Partner & Channel Marketing
RGM° · Training
Partner Marketing Fundamentals
GTM strategy. Partner types, models, strategy, operating model, measurement.
Why partner marketing
Partner / channel marketing drives meaningful pipeline for B2B and select B2C categories. Done well, partners extend reach, enable scale, and produce higher-quality leads. Done poorly, programs burn budget without ROI.
Partner types
- Reseller / channel: Sell your product.
- Technology partners: Integration partnerships.
- Consulting / implementation: Services partners.
- Referral partners: Send leads.
- Strategic alliances: Co-marketing relationships.
- Distribution partners: Retail / wholesale.
- Affiliate (covered separately).
Models
- Revenue share.
- Margin / wholesale.
- Referral fee (one-time or recurring).
- Co-sell with revenue share.
- MDF (Market Development Funds).
- Equity (rare).
- Joint go-to-market commitments.
Strategy
- Partner mix per business stage.
- Tier structure (strategic, mid, broad).
- Target partner list.
- Value proposition for partners.
- Enablement investment.
- Co-marketing investment.
- Conflict management with direct.
Operations
- Partner Manager / Director role.
- Partner portal / PRM platform.
- Lead routing.
- Deal registration.
- Co-marketing approval workflow.
- Quarterly business reviews.
- Partner training and certification.
Measurement
- Partner-sourced pipeline.
- Partner-influenced pipeline.
- Win rate with partners.
- Deal size with partners.
- Time-to-close.
- LTV by partner.
- MDF ROI.
- Partner satisfaction.
Advanced
- Annual partner strategy.
- Tier structure documented.
- Partner portal deployed.
- Deal registration enforced.
- Co-marketing budget.
- Quarterly business reviews.
- Partner enablement program.
- MDF process.
- Conflict management process.
- Annual partner conference.
Mistakes
- Partner program without strategy.
- Tier structure absent.
- Direct vs channel conflict unresolved.
- Partner portal absent.
- Co-marketing improvised.
- MDF given without ROI tracking.
- Quarterly reviews skipped.
- Partner enablement absent.
- Annual conference absent.
- Compensation misalignment.
Checklist
- Annual partner strategy
- Tier structure
- Partner Manager role
- PRM platform / portal
- Deal registration
- Co-marketing budget
- Quarterly business reviews
- Partner enablement
- MDF process with ROI
- Annual partner conference
Sources and further reading
- Crossbeam, PartnerStack, Impact PRMs
- Channel Marketer Report
- Forrester Channel Wave
- Gartner channel research
- Bob Moore, Crossbeam (book and research)
- Allbound, ZINFI PRM platforms
- RGM B2B SaaS series
- Reforge partner curriculum
- Marketing Brew partner coverage
- MMA partner research
- Channel Marketing community
- Andy Williams partner research
Part of the Partner & Channel Marketing series.