Webinars

Webinars

  • CMO Perspectives: Supporting and Empowering the Partner Organization

    The Partner Marketing organization is one of several important teams that a CMO is responsible for overseeing the growth, development and success of. Because a Partner team encompasses stakeholders outside their organization that are involved with marketing decisions and activities, there are many complexities for a CMO to consider. Join Susanna Parry-Hoey, Global Chief Marketing Officer of SoftwareOne, as she sits down with CMOs May Mitchell of Open Systems and Michelle Chiantara of Alludo as they share perspectives to empower the Partner Marketing organization. This session will address: • Key challenges CMOs face with their Partner Marketing organization and how to overcome them. • How CMOs can manage the rapidly growing and changing Partner ecosystems within their organization. • Ways CMOs can support and empower their Partner Marketing team. Read More

  • Key Ingredients to Successful Partner GTM Strategies

    Partner Marketing teams are often faced with obstacles while they develop a go-to-market (GTM) strategy, whether working with a specific partner or several at once. The root of many of these challenges often lies in a lack of bandwidth, resources, direction, or perhaps budget to develop a GTM plan that yields an outcome that leadership and partners expect. Join Liz Fuller, Global Vice President of Marketing at Zones as she sits down with Partner Marketing executives Jamie Mendez of Pega Systems, Lorraine Wong of Red Hat and Heather Deggans of Microsoft as they share successful approaches and tactics to develop a comprehensive and powerful strategy. This session will address: • What factors need to be in place prior to building a partner marketing program. • What resources and insights are needed to build an impactful strategy and who should be involved throughout the process. • How to do more with less: The critical ingredients of a successful GTM strategy. Speakers: Liz Fuller, Global VP of Marketing, Zones Jamie Mendes, VP of Ecosystem, Pega, Loraine Wong, Director of Global Partner Marketing, Red Hat Heather Deggans, COO & VP of GTM Strategy, Global Partner Solutions, Microsoft Read More

  • Developing and Activating Your Content Strategy With and Through Partners

    The buyer’s journey of a partner solution is often complex – it involves a multitude of influencers and decision makers, consuming a range of content in different environments and formats. As a result, Partner Marketing teams are charged with the challenge of developing content that maps to these decision makers based on their role, function, industry, company size and other factors. Join Aimee Catalano, Senior Director of Global Partner Marketing of Google Cloud as she sits down with Partner Marketing executives Xander Uyleman of MongoDB, Kimberly Payton of Infosys Finacle and Mishel Fletcher of Fortinet. They will share insights on effective ways to build joint content with partners. This session will address: • Ways to uncover the key ideal customer personas that content must align to. • The types of assets that must be developed for any strategic partnership. • The internal and external teams that should be involved in the development of partner content creation. Speakers: Aimee Catalano, Sr. Director of Global Partner Marketing, Google Cloud Mishel Fletcher, Head of Cloud Alliances, Fortinet Kimberly Payton, VP of Global Partner Marketing, Infosys Finacle Xander Uyleman, Sr. Director of Global Partner Marketing, MongoDB Read More

  • The IT Decision-Maker’s Buyer’s Journey for Integrated Partner Solutions

    As the IT landscape changes and technology buying teams continue to evolve, those in the Partner world need to understand how their buyers make purchase decisions and use joint vendor/partner solutions. Join TechTarget’s Michael Latchford as he sits down with Doug Cahill, SVP of Analyst Services and Practices Director at Enterprise Strategy Group, to discuss key findings from their 2023 Partner Enablement Study. Looking through the partner lens, they will share insights on the IT decision-maker’s journey to discovering, understanding, funding and implementing integrated solutions from strategic partners. Speakers: Michael Latchford, Global VP of Strategic Alliances & Partner Marketing Services, TechTarget Doug Cahill, SVP of Analyst Services and Practices Director, Enterprise Strategy Group Read More

  • Messaging: The Art & Science of Building

    A foundational element of partner marketing is the development of joint messaging. Communicating the value of a joint solution needs to be clear and articulate as two, or more, companies go-to-market and develop programs for awareness and demand. Join Eric Pan, Head of Global Partner + Alliance Marketing of Oracle as he sits down with Partner Marketing executives Brian Dirking of Databricks, Tyillere Hansen of Slack, and Annie Martin of Microsoft as they share insights into the art and science of developing joint messaging. This session will address: • What effective messaging must articulate with a strategic partnership and approaches to develop messaging that resonates with target audiences. • Who should be involved in the development of the joint messaging and what the process looks like. • How to communicate and educate key stakeholders within the alliance on the messaging before external assets are developed. Speakers: Eric Pan, Head of WW Partner Marketing, Oracle Tyillere Hansen, Director of Global Partner Marketing, Slack Brian Dirking, Senior Director of Partner Marketing, DataBricks Annie Martin, Director of ISV Marketing, Microsoft Read More

