The company is a modular cybersecurity platform for small and mid-sized businesses. I was Director of Corporate & Product Marketing.
The challenge: pivoting to partnerships
The original PMF was disintegrating before our very eyes, and the competition against major names was steap. After examining the market opportunities, we pivoted towards MSP relationships. We needed to create the relevant programs, processes, and contents that would support this pivot, fast because our existing marketing material assumed a direct buyer.
Partners needed to understand the PMF for their offerings specifically when combined with those we were going to partner on in order for them to be able to make an educated decision about whether they could commit and what they could commit to.
The solution
I wrote the proposal and then shared and collaborated with the rest of the leadership team to tweak, correct and edit before finalizing and distributing to partner stakeholders for them to leverage when relevant.
My job was to give a partner enough to make an informed decision about reselling the product. We created our initial proposal specifically for partners needing to add endpoint protection to their offering, so I created the document with that emphasis in mind:
- About Coro
- How Coro Works
- Coro Architecture
- The Modules
- Scope of Included Functionality
- Overarching features and functionality
- Endpoint security features and functionality
- EDR features and functionality
- The Coro Agent
- The Workspace
- Managed Services
Where it went
Out with every partner prospect interested primarily in endpoint protection received the document.
Why
Partner sales and support is not that much different from a product marketing job that does enablement for its own teams. Partners, like your sales, also need to get the information before going to market, and they need help in making sure they have the right content for the right points during the building of this relationshiip.
