Case 3 of 4 · Emarsys

Partner Ecosystem Strategy

Strategic partners in two quarters

The channel needed a clear strategic role before it could gain traction.

We defined the role of the ecosystem and aligned product, sales, marketing, and partnerships around it.

The situation: Emarsys had a partner manager but limited traction. The instinct was to generate more partner activity.
What I saw: The channel lacked a clear role in the company’s growth strategy. Product, sales, marketing, and partnerships were not working from shared priorities or a common operating model.
The growth move: Define what the ecosystem was there to accomplish, identify the right partner priorities, and connect the relevant teams around one approach.
My role: I designed the ecosystem strategy, partner priorities, operating cadence, and co-marketing support, then built and launched the global Technology Partner Program.
The result: Three strategic partners in the first two quarters, providing early validation of meaningful partner demand.

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