A Partner Marketing Fund (PMF) is a specific type of co-op fund that partners can apply for to support marketing activities aimed at generating demand, increasing brand visibility, or driving pipeline growth. PMFs are typically allocated based on partner tier, region, or strategic priorities, and are used to co-invest in initiatives such as events, digital campaigns, content creation, and localized promotions.
Key components of a Partner Marketing Fund often include:
- Application and Approval Process: Partners submit proposals outlining the campaign scope, objectives, target audience, and expected outcomes for vendor review.
- Eligible Activities: Examples include webinars, trade shows, digital advertising, social media promotions, email campaigns, and content syndication efforts.
- Funding Allocation: PMFs may be tied to a partner’s program tier (e.g., Gold or Platinum partners receive higher funding) or targeted to specific geographic markets or verticals.
- Co-Branding Requirements: Marketing materials funded through PMFs usually need to adhere to brand guidelines and feature both partner and vendor branding.
- Reporting and ROI Tracking: Partners are often required to submit post-campaign reports detailing results such as leads generated, conversions, or audience engagement.
Partner Marketing Funds are commonly used in SaaS, technology, manufacturing, and channel programs to expand reach, accelerate demand generation, and empower partners to actively promote vendor offerings. They create a shared investment model that benefits both parties.