SAN FRANCISCO
MARKETER’S
UNCONFERENCE

Talent and technology are expensive, making partnerships the key to shaping the future of business. Leading companies are driving innovation and unlocking growth by harnessing the power of partnerships.

Asher Mathew, a world-class thought leader and CEO of Partnership Leaders, is here to show you how to lead the way. With insights from years of working with top industry leaders, Asher will reveal how to leverage partnerships to not just stay competitive, but to take the lead.

In this keynote, you’ll dive into the trends, challenges, and opportunities that are reshaping the business landscape. Discover how to build the future of partnerships and elevate your role in driving lasting success.

Many partnerships boast impressive names but fail to drive measurable financial impact. Despite sizable investments, most programs struggle to quantify revenue and profit outcomes attributed to partners. Too often, returns remain captured in partner-influenced black boxes instead of actual topline or bottom-line results.

It’s time to get real and address why ecosystem potential rarely translates to tangible go-to-market and commercial value acceleration. In this session, we’ll provide a few solutions and discuss how successful companies are recasting partner engagement to demonstrable revenue expansion, customer retention boosts, and profitability gains.

Co-marketing offers countless advantages, but that doesn’t mean it’s easy.

You’re likely facing challenges with:

• Quality Control when it comes to maintaining consistent or approved messaging.
• Campaign Alignment, where a misalignment in goals or target audience understanding leads to lackluster or even failed initiatives.
• Resource Allocation, because partnerships teams are often under-resourced, and executing campaigns requires a lot, particularly when juggling multiple partners.

In this session, we’ll explore the challenges you’re currently facing with your co-marketing efforts and discuss concrete tactics for overcoming them.

Companies are now realizing field and partner marketing must evolve together. In this session BuyerForesight will share proprietary data collected from 500+ co-marketing events we hosted for clients with partners over the last 12 months. We conducted hundreds of interviews to understand the sponsors’, partners’ and attendees’ take on the value of co-marketing events.

Our findings underscore the importance of:

1. Strategic partner selection and pre-planning
2. Account-based targeting in collaboration with sales teams
3. Presenting joint value propositions
4. Following up promptly after events
5. Tracking the long-tail impact of event marketing

By aligning field and partner marketing strategies, companies can more effectively capture attention, build trust, and drive long-term business growth in today’s complex business ecosystems.

How do you secure the executive buy-in necessary for success?

In this session, we’ll explore strategies for positioning partnerships as a company-wide asset, including leveraging internal research to:

• Gain insights into the goals of all company departments.
• Construct a unified vision that takes into account the broader organizational objectives and clearly defines the role of partners within this framework.
• Deliver results by maximizing the potential of your partnerships using that unified vision.

We’ll debate the pros and cons of this approach and more, and participants are invited to share what’s worked (and what hasn’t) in their strategies.