---
title: Partner Marketing Fundamentals — RGM Training
url: https://realgrowthmatters.com/training/partner-channel-marketing/partner-marketing-fundamentals/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/partner-channel-marketing/partner-marketing-fundamentals/
---

[Home](../../../index.html) › [Training](../../index.html) › [Partner & Channel Marketing](../index.html) › Partner Marketing Fundamentals

RGM° · Training

# Partner Marketing Fundamentals

GTM strategy. Partner types, models, strategy, operating model, measurement.

### What you will learn

1. [Why partner marketing is GTM strategy](#why)
2. [Partner types](#types)
3. [Partnership models](#models)
4. [Strategy](#strategy)
5. [Operating model](#operations)
6. [Measurement](#measurement)
7. [Advanced](#advanced)
8. [Mistakes](#mistakes)
9. [Checklist](#checklist)

## 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

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Part of the [Partner & Channel Marketing](../index.html) series.