Partner Marketing, Part 1: Consulting Growth
If you’re providing services based on a specific technology or platform, you may be able to leverage their marketing and sales to get leads. This is called channel marketing or partnership marketing.
It essentially refers to the power of promoting your own consulting or professional services business through the technology or platform partners you’re working with.
What’s critical to understand is that these technology providers are not always in a position to provide a full range of in-depth training, consulting, implementation, content production, and support for their own technologies.
That’s where your opportunity lies. When you provide outstanding service for your partner’s product or technology and broadly help to strengthen and empower the client “ecosystems” that develop around the technology, you’ll distinguish your own consultancy, and that technology partner will be more likely to bring you leads, comarket, and collaborate on sales presentations.
Counterintuitive? Yes. Unique opportunity to leverage another brand to grow your consultancy? Yes, if you partner with the right technology providers, and you do the work to stand out.
