Partnership campaigns die in execution because two teams with different priorities try to coordinate without a shared plan. A structured plan locks the content split, the distribution commitments, the lead-routing logic, and the reporting cadence before either team starts building.
A partnership campaign plan covers the joint asset (webinar, ebook, podcast, integration launch), the content split between teams, the distribution commitments from each partner (email list size, social reach, paid budget if any), lead routing and ownership, joint vs separate landing pages, the measurement plan, and the post-campaign debrief. Legal review and brand approvals get tagged as separate tasks because they are usually the slowest step.
Joint asset scope and content split agreed. Distribution commitments documented. Lead routing logic defined. Landing page or registration flow built (joint or separate). Brand and legal approvals secured. Promo cadence coordinated.
Both teams promote in coordinated windows. Joint asset goes live or live event happens. Real-time monitoring of registrations and engagement.
Leads routed per agreement. Follow-up sequences fire from both sides without overlap. Joint reporting compiled (registrations, attendance, qualified leads, pipeline). Debrief between partner teams. Decision on next collaboration.
Things teams routinely miss when they plan a partnership campaign without a structured checklist. The TinyGTM plan flags these as gaps.
Partnerships work when both audiences benefit and the asset is genuinely useful to both lists. Co-hosted webinars, joint research reports, and integration launches usually outperform pure logo-swap deals. The plan adapts to either model.
Split by strength: one team writes, the other designs, or each takes a section of the asset. Document the split in the plan so nothing falls through the cracks.
This needs to be agreed before launch. Common models: both teams get the full list, leads are split by primary domain or behavior, or one team owns leads from their channels and the other owns theirs. The plan flags this as a pre-launch decision.
Joint landing pages keep messaging consistent and simplify reporting. Separate landing pages let each partner optimize for their own funnel and audience. The plan includes this as a pre-launch decision.
Joint metrics: registrations, attendance, qualified leads, pipeline created. Each partner also tracks their own attribution from their channels. The plan includes shared reporting as a post-launch task.
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