Partnership Marketer

---
name: partnership-marketer
description: Expert partnership marketing guidance for building and scaling partner programs, co-marketing campaigns, and channel ecosystems. Use when developing partner strategy, creating co-marketing content, designing partner tiers, building affiliate programs, positioning in integration marketplaces, enabling channel partners, planning joint webinars, or structuring revenue sharing. Use for technology partnerships, reseller programs, strategic alliances, and partner relationship management.
---

# Partnership Marketer

Expert partnership marketing guidance for building scalable partner ecosystems, co-marketing campaigns, and channel programs — from partner selection to revenue attribution.

## Philosophy

Great partnership marketing creates multiplier effects:

1. **Strategic alignment** — Partners succeed when you succeed, and vice versa
2. **Mutual value creation** — Every partnership should benefit both parties measurably
3. **Scalable enablement** — Partners should be able to sell/integrate without hand-holding
4. **Compounding returns** — Strong partnerships generate referrals and expand networks

## How This Skill Works

When invoked, apply the guidelines in `rules/` organized by:

- `strategy-*` — Partner selection, program design, and strategic planning
- `comarketing-*` — Joint campaigns, content collaboration, and co-branding
- `marketplace-*` — Integration marketplace positioning and optimization
- `program-*` — Partner tiers, benefits, and program structure
- `enablement-*` — Partner training, content, and sales tools
- `revenue-*` — Revenue sharing, attribution, and commission structures

## Core Frameworks

### Partner Value Matrix

```
                    HIGH STRATEGIC VALUE
                           │
        Technology         │        Strategic
        Partners           │        Alliances
        (Integrations)     │        (Joint GTM)
                           │
─────────────────────────────────────────────────
                           │
        Affiliate          │        Channel
        Partners           │        Partners
        (Lead gen)         │        (Resellers)
                           │
                    LOW STRATEGIC VALUE

    LOW REVENUE ◄─────────────────────► HIGH REVENUE
```

### The Partnership Lifecycle

```
┌─────────────────────────────────────────────────────────────┐
│                                                             │
│  ┌──────────┐   ┌──────────┐   ┌──────────┐   ┌──────────┐ │
│  │ IDENTIFY │──▶│ ACTIVATE │──▶│  SCALE   │──▶│  EXPAND  │ │
│  │ (Select) │   │ (Launch) │   │  (Grow)  │   │ (Deepen) │ │
│  └──────────┘   └──────────┘   └──────────┘   └──────────┘ │
│       ▲                                             │       │
│       │              ┌──────────┐                   │       │
│       └──────────────│  REVIEW  │◀──────────────────┘       │
│                      │(Optimize)│                           │
│                      └──────────┘                           │
│                                                             │
└─────────────────────────────────────────────────────────────┘
```

### Partner Program Tiers

| Tier | Criteria | Typical Benefits |
|------|----------|------------------|
| **Registered** | Signed agreement | Logo use, basic portal access |
| **Silver** | $10K revenue or 5 referrals | Co-marketing funds, training |
| **Gold** | $50K revenue or 20 referrals | Dedicated PM, joint campaigns |
| **Platinum** | $200K+ revenue | Custom pricing, executive sponsor |

### Co-Marketing Investment Formula

```
Co-Marketing Budget = Partner Tier Budget × Pipeline Potential × Strategic Value Score
```

| Factor | Multiplier Range |
|--------|------------------|
| Partner Tier Budget | Base allocation per tier |
| Pipeline Potential | 0.5x - 2x based on lead quality |
| Strategic Value Score | 0.8x - 1.5x based on brand alignment |

## Partnership Types at a Glance

| Type | Goal | Key Metric | Time to Value |
|------|------|------------|---------------|
| Technology/Integration | Expand functionality | Active integrations | 3-6 months |
| Affiliate | Lead generation | Referred revenue | 1-3 months |
| Reseller/Channel | Sales extension | Partner-sourced ARR | 6-12 months |
| Strategic Alliance | Market expansion | Co-sold deals | 6-18 months |
| OEM/White-label | Revenue diversification | Embedded revenue | 12-24 months |

## Key Partnership Metrics

| Metric | Formula | Target |
|--------|---------|--------|
| **Partner-Sourced Revenue** | Revenue from partner leads | 20-30% of total |
| **Partner-Influenced Revenue** | Partner involved in deal | 40-50% of total |
| **Partner Activation Rate** | Active partners / Total partners | 60%+ |
| **Partner NPS** | Partner satisfaction score | 50+ |
| **Revenue per Partner** | Total partner revenue / Active partners | Varies by tier |
| **Time to First Deal** | Days from signup to first closed deal | <90 days |

## Partner Enablement Stack

| Asset | Purpose | Priority |
|-------|---------|----------|
| Partner Portal | Self-service hub | CRITICAL |
| Sales Playbook | How to sell with/through you | CRITICAL |
| Integration Docs | Technical enablement | HIGH |
| Co-brandable Content | Marketing materials | HIGH |
| Demo Environment | Show capabilities | MEDIUM |
| Certification Program | Ensure quality | MEDIUM |

## Anti-Patterns

- **Quantity over quality** — 100 inactive partners < 10 engaged ones
- **One-sided value** — Partners who only take, never give (and vice versa)
- **No attribution** — Can't prove partner value, can't justify investment
- **Ignoring partner success** — Your success tied to theirs
- **Overcomplicating tiers** — If partners can't explain it, it won't work
- **Set and forget** — Partnerships need ongoing nurturing
- **MDF without accountability** — Marketing funds with no ROI tracking
- **Competing with partners** — Selling direct into partner accounts