TPM Best Practice Series – Committed Resources

This is Part 2 of a 6-part series of Through-Partner Marketing Best Practices.

This blog isn’t just about funding a MarTech platform, or partner marketing services. It follows the same theme as Best Practice #1 (Cross-Functional Alignment) in that the resources required to be successful are found across an organization. Additionally, while some funding is needed, existing budget can be re-allocated, if done right.

Knowing up front what is needed and ensuring those resources are in place is critical for the success of any new initiative.

Leadership Resources

Identify a leader. A TPM leader brings the internal, cross-functional teams together. Typically, this resource will come from the Channel Marketing team, and he/she will be responsible for the overall success of the Through-Partner Marketing program.

In Part #1 of this series, we talked about the importance of cross-functional alignment and integration. Identify point people in each of those internal teams who can coordinate the integrated processes and own the connection to the TPM program. For example, as new partners on-board with the company or move up the partner tiers, they can be included in the TPM program. As new products are readied for launch, the Product Development point person knows to include partner marketing in their launch plans.  

Building processes and alignment is critical and naming owners keeps it in check.

Budget Resources

There are costs. But they may or may not have to be new. 

We often suggest that companies review their MDF programs. If MDF isn’t fully utilized, if the return on MDF is below expectations, or if your MDF program doesn’t cover a wide range of partners, you can consider re-allocating a portion of your existing budget toward a Through-Partner Marketing Automation platform and/or Through-Partner Marketing services.

We worked with one company that had a fairly large MDF program that covered a few hundred partners. While it was mostly used, re-allocating less than 5% of their MDF budget to a TPM program would double overall partner participation and build a path for SMB/long-tail partners to become top-growth partners, and significantly grow its overall business. 

Additional Marketing Resources

Once you decide to move forward, there will be additional marketing work that may require additional resources, such as:

• Internal communication, newsletters, videos
• Customizing current external marketing messages and collateral for an audience seeing it through your partners
• Creating and regularly refreshing showcase web content for partner syndication
• Creating social and email marketing content in the voice of your partners

Once set, these activities need to be maintained.

• Maintaining a steady flow of daily/weekly/monthly content to ensure a steady cadence of activity for partners
• Monitoring leads and following up with partners
• Responding to partner questions
• Helping partners with technical questions
• Ongoing partner and internal communications
• Analyzing results and creating reports

There may be other resources to consider such as search marketing funds

and incentives for sales teams and partners.

Companies should evaluate whether they have the capacity within their existing teams to take on the work, if they need to add resources to their internal team, or if outsourcing the work would work best for your organization. There are pros and cons to each, and the decision should consider the following:

• Does the current team possess the required skills for Through-Partner Marketing?
• Does the current team have the capacity to take on the new work?
• How long will it take for current resources to train or come up to speed on the new technology and marketing requirements?
• What is the churn in your team and what would be the impact on the TPM program and the partners if someone leaves?
• How will your team maintain their expertise and keep on top of industry best practices?

What Successful Companies Do

Successful channel marketing teams have considered, identified, and budgeted resources in advance. Their Through-Channel Marketing programs have great content and high levels of support and integration with their internal sales and marketing partners. And they have good partner participation and feedback.

We have spoken to numerous companies that didn’t do this work in advance. When that happens, we often hear that they lack content, that they don’t have the bandwidth or resources to update it, and they have low partner participation rates. And ultimately, they have a very low return on their investments.

In part one, we talked about the importance of cross-functional alignment & integration. In part two, we discussed the identification and assignment of key resources.

In part three, we will go deeper into the processes with partners. If partners buy in and are excited to participate, you’re well on your way to TPM success.

AscendX Digital delivers services that help companies succeed with Through-Partner marketing. Everything from Start-Up services to get you aligned and on track, to fully-managed solutions that include all of the best practices we’ve shared so that your program will have the best chance of success.  Ask us about it.