Navigating the Partner Landscape: Secrets From the Beer Garden
What a fantastic evening at our Never GTM Alone Partner Marketing Meetup in Denver! It was truly inspiring to gather with so many talented partner marketers and delve into the real-world challenges and opportunities we face daily. The conversations were rich, candid, and full of actionable insights.
Here are some of the key themes and discussions from the evening.
Maximizing Event Presence with Tight Budgets
In today's dynamic market, every dollar counts. We had a lively discussion around event strategy, particularly how to maximize presence at conferences and effectively attract target audience attendees to booths, even with limited resources. The consensus? Strategic planning, leveraging partnerships for shared costs, and focusing on highly targeted engagement tactics are crucial for making an impact without breaking the bank.
The Evolving Art of Sales Alignment: Do Prospects Still Answer the Phone?
A hot topic was the effectiveness of phone calls in sales cadences. The general sentiment was that while phone calls still have a place, their success is increasingly tied to pre-existing brand recognition and ecosystem awareness. If a prospect already has familiarity with your brand or your ecosystem, they are far more likely to engage on a call. This underscores the critical role partner marketing plays in building that foundational awareness and trust, making sales outreach significantly more effective.
The Power of Executive Buy-In for Partner GTM
It was clear that executive leadership buy-in is not just beneficial, but often essential for successful partner marketing initiatives. Attendees shared how strong executive support helps to foster internal team adoption of co-partnerships and GTM motions. When leadership truly believes in and champions the partner ecosystem, it creates a powerful ripple effect, enabling smoother execution and greater success.
Navigating a New Role and Building a Partner Marketing Practice
For those stepping into new roles tasked with building out a partner marketing practice from the ground up, the conversation highlighted the importance of early alignment and unwavering support from the CMO. Having your CMO's belief in your vision and past experience is paramount. This internal championship provides the necessary runway and resources to establish a robust and impactful partner marketing function.
A huge thank you to everyone who attended and contributed to these valuable discussions. The insights shared truly embody the spirit of "Never GTM Alone." Let's continue these conversations and support each other as we navigate the exciting world of partner marketing!
