Partner Marketing

This course explores how Partner Marketing enables you to achieve growth by forming strategic alliances that extend reach, enhance offerings, and deliver greater value. You’ll learn to identify the right partners, design successful collaboration agreements, and implement campaigns that drive measurable business outcomes.
  • 9 video lessons (55 min)
  • PDF
  • Learning Activity & Quiz
Who is this for?
  • Marketers
  • Sales representatives
  • Business owners
  • Managers

Experts

Matt Dalton

EMEA Strategic Head of
Channel, INFUSE

Sophy Gray

Managing Director and
Founder of 7Demand

Course curriculum

Lesson 1.
Partner Marketing in B2B
In this lesson, you will explore the fundamentals of Partner Marketing and how it can help businesses expand into new markets and improve their product offerings. We will examine how Partner Marketing evolves from traditional Channel Marketing, its benefits, and its role in the B2B landscape. You will also learn about the different types of partners and how each type contributes to your business goals
Lesson 2.
Selecting and sourcing partners
This lesson covers the process of developing an Ideal Partner Profile (IPP), identifying potential partners, and evaluating their market presence and alignment with your goals. You will learn the best practices for sourcing partners who can help grow your business and enhance your offerings
Lesson 3.
Agreements and best practices
This lesson focuses on creating effective partnership agreements, setting clear expectations, and defining roles and responsibilities to ensure smooth collaboration. We will discuss key elements of partnership agreements, including revenue sharing, joint marketing efforts, and performance tracking using KPIs. Additionally, this lesson covers best practices for managing multiple partnerships, maintaining regular communication, and using shared tools to align efforts across partners. You will learn how to evaluate and support partners effectively to achieve mutual goals