Partner marketing is one of the highest-leverage growth channels in B2B -- and one of the most commonly built incorrectly. The failure mode is consistent: two companies announce a partnership, publish a joint press release, and then nothing happens for 12 months because neither side has a structured motion that makes the partnership easy to execute.
A partner marketing program that generates pipeline requires three things: clear partner selection criteria that ensure strategic fit, a co-marketing structure that makes it easy for both sides to activate, and a measurement system that proves the partnership's value before anyone asks.
Step 1: Define partner types and selection criteria
Not all partners have equal potential. Before building a program, define the types of partners you are pursuing and the criteria that determine a good fit.
The three B2B partner types:
Partner selection criteria:
- Their customers are your ICP (or are adjacent and growing toward your ICP)
- They have an incentive to promote your product (it makes their product more valuable or their customer relationship stronger)
- They have the capacity to execute (a partnership with a company that has no dedicated partnership resource will not activate)
- Their brand is compatible (you want to be associated with them; they want to be associated with you)
Step 2: Design the co-marketing playbook
A partner relationship without a co-marketing playbook produces dinner conversations and no deliverables. The playbook makes it easy for both sides to execute joint activities with minimal friction.
Co-marketing playbook components:
Step 3: Build the partner activation process
The most common reason partnerships fail to generate pipeline is that activation is undefined. Both sides agree to work together and then wait for the other side to make the first move. Build a specific activation process before signing the partner agreement.
The activation sequence:
Step 4: Measure and manage partner performance
A partner program without measurement is a relationship program. Measure what the program produces and use that measurement to prioritize investments.
B2B partner marketing program completion checklist
A partner that does not generate leads in 90 days is not going to generate leads in 12 months unless something structural changes. Set the 90-day target and hold to it -- the conversation that follows a missed target is more valuable than the polite optimism that precedes it.
One sharp B2B marketing read, most Thursdays.
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