Establishing The Cornerstones Of Partner Ecosystem Success

Many B2B organizations have complex partner ecosystems but lack a common understanding of, and alignment across, foundational elements. For partner ecosystem marketing, three cornerstones orient the function toward success by informing and guiding partner ecosystem strategy development and partner ecosystem marketing programs, processes, activities, and measurements. Partner ecosystem teams must define each partner type and/or partnership business model within their ecosystem; document partner personas and create persona profiles for each partner type; and map the partner’s journey for each partner type. In this report, we describe the cornerstones of partner ecosystem success — partner types, partner personas, and the partner’s journey — and provide research and templates organizations can use to establish these foundational elements for their partner ecosystem.