Partner marketing gets a bad rap. But with the right funding and support from leadership, it can be the secret weapon for scaling your brand and unlocking revenue fast.

In this episode, Lucy Greenaway, Global Channel Marketing Director at XM Cyber, walks us through the real but overlooked value of partner marketing. She discusses what most people don’t know about partner marketing, why events aren’t enough to drive partner programs, and the three things partner marketers should do to get results.

In this episode, you’ll learn:

• Effective strategies for joint marketing efforts
• How to keep partners invested in your campaigns
• Alignment of partner marketing with broader business goals

Highlights:

(00:00) Meet Lucy Greenaway

(02:11) The biggest misconception about partner marketing

(04:27) How to create successful partnerships

(06:04) The profile of an ideal partner marketer

(10:07) Why events can’t replace sales enablement and cohesive campaigns 

(11:34) Partner marketing isn’t just a support function

(13:18) The three things that make partner marketing effective

(17:47) Being the only woman in the room

(21:03) The key to success in channel and partner marketing

Resources:

Lucy’s LinkedIn: https://www.linkedin.com/in/lucy-greenaway-963253126/ 

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s website: www.gaylekalvert.com