Akamai leverages distribution partners like Arrow for more than just reach. They enable partners to use the distributor's technical resources for product demos and proofs-of-concept (POCs). This strategy allows Akamai to scale its technical sales support efficiently, avoiding resource constraints on its internal teams.

Managing email deliverability, including domain warming and navigating spam filters, is becoming too complex for the average sales team. Companies will increasingly outsource mass outreach to agencies, freeing up internal SDRs for higher-value activities like phone calls and personalized social selling.

Instead of shouldering the full financial and promotional burden of a first-time event, partner with other companies. By splitting costs and co-promoting to a shared target audience, you significantly lower risk and can test the marketing channel more affordably.

Many MSPs are technically brilliant but struggle with marketing and customer acquisition. Vendors can significantly strengthen these partnerships by offering practical support like content, use cases, and marketing materials. This helps evolving MSPs acquire new business and bridges the skills gap in their sales and commercial functions.

Lemlist outsourced the technical execution of paid ads (bidding, platform specifics) to a freelancer. This de-risked hiring for a new channel and allowed the in-house team to focus on high-impact work like positioning, messaging, and linking campaigns to major GTM moments.

Before engaging external partners, decide your tech strategy. 'Build' in-house for a core competitive advantage. 'Buy' off-the-shelf enterprise solutions for broad utility. 'Borrow' expertise from agencies for specialized projects where you want to upskill your team.

An effective creator program requires specific tools. Use platforms like Stormy AI for creator identification and outreach negotiation. Use Shortamize or Viral App to track campaign performance. Finally, use Virilo or Sandcastles AI as research tools to discover viral formats for your creators to remix.

Effective marketing favors deep targeting over generic email lists. For a niche book, the author scraped 14,000 emails of relevant university faculty for a personalized outreach campaign. This thoughtful, scaled approach generated overwhelmingly positive responses, proving its superiority to mass marketing.

The next evolution of partner marketing is a shift from one-to-one campaigns to an 'ecosystem-centric' model. This involves weaving together technology alliances, distributors, and service partners into a single, cohesive 'better together' narrative. This multi-partner storytelling is far more impactful and resonant for customers than siloed vendor messages.