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A partner manager and an account executive comparing an account-mapping tool's overlap matrix on a monitor against their CRM opportunity list, deep navy and warm amber palette

Account Mapping Tool: How To Choose and Use One

Short answer Short answer: An account mapping tool shows where your partners’ customers and prospects overlap with your own, so you can find the accounts a partner is already inside and turn them into joint deals. The tool matters less than most buyers think; the cadence you run on the data is what produces pipeline. […]

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Editor's Picks

Partner Channel Marketing: What It Is and How It Works

Short answer Short answer: Partner channel marketing is marketing you run with and through your partners to reach their customers, instead of only marketing direct to your own. It covers co-branded campaigns, through-partner demand generation, market development funds, and partner enablement content, and it works when it is tied to a sales motion and to […]

Channel Marketing Best Practices That Actually Work

Short answer Short answer: The channel marketing best practices that hold up are the ones that tie every joint activity to attributable pipeline: a real joint value proposition, funds tied to outcomes, plays that fit the partner’s audience, agreed lead routing, and attribution that shows what produced. They work because they treat channel marketing as […]

Partner Marketing Program: What It Is and How It Works

Short answer Short answer: A partner marketing program is the structured way you plan, fund, and run demand generation together with your partners so both companies create pipeline neither would create alone. It works when the joint activity produces attributable pipeline and both sides can see it, and it fails when it turns into logo […]

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