How does the Partner Marketing function work? Which metrics do you focus on and how do you collaborate with different teams internally?

At Intercom, Partner Marketing is integrated deeply within the demand generation team (specifically Integrated Marketing), rather than being a standalone function. This setup fosters better collaboration, as the partner marketing lead is in tune with both the overall marketing strategies and the needs of the partnership team. This collaboration enables smoother planning and more efficient execution, allowing us to align partner activities with broader marketing goals, such as product launches or thematic campaigns. Collaboration is key: by working closely with content, product marketing, sales, customer success, and other teams, we can seamlessly integrate partners into existing marketing motions. This leads to more impactful campaigns and stronger alignment on goals. The key metrics we track include both sales and marketing indicators. On the sales side, metrics like referrals, source deals, and influenced ARR are essential. On the marketing side, we focus on acquired leads, reengaged leads, and the progression of these leads through the funnel (e.g., MQLs, S2s, closed deals). Integration installs and app usage are also critical, as they reflect direct engagement with the partner ecosystem. Over time, we track how deeper integration usage correlates with improvements in LTV, ACV, retention, and churn, helping us understand the long-term value of these partnerships. For teams just starting out, simpler metrics like event registrations and webinar attendance can provide early indicators of campaign success.