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Partner Marketing Director

4 months ago

Minneapolis, United States Varicent Full time

A named leader by Forrester in the sales performance management space, Varicent was founded in 2005 when we pioneered sales performance management software. Evolving quickly to become the fastest growing software company in North America according to Deloitte's Fast 50™ in 2010, Varicent was acquired by IBM in 2012 and has since been re-founded as an independent global business serving mid-size and enterprise clients with our full suite of solutions to assist in smarter territory and quota planning, efficient lead to revenue operations, and the fastest and most flexible way to pay sellers accurately and on-time. We are looking for talented, driven people that can make an impact across our organization.

The primary purpose of this role is to drive and execute partner marketing programs that simultaneously shape the category narrative around "Rethinking SPM" and actively contribute to our pipeline and revenue goals. This position is designed to leverage thought leadership, events, enablement, and collaborative partnerships to directly influence and increase our market presence and sales outcomes. By integrating these efforts, the role aims for results that create a substantial contribution to our pipeline and revenue. As the SPM sector undergoes significant transformation, it is imperative for Varicent to define this evolution and establish itself as the market leader. This job was created to enable us to proactively engage with trusted partners and influencers, shape strategic narratives, and enhance our visibility and credibility among key decision-makers. This strategic alignment is crucial not just for leading the conversation but also for driving substantial pipeline growth and revenue, reinforcing our partnerships as central to our growth strategy and ability to innovate within the marketplace.

What You'll Do:

    • Develop and Execute Partner Marketing Programs and Strategies: Design overall partner marketing program and tailored marketing strategies for each partner, taking into account their expertise, specific market focus and the synergies with Varicent's offerings. This includes planning and executing joint marketing plans that align with both Varicent's and the partners' business objectives.
    • Manage Co-Marketing Initiatives: Oversee the development and execution of co-marketing activities such as co-authored white papers, joint webinars, case studies, and events. This role involves closely collaborating with partners to ensure that all marketing materials meet brand guidelines and achieve strategic goals.
    • Strengthen Partner Relationships: Act as the primary marketing contact for partners, maintaining and growing relationships through regular communication and strategic engagements. This includes understanding partner needs, aligning resources, and facilitating access to marketing development funds (MDFs) where applicable.
    • Drive Lead Generation and Pipeline Contribution: Leverage partnerships to drive lead generation and contribute to the sales pipeline. This involves coordinating with sales and partner teams to ensure leads are properly tracked, nurtured, and converted into opportunities that benefit both Varicent and its partners.
    • Measure and Optimize Partner Marketing Performance: Implement metrics and KPIs to assess the effectiveness of partner marketing programs. Regularly analyze performance data to identify trends, measure ROI, and adjust strategies as needed to maximize impact. This also includes sharing insights and successes with internal stakeholders to demonstrate the value of partner contributions to Varicent's growth.
    • Strategize and Optimize Influencer Engagement: Develop and implement a comprehensive influencer strategy that leverages and complements the broader partner marketing efforts. This includes identifying key influencers within the SPM industry and related fields, managing relationships, and leveraging these influencers to amplify brand messages and drive thought leadership. The role would involve coordinating influencer activities that align with corporate-level category and brand goals as well as joint marketing initiatives with GSIs, ensuring consistent messaging and maximizing market impact.
What You'll Bring:
    • Experience
    • Overall Experience: Minimum of 8-10 years in marketing, with a significant focus on B2B marketing.
    • Partner Marketing Experience: At least 5 years specifically in partner marketing with global systems integrators and consultancies or closely related roles, such as alliance management or business development within technology or enterprise software sectors.
    • Industry Experience: Solid understanding of the enterprise software landscape, ideally Sales Performance Management (SPM), Customer Relationship Management (CRM), and/or other business management software solutions. Familiarity with the competitive dynamics in these areas is beneficial.
    • Program and People Management Experience: While initially an individual contributor role, experience in leading cross-functional projects or managing small teams is advantageous
    • Required and Desired Skills & Knowledge
    • Required Skills:
    • Proven capability in developing and executing marketing programs and strategies with global systems integrators, business partners and influencers.
    • Excellent storytelling and communication skills, capable of conveying complex concepts in a clear and engaging manner.
    • Demonstrated ability to operate proactively, with a knack for initiating projects and driving them to completion without extensive oversight.
    • Experience in leveraging data to measure marketing impact and make informed decisions.
    • Strong writing skills with an ability to create compelling partner and influencer marketing materials
    • Desired Skills:
    • Background in working with global system integrators and understanding their business models and value drivers.
    • Creativity in problem-solving, particularly in scenarios involving multiple stakeholders or partners.
    • Skills in negotiation and relationship management, crucial for dealing with partners and influencers.
    • Familiarity with digital marketing tools and platforms, including social media, content management systems, and marketing analytics tools.
    • Education Requirements
    • Minimum Education: Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
    • Preferred Education: Master's degree in a related field or an MBA, which may be beneficial but not mandatory.
Success Outcomes:
    • 1-3 Months
    • Own: Quickly immerse into both existing and pending partner plans..
    • Teach: Share early insights and successful approaches to partner marketing with the internal team, helping to elevate the overall knowledge and strategies employed by Varicent.
    • Learn: Rapidly understand Varicent's products and partner dynamics, focusing on how these can be leveraged to enhance partner relations and program effectiveness.
    • Improve: Initiate enhancements to current partner plans based on initial evaluations and feedback from key stakeholders, ensuring they are fully optimized for success.
    • Accomplish: Demonstrate immediate value by effectively managing partnerships and setting up frameworks for new partner plans where needed. Establish strong communication channels with all partners.
    • 4-6 Months
    • Own: Take full control over the daily management and strategic direction of partner marketing initiatives. Start developing plans for potential new partners while enhancing existing engagements.
    • Teach: Provide structured training and workshops based on insights gained from ongoing campaigns and partner interactions.
    • Learn: Continue to integrate feedback from all stakeholders to refine the approach to partner engagements and joint marketing efforts.
    • Improve: Adjust marketing strategies based on performance analytics and partner feedback to further enhance the effectiveness of joint initiatives.
    • Accomplish: Successfully execute key marketing initiatives with partners
    • 7 Months & beyond
    • Own: Oversee a comprehensive partner marketing program, driving continuous improvements and seeking new opportunities for expansion.
    • Teach: Mentor emerging leaders within the team, sharing best practices and fostering a culture of innovation and proactive market engagement.
    • Learn: Stay updated with industry trends and potential shifts in the partner marketing landscape to keep Varicent at the forefront.
    • Improve: Continuously seek to innovate and expand the partner marketing strategies to accommodate changing market dynamics and partner needs.
    • Accomplish: Exceed established targets for partner-driven revenue and pipeline contributions, setting new benchmarks for future growth.


Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. If you require accommodation at any time during the recruitment process please email accomodations@varicent.com

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