CMO · Playbook · Intermediate · Saves 55+ hours
Partner Marketing Playbook
A playbook for marketing through and with partners - co-marketing, through-partner, and to-partner marketing.
What's included
- Partner Marketing Strategy
- Marketing objectives
- Partner tiering
- Resource allocation
- Success metrics
- To-Partner Marketing
- Partner recruitment marketing
- Partner communication
- Partner portal content
- Through-Partner Marketing
- MDF programs
- Co-branded content
- Campaign-in-a-box
- Lead management
- With-Partner Marketing
- Co-marketing programs
- Joint events
- Content collaboration
- Case study development
Best used when
- Building partner marketing
- Channel program launch
- Partner marketing optimization
- MDF program design
- Co-marketing execution
Why this is Gold
Partner marketing is often neglected or poorly coordinated. This playbook creates systematic partner marketing that drives channel revenue.
The template
The Template
PARTNER MARKETING TYPES
| Type | Direction | Purpose |
|---|---|---|
| To-partner | Us → Partners | Recruit, enable |
| Through-partner | Us + Partner → Customer | Demand gen |
| With-partner | Co-marketing | Joint awareness |
TO-PARTNER MARKETING
Partner Recruitment
| Asset | Purpose |
|---|---|
| Partner program page | Attract partners |
| Partner value prop | Why partner with us |
| Partner testimonials | Social proof |
| Application process | Easy onboarding |
Partner Communication
| Channel | Content | Frequency |
|---|---|---|
| Newsletter | Updates, resources | Monthly |
| Portal | Content, training | Always-on |
| Webinars | Education | Monthly |
THROUGH-PARTNER MARKETING
MDF Program
| Element | Details |
|---|---|
| Budget | % of partner revenue |
| Approved activities | Events, digital, content |
| Approval process | Request → Review → Approve |
| Reporting | ROI required |
Campaign-in-a-Box
| Component | Description |
|---|---|
| Email templates | Ready to customize |
| Social posts | Branded content |
| One-pagers | Co-branded |
| Landing page | Template |
| Tracking | UTM parameters |
WITH-PARTNER (CO-MARKETING)
Co-Marketing Activities
| Activity | Value |
|---|---|
| Joint webinars | Shared audience |
| Co-authored content | Combined expertise |
| Event sponsorship | Joint presence |
| Case studies | Integrated solutions |
Partner Selection for Co-Marketing
| Criterion | Requirement |
|---|---|
| Audience overlap | Complementary |
| Brand alignment | Compatible |
| Commitment | Equal investment |
| Results history | Track record |
Frequently asked questions
What is the Partner Marketing Playbook?
A playbook for marketing through and with partners - co-marketing, through-partner, and to-partner marketing.
Who is the Partner Marketing Playbook for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Partner Marketing Playbook take to use?
It saves roughly 55+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Partner Marketing Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Partner Marketing Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.