Smarter Marketer: Partner Marketing Blindspots

Smarter Marketer: Partner Marketing Blindspots 

An interview with Manish Sablok

In this edition of Smarter Marketer, we delve into the critical blind spots that Technology and Software vendors face in Partner Marketing. Manish Sablok, Vice President of Marketing and Independent Consultant, shares his insights on how vendors can overcome these challenges to create long-term joint value, mutual profitability,  and differentiated experience in their partner ecosystems.

Are These Your Blind Spots? A Provocation for Vendors

Partner Marketing is evolving, but are you missing critical elements in your strategy? Manish challenges Partner Marketing leaders to rethink their approach and question whether they have truly addressed the following:

Building Around Lifetime Value

Have you designed your Partner Ecosystem Marketing programs to drive value at every stage of the customer lifecycle—from adoption to retention? Or are you still focused solely on the transactional buying cycle? Lifetime value should guide your Partner's strategies and actions.

For more on this, hear directly from Manish by registering for his LinkedIn Newsletter where he shares thought-provoking insights bi-weekly.

Enabling Partners to Market across Customer Lifecycle

Do your partners have the resources, training, and tools they need to effectively market to your customers? Many vendors focus heavily on partner recruitment but leave gaps in enablement. A differentiated enablement program empowers partners to engage customers seamlessly to present joint value—are you delivering on this promise in your partner journey?

Competency-Based Personalised Marketing

Are you tailoring your support and resources to align with partner competencies? Vendors often miss opportunities to maximize impact by overlooking and aligning to partner-specific strengths. Customization here can transform your ecosystem and create a powerful impact.

Ecosystem Thinking

Are you fostering collaboration between your partners, or are you only thinking about individual value creation? Manish encourages vendors to embrace an ecosystem mindset—one where Partner A and Partner B work together to deliver greater customer value. This shift can redefine profitability and satisfaction.

Digitizing the Partner Journey

Is your partner's journey and processes digitised to meet today’s 21st-century expectations? Technology can simplify the partner journey, improve analytical and data transparency, significantly enhance the experience, and enable collaboration. Many blindspots stem from a lack of actionable data insights and therefore lack opportunity for continuous optimisation and transformation.

Consider tools like EdisonAI to uncover insights and empower smarter strategies.

Value Creation Beyond Transactions

Is your partner program's focus still limited to go-to-market and transactional activities? Vendors who succeed are those who invest in value-driven program approaches, recognizing adoption, retention, and customer support as key touchpoints. Blindspots here can mean lost opportunities for customer experience, growth, and advocacy.

Bridging the Gaps: Moving Toward Smarter Partner Marketing

Manish highlights that addressing these blind spots requires a long-term commitment—it can take 15+ months to transform a program. Success demands clear roadmaps, alignment, and a readiness to rethink traditional practices. Are you prepared to invest the time and resources needed for this shift?

Updated Partner Segmentation

With our new segmentation capabilities, identifying the right Partner for the right program has never been easier. EdisonAI enables you to see which Partners are ready for which campaigns based on their alignment, marketing skills, and engagement scores. This ensures your efforts are always targeted and impactful.

Action Steps to Get Started:

• Prioritize value creation across the customer lifecycle.
• Enable and encourage collaboration among partners.
• Invest in technology that simplifies and digitizes partner interactions.
• Build trust and ensure your goals align with those of your partners.

Final Thoughts

“With this product release, we’re pushing the boundaries of what’s possible in data-driven Partner Marketing even further,” said Pascale Smith, EVP of Strategy at The Sherpa Group. “With features like Partner Engagement scoring, global benchmarks, and enhanced segmentation, EdisonAI empowers Partner Marketing teams to thrive in a rapidly evolving ecosystem—enabling them to make smarter decisions and drive measurable impact.”

Manish’s insights provoke a fundamental question: Are you aware of your blind spots? Addressing these gaps can position your Partner Marketing strategy as a driver of long-term profitable growth and sustained differentiation. The future belongs to vendors who challenge the status quo and reimagine their role as enablers of partner ecosystem success.

• Want to hear more from Manish? Register for his Newsletter on LinkedIn to stay ahead of the curve.
• Want to keep up-to-date with our latest insights? Join the conversation and our Partner Marketing Leaders Community today.
• Think your blind spots are due to a lack of data or insights? Explore how EdisonAI can provide the clarity you need to transform your strategy.