecycle: How Informa TechTarget Helps B2B Tech Companies Accelerate Growth

According to recent research, 81% of buyers have already picked a favorite vendor before they talk to sellers. To make the short list, it’s critical for partner marketers to engage the buying group early in their research journey and continuously influence the decisions they make.  

In this session, partner marketing experts Natascha Lee (Head of Global Partner & Alliance Marketing, Cloudera), Tricia Blade (Head of Partner Marketing, Deputy) and Lena Wiegering (Sr. Director Global Partner Marketing , Dataminr) discuss emerging innovations in demand generation that will help you hit your pipeline targets. They’ll share:  

- Emerging channels and tactics to consider adding to your mix 
- Creative ways to improve conversion and build better pipeline 
- Top tools and strategies for elevating demand generation tactics 
- Examples of innovative through- and with-partner campaigns

Emerging Innovations: Demand Generation Trends for Partner Marketers

Effective content marketing is more important than ever. Why? Because 63% of buyers are building vendor shortlists based on digital content alone. To successfully build pipeline, partner marketers must fuel their campaigns with impactful content that engages, educates, and influences buyers. 

Listen in as Informa TechTarget’s Anita Covelli shares key findings from our 2024 Media Consumption survey and discusses what they mean for partner marketers with Gauri Chawla (SVP, Global Alliances, Stibo Systems) and Dina O’Mara (Global Partner Marketing Director, Intel). We’ll explore: 

- Where tech buyers spend the most time researching solutions  
- Which types of content buyers value most when building a shortlist 
- When it makes sense to invest in independent expert content 
- How to create joint content that resonates with buyers

Shaping Buyer Behavior with Impactful Joint Content

According to Canalys, part of Omdia, Cloud Service Providers (CSPs) are growing at an astounding 20-30% rate, eclipsing the overall tech industry’s growth rate of 6.2%. The Age of the Marketplace is clearly here: there has never been a more urgent time for organizations to adopt a strategy for partnering with companies like AWS, Google Cloud and Microsoft Azure.  

Ready to lean in, but wondering where to start and how to succeed? Join Aimee Catalano (Sr. Director, Global Partner Marketing, Google Cloud), Kristin Heisner (Sr. Director, Global Partner Marketing, Commvault) and Amy McNew, (Sr. Director, Ecosystems Marketing, Palo Alto Networks) as they discuss:  

- What CSPs expect from their partners 
- How to stand out in a crowded ecosystem 
- Best practices for creating sustainable growth

The Age of Marketplace: How to Partner with Cloud Service Providers

According to McKinsey, by 2030, ecosystems will account for one-third of total global revenue. Undeniably, partner ecosystems are critical to business success. But recruiting new partners, engaging your channel, and retaining partners is a mammoth undertaking, especially in today’s crowded technology landscape.  

Join us as Andrew Kisslo (SVP, Global Partner Marketing, SAP) sits down with Tricia Atchison (VP, Global Partner & Americas Marketing, Equinix), Kate Canestrari (VP, Global Partner Ecosystem Marketing, RedHat) and Meaghan Moore (VP, Global Partner Marketing, ServiceNow) to talk about creating sustainable, long-term growth with your channel. You’ll walk away with actionable guidance on:  

- Developing a partner-first mindset that attracts the right partners 
- Cultivating partner interest and growing your channel sustainably 
- Capturing partner mindshare with effective engagement tactics 
- Retaining partners through authentic relationships and fair incentives

Capturing Mindshare: Building, Engaging and Retaining Your Channel

Partner-led growth is no longer a niche strategy for B2B technology companies—it’s a critical driver of success. As businesses increasingly recognize the value of their partner ecosystems, partner marketing has emerged as a pivotal function shaping the industry’s future. What does that mean for the future of partner marketing?   

In this keynote session, Jay McBain, Chief Analyst at Canalys, now part of Omdia, will share:   

- How partner-led growth has transformed businesses  
- Key trends shaping the future of partner marketing 
- The top challenges partner marketers will face 
- Strategies to thrive in 2025 as a partner marketer

Charting a New Course: The Future of Partner-Led Growth

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

Attribution is top of mind for most Marketing teams. However, when you throw partners into the mix, attribution gets a whole lot more complicated between multiple touchpoints, two or more budgets, and significantly lengthier sales cycles. That's why we recently invited Andrew Kisslo (SVP of Partner Marketing, SAP) to share his best practices during a recent Partner Marketing Visionaries Interactive Roundtable. Watch this on-demand video to see Andrew's key takeaways from this discussion.

Clarifying Attribution in Partner Marketing

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

Partner Marketing Visionaries Summit 2025: Charting Partner-Led Growth

Developing a successful partnership starts with the foundation of a shared vision of success, a documented go-to-market game plan, and a commitment to ongoing alignment and collaboration.  Whether you're an early-career partner marketer creating a playbook from scratch or a seasoned partner marketer looking to level up, this session is for you.  

Tyler Briggs (Director of Partner Marketing, Box) and Tyillere Hansen (Director of Cloud Partner Marketing, Dynatrace) have built a mutually beneficial partnership between their companies. Listen in as they share their advice on building and nurturing long-lasting partnerships, including:  

 - Key steps to take when embarking on a new partnership 
- The fundamental elements of an impactful joint go-to-market plan 
- How to build momentum and adapt to change  
- Tips for setting clear goals and measuring success

How to Build a Partnership from the Ground Up

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