55 min listen
140 | Time to rethink partner tech strategy and eliminate buyer’s remorse
Partner tech finally gets its own stage—and it’s about time. In this episode of The Tech Marketing...
ServiceNow, a leader in cloud-based platforms, partnered with Twogether to overhaul an underperforming partner marketing program, transforming it into a dynamic and adaptive solution in just 8 weeks. With the creation of ‘Demand Center’, ServiceNow introduced a flexible, responsive, and engaging partner ecosystem that boosted satisfaction, increased partner participation, and set a new standard for collaborative success.
ServiceNow's previous partner marketing program wasn’t right—for either ServiceNow or their partners, leaving both parties feeling disconnected. The one-size-fits-all approach simply didn’t work.
Their program needed a complete reset—an adaptive and partner-centric solution, agile enough to meet unique partner needs and boost engagement across EMEA, APAC, and the Americas. It called for a nuanced and inventive approach to partner relationship management to build trust and drive performance.
The catch? It was needed fast, with the ServiceNow Knowledge conference only eight weeks away.
The new Demand Center was an immediate success. Partner registrations skyrocketed as partners embraced the new, flexible structure. The positive response was overwhelming—even non-eligible partners were eager to join. Registered partners praised the platform's ease of use and adaptability, calling it a game-changer.
We found the previous partner programme a little rigid last year. But this year, the key word I keep using is flexibility.
It works for our agile strategy—super excited to be utilizing. It was so easy, like going online shopping.
Registered ServiceNow partner
55 min listen
Partner tech finally gets its own stage—and it’s about time. In this episode of The Tech Marketing...
4 min read
Building a high growth channel ecosystem has never been more critical—or more complex. For your end...
47 min listen
Navigating the complex ecosystem of tech alliances. This week on The Tech Marketing Podcast we...