What are some of the most common challenges or problems that Partner Marketing teams run in to and how do you address/solve them?

The common challenges most partner marketers face are universal: bandwidth constraints, feeling like the “red-headed stepchild” in the org, and not having full control over resources. Often, one partner marketer is supporting 3–4 (sometimes more) partner managers—each managing 10–20 partners. Multiply that by the number of campaigns or initiatives per partner, and you quickly run into capacity issues. The partner manager is typically the quarterback, coordinating across teams, but they’re rarely the direct owner of the execution—whether that’s blog content, webinars, emails, or events. This lack of control can create friction and delays. Solving this requires leadership buy-in across the organization. Some of the most effective solutions I’ve seen include: Marketing allocating a dedicated budget for partner activities, with shared ownership between the field/event team and partner marketing. Sales carrying partner-influenced revenue goals. Product including partner engagement or integration success as part of their metrics. When partner impact is baked into cross-functional goals, it eases friction and increases collaboration. On a more human level, trust and goodwill go a long way. Don’t just make asks—contribute. Help proofread and shape the blogs you request, build the decks for partner webinars, support on logistics and backend Q&A.