Use when co-marketing needs an engine rather than a one-off: the dated calendar, account-based plays, campaign briefs, and the return narrative.
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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.
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.
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.
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.
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.
The dated calendar, the account-based plays, the campaign briefs, and the objectives-and-return report.
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.
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