What if marketing
created value
differently?
Two early-stage experiments in targeted account engagement and scalable partner-marketing support.
A pilot and a proposition.
Honest about their stage.
Neither became a finished, mature programme during my time there. These projects demonstrate experimentation, feasibility work and commercial thinking, rather than a completed large-scale success story.
Start with the account.
We identified a deliberately small group of strategically relevant, difficult-to-engage accounts and tested more focused activity in collaboration with sales.
Focused Account Set
A deliberately small group of strategically relevant, difficult-to-engage accounts.
Test and Learn
Different combinations of targeted digital outreach, personalised content and direct engagement were tested.
Early Commercial Signal
Some previously difficult-to-engage accounts subsequently opened new sales conversations. Encouraging evidence of potential, rather than proof of a mature programme.
What a stronger next test would need.
A clearer comparison
Stronger account scoring and control groups to understand what changed.
Deeper integration
More personalisation, closer CRM integration and a clearer sales and marketing view.
Time to learn
A longer measurement period before drawing broader conclusions.
Could marketing become part of the partner proposition?
A partner request for additional go-to-market support prompted a broader question: could a technology distributor help partners take products to market, as well as supply them?
The proposed model connected practical content support with campaign planning, analytics, automation and strategic consultation. It remained a developed concept and feasibility exercise rather than a launched service
Support shaped around partner need.
Assets that help partners act.
Tailored content, social and email assets, web banners and campaign materials.
A clearer route to market.
Digital strategy, campaign development and practical guidance matched to the partner’s capability.
Know what is working.
Reporting and performance insight to support better campaign decisions.
Build repeatable delivery.
Tools, processes and automation that could support a scalable service.
A phased route, not an immediate launch.
Establish feasibility
Build the business case, understand partner demand and align stakeholders.
Build delivery capability
Define onboarding, project planning, staff capacity, tooling and initial tests.
Learn before scaling
Use performance monitoring and partner feedback to refine the offer before wider expansion.
A stronger partner proposition.
Potential improvements in partner satisfaction, retention and go-to-market effectiveness, with different commercial models considered.
Demand must match capacity.
Tools, people, onboarding and partner willingness to pay all needed consideration. A service that demand outgrew could undermine its own value.
“Sometimes marketing can help imagine what the proposition could become.”
Chris Dale
More connected thinking.
Have an opportunity worth testing?
Looking for a senior marketer who connects strategy, creativity and commercial thinking?