Your Partner Relationship Management program touches all aspects of your business. When reviewing or building your program its best to involve marketing, product management, and sales.
Some areas to review:
Is your messaging clear (Buyer Personas)?
Have you integrated Marketing Automation with CRM?
How is your content? Are you delivering compelling content (training, best practices, case studies) to your prospects and partners regularly?
Use your organic lists to build Direct Response Campaigns.
Advertise using pay per click on Linkedin and Facebook
Are you leveraging Partner Portal applications to streamline partner management?
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