To stay top of mind with massive partners like GSIs who work with everyone, you must adopt a sales mindset. Make your counterpart feel like the most important person in the room by proactively bringing company resources and demonstrating a serious commitment to their success.
In an era of AI and digital noise, what makes you unique is your greatest professional asset. ServiceNow's Andy Yen learned that trying to fit a corporate mold was a mistake. True authenticity, rooted in personal experience, is what builds the memorable, human connections necessary for lasting partnerships.
The most effective partner marketing focuses on internal orchestration before external activation. The primary role is to align internal teams—sales, product, events—around a joint value proposition with the partner. Success hinges on making everyone's job easier and uniting them towards a shared 'North Star.'
Lacking a sales quota is a strategic advantage for partner marketers. It provides the freedom to step back from short-term targets and focus on the partnership's long-term 'North Star.' This allows them to advocate for partners more authentically, building deeper trust than a purely transactional, sales-driven relationship.
To succeed globally, partner marketers must avoid treating regions like EMEA or APAC as monoliths. The key is to bypass broad regional calls and proactively insert yourself into country-level conversations. This direct engagement builds stronger relationships and demonstrates genuine commitment, even if it disrupts traditional communication flows.
ServiceNow's Andy Yen credits his Midwest, Chinese American upbringing for instilling a long-term mindset. While seemingly at odds with the fast-paced tech industry, this perspective has become a key advantage in building stable, value-driven partnerships that require trust and a focus beyond immediate results.