Partner Go To Market Plan

Partner Name

Relationship Overview

Partner Company Description & Value Proposition from their corporate backgrounder, press releases, marketing materials or public website

Your Company Description & Value Proposition from your corporate backgrounder, press releases, marketing materials or public website as approved by Marketing / Sales

Combined Value Proposition of Relationship

An overview of the business and technical drivers that caused your organizations to partner and the projected value the relationship will bring to the market, clients, prospects, employees of both organizations

Objectives – Got to Market Plan

The table below highlights alliance objective deliverables and the timeline and operational classification they reside within and impact. This table can be used for relationship tracking and is designed to be an evolving, living table through out the relationship.

Deliverable / Month / Date / Sales / Marketing / Operations / Services / Notes
Review of Go to Market Plan and sales targets / Review go to market plan, discuss sales opportunities, future target markets and press release
Alliance Agreement / Complete Alliance Agreement
Partner Product received for engineering review / Partner provides product and resources for evaluation and testing
Press Release Approval / Approval of Press Release, and agreement of release distribution to clients, partners, prospects (lists)
Sales Planning / Partners agree on short term and long term target accounts review of action plan to infiltrate accounts – sharing of lists
Marketing scripts, sales tools / Marketing builds sales scripts and marketing collateral piece for alliance – companies exchange sales tools
Large Vendor discussion 1 / Co will discuss partner relationship with largest partner or vendor in region
Press Release Distributed / Distribute alliance release
Introduction of Alliance to sales dept / Partners begin to introduce each other into clients and pipeline where appropriate
Demand Generation – HTML Email 1 / HTML email to list introducing alliance
Lunch and Learn scheduled / Alliance lunch and learn for sales and marketing teams - QA
Sales staff education completed / Education / Training of sales staff completed
Rules of Engagement processes, documents reviewed / Review of alliance lead and rules of engagement process documents
Sales Efforts begin / Alliance telesales integrated into daily activities of both companies
Web sites updated / Web sites should be updated with press releases and marketing alliance descriptions – links etc. supporting alliance
Direct Mail Drop 1 Review / Review /approval of direct mail postcard to be mailed to joint prospects
Partners engaged in opportunities / Sales engagement
Engineering completes full education of partner products / Completed education of partner products
Rules of Engagement Confirmed / edited if needed / Rules of Engagement docs, process approved
Joint lunch and learn / Joint lunch and learn event
Additional Sales Opportunities identified / 2-3 additional joint sales opportunities identified
1st Joint Account Secured / Sales of first account
Repeatable sales and operational processes in place / Process and methodology document for alliance produced / reviewed
Announcement of PR / Announcement of Press Release
Marketing Push in primary region / Major sales and marketing push in primary region
2nd Joint Client Secured / Secure of second Client

Alliance Marketing Planning Notes

Target Market

Target Audience and Messages

  • COO, VP Operations
  • CFO
  • CIO, CTO, VP of Development
  • VP Sales, VP Marketing, VP Customer Service, VP Research & Development
Positioning & Message

Target Industries Messages

Driving Awareness and Demand

Corporate Communications

Regional Advertising

  • Networking Organizations
  • Lead & Opportunity Generation - Campaigns
  • Email & Direct Mail Executive Promotions

Market Awareness