In today's market, B2B organizations are embracing joint marketing efforts to grow their businesses. We bring you four tips you can use to increase your chances of success via joint marketing programs.
1. Measure market success.
Establish cadence and define what market success means to you and your alliance partner. Is your goal to increase market share or increase revenue—or both, since this could influence your go-to-market strategy.
2. Crowd-source innovation.
Regional teams are better at selling locally and are closer to the customer. You want to involve them as early as possible so they can submit ideas to create better solutions. Utilize their expertise to source innovative ideas.
3. Co-influence marketing programs.
Integrate with a cross-functional plan to influence partners’ marketing strategy. Attach marketing initiatives tailored explicitly for partnerships to achieve greater success. Establish rapport with the marketing team within your company, so you can influence the marketing programs to benefit your partnership.
4. Make alliance professionals part of the execution team.
Create a plan that includes the alliance partner manager and links to the field execution. Add field resources in the solution to scope the opportunity and the implementation of the solution with joint sales management and field team commitment. Then, you can track the opportunities created by the solution with opportunities pre-pipeline and link to the CRM systems of record. This will enable you to establish end-to-end tracking as the leads go through sales motions and make your alliance partners aware as the deal progresses.
Vishal is the Director of Content Marketing & Social Media and leads our Alliance Aces Community. He has been in marketing for 14+ years and writes about ecosystem cloud, alliance strategies, and digital transformation.
