Alignment, Mutual Value, and Clear Execution: The Key to Partner Success
Shared goals, clear priorities, and constant communication will ensure cross-functional success with internal and external partners.
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Marketing is a combined effort of teams across an organisation, working towards the same goal. Ever so often, marketing teams get so occupied tracking their core metrics, they forget the significance of partnerships and the need for maintaining a well-oiled relationship with internal and external partners.
Alignment, mutual value, and clear execution—these are the key principles that if followed, can deliver fruitful results for partner marketing, says Dalia Mansour – Senior Field Marketing Manager, ANZ, ASEAN and MEA at Sprinklr, the unified CXM platform.
“It’s about building sustainable partnerships, not just one-off campaigns. The strongest partner programs create continuous value through enablement, joint storytelling, and customer co-creation,” says Mansour. A results-driven marketing leader with over 12 years of experience in B2B tech, she specialises in multi-channel demand generation and partner marketing strategies.
Dalia is passionate about aligning marketing strategies with business goals to deliver measurable results—a key characteristic necessary for all marketing leaders today. Talking to Martechvibe, she discusses how organisations can best align cross-functional teams to work towards a unified goal, while staying aware of worthy performance metrics.
Excerpts from the interview:
1. How do you prioritise channels in a multi-channel strategy, and how do you adapt the messaging for each channel to maximise engagement?
I focus on where the audience is most engaged and what’s driving impact. Data guides the decisions—conversion rates, engagement levels, and ROI. Messaging has to fit the channel; what works in a LinkedIn post won’t work the same way in an email or an event. It’s about meeting people where they are with the right message.
ALSO READ: More Isn’t Better, Focus on Cross-Channel Optimisation
2. Partner marketing can be a powerful growth lever. What do you think are the key ingredients for a successful partner marketing strategy that drives long-term results?
Alignment, mutual value, and clear execution. The best partnerships don’t feel forced—they complement each other and create a seamless experience for customers. Long-term success comes from real collaboration, co-marketing that feels natural, and making sure both sides are invested in driving results.
3. What are the key ingredients for leveraging partner marketing to drive long-term growth?
It’s about building sustainable partnerships, not just one-off campaigns. The strongest partner programs create continuous value through enablement, joint storytelling, and customer co-creation. When partners are fully engaged and see real impact, they’ll keep amplifying your brand and expanding your reach over time.
4. What are some of the most underutilised metrics or data points that brands often overlook when optimising their marketing performance?
Brands often prioritise easily measurable metrics like clicks and impressions, but deeper insights—engagement quality, sales velocity, share of voice, and brand sentiment—provide a clearer picture of impact. The dark funnel also plays a role, influencing decisions through word-of-mouth, peer recommendations, and untracked interactions.
ALSO READ: The Engagement Illusion: Identifying Invisible Barriers in Marketing
5. How can brands approach balancing short-term marketing objectives (like lead generation) with long-term strategic goals (like brand positioning or customer loyalty)?
You can’t pick one over the other; they have to work together. Lead-gen brings in quick wins, but strong brand positioning makes everything easier in the long run. I focus on layering in thought leadership, customer stories, and strategic messaging alongside demand-gen plays to make sure we’re building both.
6. With varying priorities and KPIs, how do you ensure cross-functional teams work towards a unified vision?
Shared goals, clear priorities, and constant communication. If people don’t see how their work ties into the bigger picture, it’s easy to go off track. Keeping teams connected, making KPIs visible, and making sure everyone sees the real impact of what they’re working on keeps things moving in the right direction.
