Partner Marketing Guides
Comprehensive, practitioner-built guides for partner marketers navigating hyperscaler alliances, attribution challenges, program scaling, and sales alignment.
Built by Partner Marketers, for Partner Marketers
Partner marketing is complex. You're managing hyperscaler alliances with AWS, Azure, and Google Cloud. You're proving MDF ROI to finance. You're aligning with sales teams who don't understand partner motions. You're scaling programs across dozens of partners without reinventing the wheel every quarter.
Generic marketing playbooks don't work. You need resources built specifically for the unique challenges of partner GTM—the co-sell requirements, the attribution chaos, the partner enablement gaps, the MDF clawback risks.
That's what these guides deliver. Each one is informed by conversations with leading partner marketing practitioners at ServiceNow, Databricks, Snowflake, AWS, Google Cloud, and beyond. Real strategies. Real frameworks. Real results from teams navigating the same challenges you face.
The Complete Guide to Partner Marketing
The definitive resource covering everything from partner ecosystem strategy to program architecture, measurement frameworks, AI applications, and common pitfalls. If you're building or optimizing a partner marketing program, start here.
Specialized Guides by Topic
Go deeper on the specific challenges you're facing. Each guide provides actionable frameworks, real-world examples, and practitioner insights.
Hyperscaler Partner Marketing
Master the art of AWS, Azure, and Google Cloud alliances. Learn co-sell requirements, marketplace strategies, QBR reporting, and how to prove pipeline impact when hyperscalers move the goalposts every quarter.
Lead Generation & Attribution
Stop guessing and start proving. Build attribution models that show real pipeline impact, track MDF ROI, and finally answer the question: "What's the actual value of this partnership?"
Scalable Program Frameworks
Move from fragmented campaigns to orchestrated systems. Learn how to build modular program architectures that work across one-to-one, one-to-few, and one-to-many partner motions—without reinventing the wheel.
Partner Sales Enablement
Fix the broken handoff between marketing and sales. Build BDR playbooks that work, deliver contextualized leads, and turn partner leads into closed deals instead of CRM graveyard entries.
What Makes These Different
These aren't theoretical frameworks from consultants who've never run a partner program.
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