Solutions/Partner & Channel Marketing

Partner and channel marketingfor B2B technology companies

Partner marketing for technology and SaaS companies that resell, build on or deliver vendor technology. We turn your vendor partnerships into a strategic growth engine, with a joint story, co-selling plays and MDF-funded demand.

Book a partner call→See what’s included
A walker crosses a narrow bridge spanning two cliffs towards an open valley

The partner GTM & MDF plan at a glance

Duration

3 to 4 weeks

Format

Fixed scope, fixed fee

Led by

Partner marketing specialists with Microsoft, AWS, Cisco and Veeam experience

You leave with

A partner value proposition, a joint story and an MDF plan

Measured on

Vendor engagement and co-selling first, then shared pipeline

The problem

Signs your vendor partnerships are underused

Partnerships unlock tremendous value. These are the signs you’re leaving it on the table.

01 / 04←→

We sound like every other partner selling the same stack

There’s no joint value proposition with our vendor, so buyers default to price or the incumbent.

We can’t show the vendor what their MDF delivered

Without proof of performance or pipeline evidence, next year’s allocation shrinks.

MDF expires before we use it

No plan, no capacity and no claim-ready proposal, so the money goes back.

We’re not top of mind with our vendor’s sales teams

Co-sell referrals go to the partners their account managers know and trust.

Let’s get to work→

60%

of allocated market development funds (MDF) goes unused every quarter.

Source: Omdia, 2026

Partnerships are strategic, not transactional. The value sits in what you and your vendors build together, and every unclaimed dollar is growth left with the vendor.

The answer

Four parts of a partnership that creates value

A clear reason to choose you, a joint story your vendors back, funded campaigns and a presence where customers now buy.

Partner positioning and specialisation

Why buyers should choose your team for this vendor’s technology, not the partner down the road.

  • Partner value proposition
  • Specialisations and solution areas
  • Partner landscape analysis

Joint value propositions and co-selling

A shared story with your vendors and plays their account teams can use, so co-sell deals come to you.

  • Joint value propositions
  • Co-sell plays and briefings
  • Partner-to-vendor marketing

MDF and co-marketing

Market development funds planned, claimed and turned into pipeline, with the proof of performance vendors need.

  • MDF and co-op planning
  • Co-branded campaigns
  • Proof-of-performance reporting

Marketplace and partner-led demand

Marketplace listings, private offers and partner-led campaigns that reach customers where they now buy.

  • Marketplace listings
  • Partner landing pages and content
  • Pipeline reporting to vendors
Build your partner growth plan→
Your partner model

For services-led and software-led partners

Services-led partners win on expertise and outcomes. Software-led partners win on what they build on the vendor’s platform. Both need a story that sets them apart and a vendor relationship that brings them deals.

Need your core story first? Start with GTM & Brand Strategy

Services-ledSoftware-led

Services-led

MSPs, MSSPs, VARs and integrators

For partners delivering Microsoft, AWS, Cisco and Veeam solutions and managed services.

  • A specialisation buyers and vendors recognise
  • Co-sell plays with vendor account teams
  • MDF campaigns with proof of performance

Software-led

SaaS companies and ISVs

For software built on, integrated with or sold through vendor and hyperscaler ecosystems.

  • Marketplace listings and private offers
  • Joint solution briefs with the platform vendor
  • Co-marketing that reaches the vendor’s customers
Plan your partner growth→
The journey

From partnership to pipeline in four stages

Built on our Labyrinth Method, aligned to your vendors’ programme calendars.

Weeks 1 to 2 · Discover

Map the ecosystem

Vendor, programme, tier and funding review.

Weeks 3 to 4 · Design

Build the joint story

Partner value proposition, joint story and MDF plan agreed with your vendors.

Months 2 to 3 · Systemise

Launch co-marketing

MDF-funded campaigns, co-sell plays and marketplace listings go live.

Ongoing · Optimise

Report to vendors

Pipeline and proof-of-performance reporting every quarter.

Start your MDF plan→
Where you land

A partnership that generates pipeline

  1. A partner value proposition that sets you apart
  2. Joint value propositions for priority vendors
  3. Co-sell plays your vendors’ account teams can use
  4. An MDF plan matched to vendor programme rules
  5. Co-branded and marketplace campaigns ready to launch
  6. Proof-of-performance and pipeline reporting for vendors

Where to start

Put this year’s MDF to work

A joint value proposition and a plan to claim and use your market development funds before they expire.

Book your MDF review
Claim your MDF→
Who it’s for

Built for partners who sell, build on or deliver vendor technology

MSPs and MSSPs

Managed services built on Microsoft, AWS, Cisco or Veeam.

VARs and systems integrators

Reselling and implementing vendor technology for mid-market and enterprise.

SaaS companies and ISVs

Software sold through, or built on, vendor and hyperscaler ecosystems.

See if we’re a fit→
Good questions

Partner and channel marketing FAQs

Something else on your mind? Ask us directly

What is partner marketing for technology resellers?

Partner marketing helps companies that resell, deliver or build on vendor technology win more business with their vendors: a clear specialisation, joint value propositions, co-selling, MDF-funded campaigns and marketplace presence.

Which vendor programmes do you work with?

Most often Microsoft, AWS, Cisco and Veeam, as well as other technology vendors’ co-marketing programmes.

Can you help us claim MDF we’ve already been allocated?

Yes. We plan activity that meets programme rules, run it and prepare the proof of performance vendors need.

How do you help us stand out from other partners of the same vendor?

We define the specialisation, proof and point of view that make you the obvious choice for a defined set of customers, then make sure your vendor’s account teams know it too.

How do you measure partner marketing?

We track vendor engagement first: co-sell referrals, joint campaign response and partner tier progress. Those signals lead the shared pipeline and the proof-of-performance reporting vendors need.

What comes next

Five solutions, one route to revenue

01 / 05←→
You are here
Partner & Channel MarketingJoint value propositions and MDF-funded demand.
GTM & Brand StrategyICP, positioning, messaging and a 90-day plan.
Brand Identity & ContentVisual identity, sales enablement and a content engine.
AI Search & WebWebflow sites, technical SEO and visibility in AI search.
Demand Gen & RevOpsABM, demand programmes, CRM and attribution.

Ready to Get Closer?

The First Connection Is All About You

Start with a straightforward conversation about where you are and where you want to grow.

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