When approving Marketing Development Funds (MDF), look beyond the requested amount. The most critical factor is the partner's intentionality. Probe for clear goals and expected outcomes to prevent "random acts of marketing" and ensure strategic spending.
The IT Nation conference is more than an event; it is the culmination of a year-round strategy. Its success stems from a "trifecta": quantitative financial benchmarking (the 'what'), qualitative peer groups for shared accountability (the 'how'), and the event to synthesize it all.
The primary goal of implementing AI in partner engagement isn't just automation. It's about reducing the administrative tax on teams to create more time for valuable, human-centric interactions where emotions and deeper needs can be understood.
For roles leveraging new technologies like AI, where tools are nascent and constantly changing, competency is a fleeting metric. Instead, hire for curiosity. A curious mind will adapt, learn, and master new tools as they emerge, making them a more valuable long-term asset.
To gain credibility with leadership and sales, marketers should stop hiding behind large vanity metrics like "millions of impressions." Instead, focus on small, directly attributable numbers that clearly demonstrate business impact. Honesty with smaller, meaningful data builds more trust.
Go beyond simply asking AI for answers. Use "reverse prompting" by instructing the AI to ask you clarifying questions about your goal. This forces you to think more deeply about your problem and provides the AI with better context, ultimately yielding superior results.
Instead of focusing solely on traditional growth metrics, evaluate partner health by asking three key questions: Do they have a happy team? Do they have happy customers? Can they acquire more happy customers? This provides a more holistic and human-centric view of a partner's business.