Partner marketing and strategy with real impact

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We specialise in partner and alliance marketing for the channel. A deep understanding of the sector, coupled with a desire to really get to grips with your business strategy means we deliver work which is truly impactful – helping to deliver revenue growth and partnering success for you, and your partners.

Our 3-step process of Enquire, Engage, Enable is how we work with you.

You don't have to with Archer for every step if you've got internal teams or other agencies you want to work with. We're not precious or protective - we work collaboratively with internal and external teams. After all, we're all on the same side!

If you want to engage with us for one, some or all of the below, then get in touch! Let's discuss what will work best with your goals, timeline and budget. We only work with a limited number of clients at once, so if we're not able to help immediately we'll do what we can to point you in the right direction.

Step 1:

Enquire with the Partner Readiness Diagnostic

Developed to pinpoint opportunities to grow your partner revenue.

We've seen many vendors and disties where partner revenue targets go up and up but headcount and budget stayed flat. Sound familiar? So, what can you do differently this time?

You need proof, data and external validation - to provide a rock-solid business case for the budget or headcount investment to deliver the results your board are asking you for.

We know that vendors who win aren't the ones with the biggest partner programmes. They're the ones who know exactly what's broken, what's working, and where the quick wins are hiding.

And here's how this Diagnostic works - your partners will tell us what they won't tell you. Because we're external, neutral, and they see our engagement as your commitment to them.

This diagnostic gives you the ammunition to:

  • Get marketing budget approved with external validation and ROI projections

  • Prioritise what will make a real difference

  • Show your board real results in 90 days (not 12 months)

  • Position yourself as the strategic innovator

Step 2:

Engage with the Partner Value Proposition

Uncover your unique proposition to your partners.

The Partner Value Proposition is a piece of consultancy work to design and build the foundational messaging and collateral that can be used by your global partner marketing team, and which aligns with your partner priorities.

It includes research with your key stakeholders and a review of internal and external partner facing collateral, designed to gain an understanding of the past, current and desired future state of partner comms.

Where possible, the creation of your Partner Value Proposition will also include research with key partners to ensure alignment with your business and partners' strategic goals.

The final document - whether a presentation or PDF will provide clear communication of the themes, communication pillars and the go to market strategy for partners in a consumable and accessible format with a tone and structure consistent with your corporate messaging and designed to demonstrate your commitment to partners and act as a clear and actionable to guide all partner comms.

Step 3:

Enable with the Partner Marketing Kit and /or Partner Playbook

A Partner Marketing Kit is more than just a 'Campaign in a box'.

What we've discovered at Archer is that although the Campaign in a box is beloved of vendors, it's often not well taken up by partners.

Why is that? Well because it's usually just regurgitated corporate messaging and doesn't give the partner space to add their own value. It also relies on partners having the marketing automation platforms necessary to take in the campaign and use it - which many partners don't.

Instead, a Partner Marketing Kit includes:

  • Core messaging about your business and your product set, and guidelines about how and where partner can add value to this

  • Key copy blocks that partners can use on their website, landing pages, and external campaigns

  • Suggestions about how to run the campaign out to their end users and what elements are useful when (and where!)

  • Logos in a variety of approved formats for partners to use where needed

  • Approved imagery around your products and processes with guidelines about how and where they can be used

  • Other elements that may be useful for your partners such as webinar talk tracks, end user presentations, downloadable PDFs

  • A campaign guide to show how all the elements can be used together, plus tips about data, consent, privacy and more.

We can provide one-off Partner Marketing Kits or fully co-branded campaigns for your partners. We can even execute these campaigns on behalf of your partners.

The Partner Playbook is about making long-tail partners self-sufficient.

While it makes clear financial sense to invest in and engage your top partners directly, most channel organisations have a long tail of partners that are smaller or have only done a handful of deals. These long tail partners may have more limited scope for growth, but enabling more of them can make a big impact on revenue. These smaller partners are often also important to maintain renewals.

In this case, a Partner Playbook can help by providing partners with a one-stop-shop tool to help them understand how to work better with you, the benefits of doing so, and provide them with the necessary tools, in a less intensive, hands-off way.

A Partner Playbook can also be a very useful resource for attracting new partners as it can provide lots of information in a concentrated, but simple to use resource, made easily available.

Covering questions such as:

  • Who are (you) and why should I care?

  • Why should I sell (you) to my customers?

  • What’s the market opportunity?

  • What should I say to my customers – conversation starters

  • How do I sell (you)?

  • Why should I partner with (you)?

  • Where can I get more information?

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