TMP Academy: Partner Marketing

Embracing the era of the partner ecosystem

By the end of the year, IT spend is projected to reach $4.94 trillion, a 6.2% increase on last year—with channel partners responsible for driving over 73% of that growth.

Still, many tech vendors and solution providers have yet to establish a clear partner strategy. But with enterprise buyers working with an average of seven different partners to deliver a single solution, it’s clear that a strong partner ecosystem is the way of the future. This shift not only makes the partner channel an untapped and exciting source of potential growth, it also makes it the cause of potential risk: without immediate action, tech vendors are in danger of getting left behind.  ​

During Partner Week, we delved into practical steps and real-world examples to show how technology vendors can adapt their channel partner strategy to drive revenue through the partner ecosystem. Along with channel experts—including Jay McBain, one of the most respected thought leaders in the global channel—we explored successful co-selling, co-marketing, and co-innovation examples, while discussing the necessary shifts to seize this opportunity.​
Expert talk

Unlocking Growth in the Evolving Channel Ecosystem

Key trends and strategic moves for partner marketers in 2025

What you’ll discover:

  • Why partner-assisted buying dominates tech—and how marketing must evolve.
  • How to influence the 28 key buyer moments before purchase.
  • Emerging trends: marketplaces, new partner types, and services-led growth.Practical tips for rethinking
  • partner segmentation, engagement, and influence.
35 mins
|
Panel discussion

Making Sense of the Modern Channel Tech Stack

Tools, tensions, and tech priorities for partner marketers

What you’ll discover:

  • The key technology categories shaping today’s partner marketing and ecosystem stack.
  • Where overlap and confusion exist across tools like PRMs, TCMA, ABM, and ecosystem platforms.
  • Why most stacks are still direct-first—and how to realign around ecosystem growth.
  • Practical tips for tool selection, driving adoption, and justifying partner tech investment.
40 mins
|
Fireside chat

Partner vs Direct: Closing the Chasm

Bridging strategy and execution in the evolving go-to-market model

What you’ll discover:

  • Why partner strategies are often deprioritised—and how to fix the disconnect.
  • Root causes of misalignment between direct and partner marketing teams.
  • How marketing can lead a shift toward integrated go-to-market strategies.
  • Practical ways to embed partner strategy at the core of your organisation.
40 mins
|
Case study session

Orchestrating the ServiceNow Ecosystem

Simplifying partner marketing at scale through integration, strategy, and smart incentives

What you’ll discover:

  • How ServiceNow and 360insights built a unified, outcome-led partner marketing ecosystem.
  • Steps to streamline tools, enable partners, and personalise campaigns at scale.
  • How incentives, orchestration, and data visibility drive stronger engagement.
  • Practical lessons for aligning teams and laying the groundwork for AI-powered co-selling.
35 mins
|
Panel discussion

Strategic Approaches for MDF

Unlocking more impact from market development funds

What you'll discover:

  • How T-Mobile and SellHub are evolving MDF strategies to focus on ROI-driven outcomes.
  • The role of tighter vendor–partner collaboration and ABM in boosting campaign impact.
  • How partners can position mobility solutions like connected laptops in the current channel landscape.
  • Practical tips, tools, and partner insights for aligning sales and marketing around shared goals.
45 mins
|
Tool demo & showcase

Enhancing Partner Marketing with AI

Practical AI use cases for partner marketers

What you’ll discover:

  • How to take a strategic approach to using AI in partner marketing.
  • Frameworks for spotting AI opportunities across the partner lifecycle.
  • Real demos of AI tools for targeting, onboarding, and lead enrichment.
  • Why augmentation—not automation—and human-in-the-loop design are key to driving real value.
50 mins
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