Partner specific messaging – Yes! It’s fun and easy!


I recently wrote a blog on partner enablement. In that blog, I covered the 4 areas of your marketing to consider as you create a partner enablement program, whether it’s an OEM, channel, reseller, distributor, or technology partner. Collectively I’ll call this group “Partners”. I added #5, but we’ll talk about that in a future blog!

  1. Strong Messaging
  2. Content
  3. Demand Generation
  4. Access to material
  5. Importance of relationships

In this article I’ll go into more detail on the benefits of Strong Messaging.

Strong messaging that communicates your value proposition is essential for any organization. If you don’t know where you win and why, it is nearly impossible to communicate your value to your market. That’s why basically every organization has developed messaging.

Taking your messaging and making it available for your Partners is not just handing them your messaging document. You should consider their target markets, the products they sell, and their strengths. Spending some time tailoring your messaging to your Partners will yield better revenue results and will also make it easier for them to sell your product.

Make it easy for your partners to position and sell your product!

I have done partner specific messaging many times.

  1. Start with your messaging including product benefits, markets, verticals, and where you win.
  2. Gather your partner’s product line information. Identify where your product fits within their portfolio. For example
    • If they sell other storage products, what is the strength of your product relative to the other storage products.
    • If they also sell compute and services, how can this be integrated with your product to create a stronger and broader message.
    • Identify product solutions they specialize in (i.e. Exchange or a database solution) and where your product works well.
    • Gather your partners branding and high level messaging.
  3. Conduct a pre-messaging document meeting to discuss the information gathered.
  4. Edit the corporate messaging document for the partner. I consider their branding and voice and write like they talk to their customers.
  5. Conduct a post-messaging document meeting to review the messaging, adjust as needed, and get sign-off.

This may sound like a lot of work, but its not. When you know your product and your partner, it’s a fairly quick task to update your messaging.

Partner specific messaging will not only make it easier for your partner to sell your product but you have the opportunity to make sure they inherently understand the value proposition of your product which ultimately yields better revenue results.


About the author: Kim McMahon has performed sales and marketing for more years than she cares to count. She writes frequently on marketing, life, the world and how they sometimes all come together.