Partner Enablement
Part of Partner enablement and communication
Writing a practical partner marketing guide
Plan a partner marketing guide around real decisions, verified offer claims, visible conditions and a clear update owner.
A partner marketing guide should let someone answer an offer question without guessing. Build it around partner decisions: who the offer suits, which conditions apply, what partners may say, and who to ask when an answer is uncertain.
Build the contents from partner tasks
Ask a partner contact to walk through an upcoming customer conversation or campaign. Note where they need an answer, then organise the guide around those points:
- Offer at a glance:the customer problem, intended audience and next step.
- Verified description:capabilities, prerequisites, exclusions and who confirmed them.
- Partner role:what the partner handles and what goes to the other team.
- Message boundaries:verified claims, adaptable examples and wording that needs review.
- Help and updates:the current version, section owners and a route for reporting errors.
Keep long training material and campaign schedules elsewhere. The guide's job is to make the current answer easy to find.
Keep conditions beside claims
If a capability requires a particular account or setup, place that condition beside the description partners will reuse. The ACCC says it can require businesses to back up claims they make about their products or services. Have the offer owner check both the short description and any customer-facing copy.
Label material as a verified claim, an illustrative example or requiring confirmation. An example can explain a workflow, but it should not become a promise about a result that has not been established.
Give updates an owner
Show the version and last review date. Name the owner of each section and the route for correcting a wrong answer. When wording changes, tell affected users which older material to replace. A correction made only in a slide deck leaves the shared guide unreliable.
If the guide contains an email template, make clear that the template does not establish permission to send it. Check applicable requirements before using it.
Before sharing the guide widely, give someone unfamiliar with it a realistic buyer question and ask them to find the answer and its conditions. Revise anything they cannot locate or interpret.
