As this expanded program has just launched end of April 2020, a lot of these processes for how to engage are not yet documented and will be more ad hoc in nature as more Channel Account Managers (CAMs) come on board. Channel Marketing and Field Marketing Managers (FMMs) will be working together to identify processes and iterate on those processes for the most efficient way to work with each other, the CAMs and the Channel Partner
As CAMs on board new partners there are a few things that are required to have in place for Channel Marekting to support go-to-market / lead gen activities. Our guidance from Channel leadership is to focus in on your business plan with your Select Track partners as that should yield the highest return on investment (ROI)
Channel Marketing will setup weekly meeting with the CAMs globally to get an understanding of what is coming down the pipeline related to onboarding and working with Select partners
At a minimum you will need the following completed and signed off prior to suggesting or scheduling GTM activities with the Channel partners:
For Select partners, please feel free to bring Channel Marketing/Field Marketing in your business planning meeting(s) around how GTM. This will help you expand and get creative with your go-to-market activities outside of the 'let's do a webcast' together. There are many other options to support GTM lead generation and the earlier we can get an understanding of this, the more success this activities will be.
Once you have the 3 above mentioned requirements completed and you need to assist the channel partner (Open or Select) with launching their partnership here are some ideas for guidance that you can provide :
Listed below are areas of responsibility within the channel marketing team: