What does Partner Marketing mean for go-to-market?

Partner marketing borrows the partner's trust and reach. It works when there's a concrete reason the partner wants to carry the product (margin, services attach, customer stickiness) and fails predictably when the vendor treats partners as a free distribution channel they don't need to invest in.

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Partner Marketing

GTM Concept

Definition

Marketing run jointly with channel partners — co-branded content, joint campaigns, partner-led webinars, distributor roadshows — to surface the vendor's product through the partner's customers.

Partner Marketing

What it means for GTM