---
name: "run-the-partner-marketing-engine"
description: "Use when co-marketing needs an engine rather than a one-off: the dated calendar, account-based plays, campaign briefs, and the return narrative."
triggers: ["co-marketing calendar", "partner campaign brief", "partner ABM play", "MDF ROI narrative", "co-marketing menu", "partner marketing OKRs", "joint webinar plan"]
version: "1"
---
# Run the partner marketing engine
Use this when co-marketing needs to be evergreen rather than a one-off.
Start from the active partners, the current calendar state, the market
development fund (MDF) pool, past campaign results, and the partner field
contacts.
## Run the evergreen calendar
Dated items only. Each carries an owner on each side, the audience it
serves, and the metric it moves.
Standardise on a three-to-five format menu — email and social, a
walkthrough, a guide, a customer story — with pre-built templates. Run
one-to-many by default: one central source of truth, partners own their
own assets. Reserve one-to-one plays for proven bets.
An undated idea is a backlog line, not a commitment. Every item traces to
a plan metric or it does not ship.
## Run account-based plays with partner field teams
Named accounts per play, the play motion, dual owners, and dates.
Prioritise shared ICP and active integration users over big logos, and
gate each play on product alignment — the integration has to be real
before the story ships.
Split ownership plainly: Product owns integration quality, Partnerships
owns the relationships, Marketing owns the story. Re-score the account
list at every refresh; plays are earned by engagement, not logo size.
## Brief each campaign
The message, the proof with its approval-state flags, the assets with
their owners, and the spend lines with amounts plus the pre-approval
step.
No committed spend without the owner's yes.
## Report the objectives and the return
Return is (MDF-driven growth minus MDF cost) divided by MDF cost, with
leads, conversion, and influenced revenue against the MDF spent, in plain
language with sourced numbers.
Run only proven campaigns through the channel — test new plays with
direct teams first. Recommend reallocation of unspent or underperforming
funds quarterly on documented results; the program design owns the
reallocation decision itself.
## What you hand back
The dated calendar, the account-based plays, the campaign briefs, and the
objectives-and-return report.
## Fallbacks
No budget means an organic-only calendar, and you say so. No past results
means the first quarter sets baselines rather than grades.
Partner-facing assets and any spend wait for your yes.