As marketers, we focus so much on direct demand gen, direct sales-- we focus on this direct line of sight that marketers control and yet there is so much leverage and opportunity for so many people in their partner ecosystems. It is definitely more complicated, it's definitely less predictable, may be high risk, but lots of high reward.
I ask Jason why is this function so interesting? What about partner marketing is so exciting?
Jason shares about the pros and cons of how companies should think about direct versus indirect direct versus channel.
There's a balance there between content and demand, between leveraging and building trust and credibility while also still driving pipeline.
ROI is a two-way street.
How do we also stay focused on deals? What's the chicken versus the egg, which one's the egg?
I ask Jason about how to think about exclusivity versus playing multiple sides? Both inbound and outbound from a partner standpoint, are there advantages to one approach versus the other? And if there is, what are some of the criteria and variables you would look at to try to make that decision?
This and a lot more! Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 1/25/21 at 6am PST.