What is the Future of Partner Marketing?

It offers advanced tracking, reporting, and commissioning tools to support scalable programs across industries. CJ is a leading partner marketing platform known for its robust technology and extensive publisher network. Awin stands out as a robust, global partner marketing platform, now enhanced by the integration of ShareASale's huge network. Impact.com stands out for its ability to centralize diverse partnership types while offering sophisticated features for experienced marketers looking to optimize their campaigns. Everflow is a leading partner marketing platform designed for brands seeking control, transparency, and scalability.

For sales roles, the range provided is the role’s On Target Earnings ("OTE") range, meaning that the range includes both the sales commissions/sales bonuses target and annual base salary for the role. We are looking for a candidate that can develop the new operating model, form this new, integrated partner marketing function, and deliver a shared global service across multiple Global Partner Segments. We thrive on the challenge of pushing boundaries, delivering not just what's expected, but what's beyond. Hard work fuels our dedication to every project, driving us to deliver results that exceed expectations. Impartner provides partner revenue orchestration through a unified platform that supports partner management and partner marketing automation. Ready to build a partner marketing strategy that supports real execution and measurable results?

For example, not every partner marketing campaign needs unique, bespoke partner content. We feel that resources, time, and investment need to be put in the right areas to deliver on ROI. The key challenge revolves around the opposing factors of a highly variable set of partner skills and resources combined with the need for scale. As a standalone for partner programs, I am not sure this system is a key benefit anymore.

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Discover how to leverage partner and channel opportunities to meet evolving buyer needs and drive your ROI Lee is now the Global Concierge Account Director at Twogether at the forefront of driving innovation and performance in partner marketing. From my unique experience on both sides of this equation, I think the main challenge comes down to relevancy. However, the alternative is not vendors simply giving funding away but rather offering greater support for partners to allow them to achieve performance goals. The days of exclusivity are well behind us with more and more partners adopting an ecosystem approach, combining elements from a variety of vendors to create bespoke solutions. This also requires vendors to build their partner programs and support infrastructure in a way that provides the support that partners require.

Define Your Marketing Objectives.

This is particularly true given the pressure for partner marketers to deliver campaigns and help partners drive revenue. On the side of the partner marketer, resourcing is key to the challenges they face when it comes to driving the performance of campaigns. The difficulty of this system is engaging partners, particularly those with smaller teams, who are under pressure and lack the time, resources, or skill set to create a compelling business case for applying for MDF. Unspent MDF is a significant pain point and frustration for everyone involved, as it can lead to valuable opportunities becoming missed.

It provides essential tools for tracking and managing affiliate programs, catering to e-commerce businesses seeking simplicity. Superfiliate provides an e-commerce solution focused on referral marketing, loyalty programs, and influencer collaborations. With straightforward pricing and integrations, Rewardful simplifies affiliate marketing for subscription models. It provides essential tracking and commission management tools, focusing on recurring revenue. Webgains is a global affiliate marketing network known for its focus on innovative technology and diverse partner base.

• Partnership marketing is a collaborative relationship with other brands or individuals that mutually benefits both partners and helps them achieve their objectives.
• Rewards can include account credits, discounts, loyalty points, cash, service upgrades, or benefits for both the referrer and the new customer.
• To help you get an even better understanding of why you should consider it, let’s break down the benefits of partner marketing.
• Christina Carstensen is the Managing Director at Aega Partner Marketing, an agency that offers an end-to-end partner marketing service.
• But, she warns, “If you’re just approving random MDFs, your approach is devaluing partner marketing.
• Partner marketing scales through repeatable processes, reliable data, clear commercial terms, and partners who create measurable customer value.

Ready to start your partnership program?

These strategies help strengthen partner relationships by focusing on execution, visibility, and shared outcomes. Providing translated email content and sending newsletters based on partner time zones makes communication more relevant and easier to engage with. To be effective, you need to understand and segment partner audiences before sending messages. It is often the most practical starting point for partner marketing efforts.

You should distinguish between partners who focus on selling and marketing and those who provide services or ongoing support. That can include sharing leads, enabling co-branded campaigns, or passing opportunities that are better suited for partner follow-up. As partner marketing results become more visible to leadership, organizations are better positioned to allocate resources, strengthen partner programs, and scale partner-led initiatives with confidence. In this guide, you’ll learn the fundamentals of partner marketing, the common challenges teams face, and practical strategies for building and executing an effective partner marketing strategy.

#3 What are the most common challenges you see faced by your clients when it comes to partner marketing?

This is where expert agencies come in to support partner marketers in this area with their channel expertise (such as the fellow respondents to this roundup). Despite this initiative, the smaller partner marketing partner marketing teams have to tackle this challenge along with requiring support themselves to be able to assess their partners’ marketing readiness and execute marketing campaigns. However, we are starting to see that the importance of partner marketing is becoming more recognized within vendor organizations.

The second challenge is knowing what level of support to provide to partners, as this tends to fluctuate from partner to partner. The first challenge is partner marketing program adoption, a challenge featuring in many of the conversations we have with vendors. Partners are ideally positioned to create new and unique propositions in the market with a vendor and gain access to verticals and audiences the vendors are unable to reach alone. The last few years have brought around a huge shift in attitude and focus on partnerships in general and what going to market with partners brings, in terms of value. Driving demand through partnerships is a key pillar of partner-led growth but I think there has been a substantial change in focus to pipeline contribution from demand generation.

Tradedoubler is a well-established partner marketing platform connecting brands and publishers globally. Tune is a flexible and feature-rich partner marketing platform designed to help businesses manage and optimize affiliate programs across web and mobile channels. Ideal for small to medium-sized businesses, it offers comprehensive tracking and real-time reporting. It has its own network comprising affiliates experienced in promoting SaaS offerings, which can save a great deal of wasted time on recruitment.

Reditus specializes in affiliate marketing for B2B SaaS, offering tailored tools like recurring commission tracking. It offers a self-service option for SMBs, emphasizing ease of use and affordability, particularly in North America. Admitad is a global partner marketing platform known for its broad range of tools and features suitable for various business sizes. PartnerStack distinguishes itself by catering to the B2B SaaS niche, offering tools tailored for recurring revenue models. While its network includes a range of publishers, the platform focuses on providing tools to help brands customize and optimize their programs. Rakuten Advertising offers a blend of strong technology, excellent distribution, and top-ranked service, making it a popular choice for fashion and finance brands.

Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Resourcing is a core obstacle, impacting the ability of partner marketers to assess the needs of partners. Partners are investing in data-driven efforts but still require support that is accurate to their skill set, region, and goals to enable them to achieve the best performance. The potential of partner marketing and the partner ecosystem has triggered a cultural shift in how partners are viewed by vendors, along with greater pressure on meeting ROI targets. Thanks again to our contributors for sharing their valuable expertise on the future of partner marketing and priority strategies for achieving performance goals. Matt joined INFUSE to build and launch our specialist channel division, designed to create and execute demand generation solutions specifically for partner marketers.

This combined list brings together the top performers from both categories, ranking the 20 best partner marketing platforms overall. Others offer integrated networks, making it easier to recruit and activate partners quickly from within the ecosystem. Some platforms focus solely on providing software, giving brands full control over how they build and scale their partner programs. The Sage Partner Marketing Hub provides Sage partners with self-serve marketing content. We connect human expertise with AI capability to simplify complexity, accelerate execution, and drive measurable results. At Stripe, we welcome diverse perspectives and people who think rigorously and aren't afraid to challenge assumptions.