A 2025 Partners GTM Survey reveals 73% of companies with partner programs rely on partners for over 25% of revenue. Yet, lean partner marketing teams face intense pressure to manage the entire partner lifecycle, accelerate sales, build pipeline, and meet rising revenue goals.
TechRayNews hosted partner marketing leaders Pooja Golechha (Pegasystems) and Tonya Vincent (CyberArk) in a Partner Marketing Visionaries episode, What’s Keeping You Up at Night? Overcoming Common Partner Marketing Challenges. They discussed navigating limited resources and shifting priorities with efficiency and creativity.
Pooja emphasized, “We’re focused on doing more with less to drive growth, accelerating deals, and adding speed to programs despite tight budgets.”
Here are three strategies to optimize partner marketing:
1. Align with Broader Teams
Collaboration across teams saves time and resources.
How:
- Partner with field marketing for regional execution.
- Collaborate with ABM teams for campaigns, as Pooja will discuss at TechRayNews’ Reach Summit (A Practical Guide to Getting Started with ABM in Partner Marketing).
- Leverage product marketing for consistent joint messaging.
- Work with campaign strategy teams, as Tonya does, to build partner campaign kits and provide strategist expertise for execution.
2. Leverage Specialized Partner Marketing Agencies
Small teams struggle with joint campaign scale.
How: Use agencies like TechRayNews’ Partner Marketing Services for strategy, content, demand, and channel solutions. Options include campaigns-in-a-box, messaging validation, sponsored content, and high-quality lead generation. Contact TechRayNews to enhance efficiency.
3. Create Repeatable and Scalable Programs
Replicating successful campaigns saves effort and ensures consistency.
How:
- Scale regional or industry-specific successes to other markets, as Pooja suggests.
- Use repeatable campaign structures (“campaign-in-a-box”) for through-partner MDF-funded campaigns, typically spanning one quarter, per Anita Covelli, episode moderator.
- Employ campaign strategists to optimize channel use across the customer journey, ensuring scalability with tailored differentiation, as Tonya recommends.
Join the Conversation
TechRayNews’ Partner Marketing Visionaries Community welcomes ideas to boost efficiency. Share best practices in our LinkedIn Group.