How do you communicate and coordinate effectively with your partner throughout the joint marketing campaign?

Once we've aligned on the joint objectives for the work, I always ask the partner "what can I do to make sure this is the most successful project possible for you"? There are often things beyond the objectives that are helpful to know as we work together.

The most successful partnerships live at the intersection of: 1. Provides value to consumer/customers in a way one company alone could not. 2. Provides value to company A through the assets/IP/capabilities company B has to offer. 3. Provides value to company B through the assets/IP/capabilities company A has to offer. When these 3 conditions are met, it will become clear how to best partner and define the metrics for success.

Communicating and coordinating effectively with partners during a joint marketing campaign is key to making sure everything runs smoothly. Kick things off with a clear, shared plan that outlines each party's responsibilities, timelines, and communication preferences. Regular check-ins are crucial- set up weekly or bi-weekly meetings to discuss progress, tackle any issues, and adjust strategies as needed. Use collaboration tools like shared documents, project management software etc. to keep everyone updated and make sure information is accessible to all relevant parties. Listen to partners' input and be ready to adapt - this can make all the difference in handling the dynamic nature and multiple stakeholders in a joint marketing campaign.

Partner marketing can be a game-changer—a cost-effective demand gen tool and a way to seem bigger than you are—but you have to set the right expectations. A partnership won't be a magical source of endless opportunities and leads without any effort, so be sure you're ready to put in the time it will require. Be clear on how the partnership will help your business. Ask yourself questions like: Who is your target audience? How will you reach them? Be realistic about what you can accomplish. If your partner isn't an exact match for your target market, understand that the benefits of the partnership will be around credibility and building recognition. Finally, don't forget to have a plan for measuring—and celebrating—success.

Setting up specific goals, defining KPIs, and consistently tracking and analyzing the results is key. Regular check-ins throughout the campaign also enable both teams to learn, adapt and evolve with the campaign results as they go. This helps in identifying what worked well and what needs to be improved in future campaigns.

3 things that we need to ensure when collaborating with partner org are: 1. Establish a process for approvals: Agree on a process for approving marketing collateral and content to ensure that both brands are in sync and deliver a unified messaging and branding experience. 2. Allocate resources: Ensure that both teams have allocated the necessary resources to support the campaign, including staff, budget, and tools. 3. Establish accountability: Hold both teams accountable for their commitments, and be transparent and open about any issues or challenges that arise.

The joint campaigns mentioned are with large B2C companies, however for B2B events it can be harder to find the right approach to targeting the ICP that both companies are focused on. Some of the most enjoyable and beneficial results have come from joint in person events. Both companies bring their clients to an event that would be a good prospect for the other partner. Ensure the investment on spend matches the revenue potential of new business. After years of working from home, getting time with your clients face to face, showing off your companies capabilities on site is a nice way for you and your clients to change up the daily routine. Clients get to learn, make connections in with your other clients and you build a lasting bond.

When partners accept they are in one ecosystem they realize that they have to ensure the survival and, in fact, the thriving of their partners. Only then do they maximize the benefit. @Dish Networks was an amazing partner to the hospitality community during the COVID crisis. They went above and beyond their contractual obligations to make sure their hotel and dealer partners survived. They did this by being creative and offering price and package concessions to the hotels when they were at all time low occupancy rates. That is a true partner.

Authenticity is key to creating brand loyalty, as J. Cole masterfully demonstrates. In 2013, Jay Brown of Roc Nation proposed a $1 concert series, nodding to Cole's first mixtape sale. The "Dollar & A Dream" tour merged gratitude and humble beginnings, and fans loved it. J. Cole performed older songs, and his ticket strategy (proceeds donated to The Dreamville Foundation) has since paid off with almost $60 million in traditional concert tours. The secret to J. Cole's success? Wit, authenticity, and gratitude—making fans feel part of the journey while staying true to his brand.

Establishing clear goals and KPIs at the beginning, agree on tracking and reporting and then having a discipline of governing is critical to the success.

Completely agree; joint celebration creates a positive vibe in the marketplace. Whether it is small or big, celebrating every joint success is important. we are an IT service provider, and along with a domain specialist we won a large cloud management deal, and we celebrated it with a press release and on social media - this led to another new opportunity for us to jointly bid.