Before launching any partner activity, define target customers, tactics, and follow-up processes with partners and internal teams. This pre-alignment is the key to achieving and proving ROI, moving beyond just tracking spend after the fact.
The ROI of partner enablement is critical but notoriously difficult to quantify. To create a tangible link to revenue, connect enablement activities like training sessions to specific, trackable outcomes like SPIFs or other direct incentives that drive a desired action and can be measured.
To break down silos between sales, channel, and field marketing, partner marketers act as a central hub. This is achieved by operationalizing transparency, establishing a formal communication cadence that replaces informal check-ins, and conducting blame-free reviews focused on future actions.
A successful hyperscaler partnership requires more than just technical integrations. SentinelOne's growth with AWS was accelerated by aligning on a core technology (AI) and, critically, by leveraging Channel Partner Private Offers (CPPOs) to drive scale and growth through their existing channel ecosystem.
The partner marketing role requires a rare blend of skills. A successful professional must develop strategic business plans with partners while also managing granular details like booking venues and uploading leads. This dual capability is a critical hiring filter for this often-undervalued position.