OverviewAbout the Role
The Partner Marketing Lead is responsible for developing, executing, managing, and measuring Hyland's partner-led demand generation strategy across priority VARs, resellers, distributors, and channel partners. This role owns the SELL marketing motion, partnering closely with Partner Sales, Partner Business Managers (PBMs), Demand Generation, Field Marketing, and Sales to create scalable partner marketing programs that generate net-new demand, partner-sourced pipeline, and revenue. The role combines strategic ownership with hands-on execution and serves as the marketing lead for determining where and how Hyland invests in partner-led demand.
Here's What You'll Do
- Own the SELL Partner Marketing strategy and annual/quarterly GTM plan across priority VARs, resellers, distributors, and channel partners; develop partner segmentation and prioritization based on market opportunity, growth potential, partner capability, pipeline opportunity, and strategic alignment
- Build scalable partner-led demand programs aligned to Hyland's global campaigns, vertical priorities, and regional pipeline needs; translate Hyland campaigns into partner-ready campaigns and campaign-in-a-box programs that partners can activate within their markets
- Develop joint marketing plans with priority partners, PBMs, Partner Sales, Field Marketing, and Sales; define target audiences, ICPs, offers, campaign journeys, activation strategies, and pipeline expectations for partner demand programs
- Own the marketing strategy for MDF/BDF investment, including prioritization, expected return, activation requirements, and performance measurement; partner with Integrated Campaigns & Activation resources to build, launch, measure, and optimize partner campaigns
- Establish pipeline targets and performance expectations for priority partner programs; measure and report partner marketing performance including partner-sourced pipeline, opportunities, bookings, campaign conversion, and marketing ROI; identify successful programs that can be standardized, reused, and scaled across multiple partners and markets
- Build strong relationships with priority partners and internal stakeholders; regularly assess partner performance and recommend where Hyland should increase, maintain, change, or stop marketing investment; represent Partner Marketing in GTM and pipeline planning discussions
Technology Tools
Role Essentials
- Proven experience in channel or partner marketing, including demand generation strategy and execution across VARs, resellers, distributors, or channel partners
- Demonstrated ability to develop and execute scalable partner-led marketing programs aligned to global campaigns, vertical priorities, and regional pipeline needs
- Experience owning MDF/BDF investment strategy, including prioritization, activation requirements, and ROI measurement
- Strong cross-functional collaboration skills; proven ability to partner with Sales, Field Marketing, Demand Generation, and Partner Business Managers to drive pipeline outcomes
- Strong analytical skills; ability to measure and report on partner marketing performance including partner-sourced pipeline, campaign conversion, and marketing ROI
What We'd Like to See
- Experience translating corporate campaigns into partner-ready, campaign-in-a-box programs that partners can activate independently within their markets
- Proven ability to build and maintain strong relationships with priority partners and internal stakeholders across GTM and pipeline planning discussions
- Experience defining target audiences, ICPs, offers, and campaign journeys for partner demand programs
- Demonstrated success identifying, standardizing, and scaling high-performing programs across multiple partners and markets
- Experience representing Partner Marketing in senior-level GTM and pipeline planning discussions with cross-functional stakeholders