  • Driving Marketing Innovation With Partners

    To successfully advance business objectives with strategic partners, tech organizations must carefully weave together the right marketing mix. That requires both a strong understanding of each partner’s strengths and the ability to drive collaborative innovation with every partner. Join Joseph George, Global Vice President of Alliances, Industry & Product Marketing of Hewlett Packard Enterprise (HPE), as he sits down with partner marketing executives Helen Kim of Red Hat, Brian Bakstran of Veeam and Jeanette Geary of Sysdig. They will discuss mission-critical marketing motions to drive success with and through partners. This session will address: • How to build a strategic marketing roadmap and plan to execute it. • How to play off the strengths, technologies, and solutions to successfully position the partnership in market. • How to develop customized and successful GTM plans by partner type. Speakers: Joseph George, Global Vice President of Alliances, Industry & Product Marketing, Hewlett Packard Enterprise (HPE) Helen Kim, Global VP, Partner Marketing, Red Hat Brian Bakstran, SVP of Partner Marketing, Veeam Jeanette Geary, Director, Global Partner Marketing, Sysdig Read More

  • Insights from a Strategic Partnership

    As the saying goes “it takes a village” and this is applicable when examining a strategic partnership. Internal and external teams, strategies set, milestones in place and communication flows are just some of the key elements a strategic partnership requires to prevail in today’s hyper competitive market. Join Michael Latchford, Vice President, Strategic Alliances & Partner Marketing Services of TechTarget, as he sits down with Partner Marketing executives Samara Halterman of Pure Storage and Mark Murphy of Cisco as they share actionable insights on how to develop and sustain a thriving partnership. This session will address: • The blueprint of a strategic partnership and the key actions that sustain success. • Key SLAs successful partnerships have in place. • Factors that can distract and diminish an otherwise thriving partnership. Speakers: Michael Latchford, Vice President, Strategic Alliances & Partner Marketing Services, TechTarget Mark Murphy, Director, Global Partner Marketing, Cisco Samara Halterman, Global Head of Partner Marketing, Pure Storage Read More

  • The Evolving Partner Funding Model

    There has never been a greater emphasis than today on which partners to invest and co-invest in. With the influx of MarTech and ability to track which marketing activities work and simply don’t, the models and processes of how funding is distributed and tracked must advance. Join Julie Malloy, Vice President Global Accounts Marketing of Intel, as she sits down with Partner Marketing executives Gretchen O’Hara of Splunk, Raquel Okanla of Confluent and Claude Robinson of Google Cloud as they share insights on the evolving partner funding models. This session will address: • How Partner funding models have evolved in recent years and where they are heading. • The different funding types and best practices on tracking disbursement and claims for reimbursement. • Successful ways to measure the ROI from market development funds (MDF). Speakers: Julie Malloy, Vice President Global Accounts Marketing, Intel Raquel Okanla, Director, Global Partner Marketing, Confluent Claude Robinson, Head of Global Technology Partner Marketing, Google Cloud Gretchen O’Hara, Vice President, Worldwide Partners and Alliances, Splunk Read More

  • Creating a Successful Marketing Plan with Partners

    Once strategy is complete and messaging is perfected, it’s time to build a marketing plan with your partner. This requires key stakeholders at both organizations to come together to identify the best route to market and the activities that will yield measurable ROI to drive pipeline and market dominance. Join Kristin Heisner, Head of Global Partner Marketing at Commvault, as she sits down with partner marketing executives Scott Batchelor of Conga, Tina Hanson of Dell Technologies, and Tricia Blade of Trellix as they share insights on the critical elements of a successful Partner Marketing plan. This session will address: • Fundamental practices that all Partner Marketers should follow when building a marketing plan. • How to yield the greatest ROI with limited resources and budget. • Ways to measure success and identify where a marketing campaign may need to be pivot. Speakers: Kristin Heisner, Head of Global Partner Marketing, Commvault Scott Batchelor, Sr. Director, Global Partner and Alliances Marketing, Conga Tina Hanson, Director, Globa Partner Marketing Strategic Growth Solutions, Dell Technologies Tricia Blade, Director of Channel Marketing, Trellix Read More

  • Bringing the Partner Marketing Community Together

    Technology organizations recognize the role strategic partnerships play in the growth of their business and the innovation they foster through their joint technologies, solutions and services. As a result, the partner ecosystem is becoming increasingly competitive and complex, so Partner Marketing teams must continuously adapt and be nimble. Despite the rapid growth of strategic partnerships and ecosystems, the Partner community lacks insights, and has limited access to market trends and best practices for leaders and practitioners alike to improve their go-to-market efforts to, with and through partners. In this session, Michael Latchford, host of the Partner Marketing Visionaries series and Global VP of Strategic Alliances & Partner Marketing Services at TechTarget, will open the first day of The Partner Marketing Visionaries Summit with thoughts on where the Partner community has been and where it is going. He will set the stage for the two days of peer-to-peer insight sharing, conversations and learnings between 30+ Partner Marketing executives from the most innovative technology companies around the globe. Read More