How to Hire a Partner Marketing Manager

Many tech companies have established partner programs, but simply maintaining them isn’t enough to unlock their full potential. Here’s where the Partner Marketing Manager (PMM) comes in. PMMs are integral to building high-performing partnerships.

At Channel Impact, we’ve seen PMMs transform partnerships into dynamic growth engines. Through data-driven strategies, targeted campaigns, and expert relationship building, they help partnerships thrive.

We’re sharing the blueprint for identifying and hiring your own PMM, ready to accelerate partner-driven revenue.

PMMs are the marketing arm of the Partner Account Manager (PAM) or Channel Account Manager (CAM). The PAM identifies high-value partners and forecasts revenue from those partnerships. The PMMs focuses on co-marketing with those partners to generate marketing qualified leads in support of the PAMs/CAMs revenue goals.

Partner Marketing Managers are charged with enhancing the marketing partnerships and generatingleads. They do this by:

• Building Strong Partner Relationships: PMMs foster trust and collaboration with assigned partners by understanding their needs and goals.
• Generating Partner-Sourced MQLs: PMMs develop marketing strategies specifically designed to generate Marketing Qualified Leads (MQLs) through partner channels.
• Developing Co-Marketing Plans: PMMs collaborate with partner PMMs to create joint marketing campaigns that build on each other’s strengths, utilize analytics and maximize marketing budgets.
• Enhancing Partner Marketing Resources: PMMs equip their partners with resources and training to effectively market products and services. This might include access to co-marketing platforms, marketing education, syndicated content, and social media toolkits.

Finding the perfect PMM is more than just checking boxes on a resume. While credentials and experience are essential, there are more qualities to look for.

So, what sets apart a good PMM from a truly great one? These are some of the traits we look for when selecting one to join our team:

• Channel Expertise: They don’t just understand technology; they grasp partner ecosystems and the art of making partnerships thrive. They also have a proven track record of successfully supporting and bringing value to the PAMs they support.
• Value Champion: They’re passionate advocates for your company’s offerings, effortlessly explaining their benefits to partners.
• Data Decoder: Partner Marketing Managers must understand how to analyze campaign performance, track key metrics, and translate insights into actionable strategies.
• Future-Focused: Great PMMs don’t just manage the present; they anticipate the future. They stay abreast of industry trends, emerging technologies, and potential market shifts, adapting their strategies to stay ahead of the curve.

Here, we share some essential elements that make a PMM resume stand out, showcasing the qualities that unlock partnership magic.

• Quantifiable Impact: Did this PMM move the needle before? Look for measurable results that showcase their ability to drive lead generation.
• Industry Experience: Experience in your specific tech field is a significant advantage. They know the players, the jargon, and the nuances that make your world tick.
• Campaign Acumen: Can they craft winning marketing campaigns, analyze performance data, and adapt to changing market trends? Look for evidence of strategic thinking and execution.
• Soft Skills that Shine: Beyond technical expertise, seek PMMs who can build trust, earn respect, and navigate complex relationships within the partner ecosystem.

Remember, your partner marketing manager is the face of your partnership program. They build trust, generate leads, and ultimately drive revenue through your network. Finding the right fit is an investment that pays off exponentially.

Are you feeling overwhelmed by the search? That’s where Channel Impact comes in. We’re your secret weapon for finding top-tier PMM talent. Our extensive network and expert insights connect you with the perfect candidates who can take your partner program to the next level.

Contact us today, and let’s build your dream team together.