Managed Channel Marketing

Smarter Partner Concierge

Your Partners are in the program, but are they in the game? Partner Concierge helps you deliver more outcomes.

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Tactics generate leads, engagement and enablement convert them

Our Partner Marketing Benchmark analysed 3,595 leads across 146 partners.

The finding was clear. Partners in the high engagement, high enablement quadrant progressed 85% of leads. Partners missing either dimension progressed fewer than one in five. The same campaign. The same leads. A 5x gap in outcomes, driven entirely by partner context, not programme design.

The gap between program and revenue

73% of partners lack basic marketing automation

1 in 5 parters are digitally ready for early-stage engagement

53% of leads success depends on partner engagement x enablement x tactics

Partner Concierge closes that gap

Funding more tactics into partners who aren't engaged or enabled doesn't close that gap. Partner Concierge does. We work directly with your most important partners to build the engagement and enablement layer that turns funded campaigns into pipeline.

Always included

Partner Concierge

✅ Proactive 1-to-1 support

✅ Partner campaign planning

✅ Stakeholder alignment

✅ Campaign co-branding

✅ Campaign optimisation

✅ 8-week campaign support

✅ MDF, POE & PRM submission support

+ Add-on

Marketing Services

🔲 JVP & Custom Content

🔲 Nurture Support

🔲 Virtual Webinar Support

🔲 Active Intent CTA's

🔲 Partner SDR Support

Optional

Tactical Approach

🔲 Top-of-funnel / Awareness

🔲 Demand Generation

🔲 Account Based Marketing

🔲 Buyer Group Marketing

🔲 Virtual Events & Event Marketing

🔲 Customer Lifecycle Marketing

40-50%

improvement in partner satisfaction scores

30-40%

increase in partner marketing activity and engagement

25-35%

growth in revenue from supported partners

Kerstin Demko

"We have a great set of Partners; EdisonAI helps us understand our Partners potential and where we should best need to spend our resources."

Kerstin Demko

VP of Marketing

Steve Wooledge

"Investing in Sherpa to support our partner ecosystem made a huge impact. They applied their real-life channel experience to help reshape our global partner program"

Steve Wooledge

VP Global Partner Marketing

Jay McBain

"Sherpa is leading the way in using data-driven insights to identify gaps and opportunities in partner engagement, driving better recruitment and enablement."

Jay McBain

Chief Analyst

Channel Marketing

Our suite of marketing activation programs are designed to deliver more from your ecosystem. Targeted, scalable, structured.

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Campaigns:

Top of Funnel Campaigns

Demand Generation

Account Based Marketing

Optional:

Buyer Group Marketing

Virtual Events & Event Marketing

Lifecycle Marketing

Partner Recruitment

Full-service recruitment, long-term revenue driving partnerships all start with the right data to recruit the right partners.

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Program Build & Infrastructure

Program set-up

Ideal Partner Profile Creation

Campaign Creation

EdisonAI Lead Delivery Set Up

EdisonAI Reporting Set-up

Program Management

Quarterly Strategic Reviews

Program Add-ons:

New Partner Marketing Accelerator

Nurture done for you

Content Localization

Partner Intelligence

Knowledge is power. Smarter Partnership strategies, powered by our class-leading AI platform. Deeper visibility, unparalleled insights, future focussed.

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Capabilities

Campaign Manager

Full Assessment

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Partner Concierge,
Frequently Asked Questions

What is Partner Concierge?
What results can I expect from Partner Concierge
Why do partners need concierge support?
How long does Partner Concierge take?
When should a vendor invest in joint value propositions?

A vendor should invest in a JVP program when partners are struggling to articulate the combined solution in sales conversations, when co-marketed campaigns are underperforming against benchmarks, when preparing to launch a new joint GTM motion with strategic or tier 1 partners, or when scaling an existing partnership programme to new geographies or verticals. It is also a high-impact investment ahead of major partner events, QBRs, or new partner recruitment activity.