In order to both share my perspective and (perhaps more importantly) to elicit constructive feedback and new ways of thinking, I am writing a series of posts giving my perspective on the best practices of Channel Management. These are things that I have learned and have implemented with success in my career. Comments, feedback, disagreements, and additional insights are welcome, if not encouraged.

This is the seventh in a series.

Partner Marketing

Channel partner marketing is more than just a checkbox on your go-to-market plan—it’s a strategic lever for growth. But to unlock its potential, channel managers must approach campaign planning with structure, focus, and a deep understanding of their target market. Below is a practical guide for creating partner marketing campaigns that deliver results. It is informed by best practices from the Channel Institute, from whom I have a Certificate in Channel Management.

The P.A.C.K.A.G.E.S™ Methodology

The P.A.C.K.A.G.E.S™ framework taught by the Channel Institute is a step-by-step approach that ensures no critical element is overlooked:

Priorities: Start by defining clear objectives. What does success look like? Set S.M.A.R.T. goals (Specific, Measurable, Achievable, Realistic, Time-Based) and determine the KPIs and analytics you’ll use to track progress.
Audience: Identify your target segments and buyer personas. Effective campaigns are built on a deep understanding of who you’re trying to reach and what matters to them.
Content: Develop materials that resonate—case studies, white papers, and research tailored to your chosen audience.
Key Concept: Craft messaging around your partner’s value proposition. Focus on solving customer pains and highlighting tangible gains, not just product features.
Analytics: Plan how you’ll measure results and ROI. Set up tracking before you launch.
Germinate: Decide on your communication tactics—email, events, social media, telemarketing, and more.
Educate; Nurture and convert leads by providing relevant information and support throughout the buying journey.
Scrutinize: Regularly review campaign performance. Be prepared to adapt & optimize as you go.

Segmentation

Not all customers are created equal. Market segmentation divides your audience into subgroups with shared characteristics, enabling you to focus your efforts where they’ll have the most impact.

Segmentation Strategies:

Undifferentiated: One-size-fits-all messaging.
Focused: Zero in on a specific segment.
Differentiated: Multiple tailored campaigns for distinct segments.
Hypersegmentation: Highly granular targeting, often enabled by digital tools.

What Makes a Good Segment?

A viable segment is measurable, substantial, accessible, differentiable, and actionable. Consider segment size, growth, competition, and your own strengths when making choices.

Crafting a Compelling Value Proposition

Your campaign messaging should be more than a product pitch. Anchor it in the real challenges and goals of your audience. This a formula I learned in my certification process:

"We help [ideal prospects] that [have a specific problem] succeed by [delivering specific results]. Unlike [alternatives], [our solution] offers [main benefit] as demonstrated by [evidence].

By following a structured framework and focusing on targeted, value-driven messaging, you’ll empower your partners to run more effective marketing campaigns—and drive better results for everyone involved.

In my next installment, I will discuss opportunity management...