The document outlines a partner marketing strategy with the following key elements: 1. The strategy uses consumer brand engagement (CBE) theory to drive partner revenue growth through increased sales and new merchant accounts. 2. Key activities include quarterly business reviews, joint sales and marketing plans, and tracking key performance indicators like transactions, revenue, and pipeline. 3. The overall mission is to develop repeatable processes that integrate CBE and service-dominant logic to continuously increase channel revenue for partners year-over-year.

1. PARTNER
MARKETING STRATEGY

2. Co-Creating
Service
Co-Creating
Value
Proposition
Co-Creating
Conversation
and Dialogue
Co-Creating
Value Processes
and Networks
Product Price PlacePromotion
Framework
Service Dominant Logic

3. Consumer Brand Engagement
The Consumer Engagement Process
Brand Awareness – Consumer learns about a brand
and discovers its existence
Brand Preference – Consumer relates with the
brand. Identifies the brand represents him/her
Brand Loyalty – Consumer seeks after the brand
and defends its quality
Brand Evangelism – Consumer actively engages
with other consumers to share the brand

4. Partner Marketing Strategy
Using CBE to drive results
Growth Plan
Drive SQLs for Tier 1
Partners
Tools & Systems
Salesforce
Hubspot
Magentrix
Revenue
Performance
New Revenue for
Partners

5. Recommendations
Action items
Quarterly Business Reviews – Meet with each partner
on a quarterly basis to review the plans below
Joint Sales Plan – Define sales goals and build a plan
to support reaching them
Joint Marketing Plan – Calendared marketing
activities and integrated marketing communications
Measurement – Define KPIs that indicate growth of partner
revenue and discuss them bi-weekly with the team

6. Key Performance Indicators
Measurement
Accounts – Track the number of new merchant IDs
submitted on a weekly basis
Transactions – Track transaction volume on a
monthly basis.
Revenue – Track realized revenue from previous
month for both Kount and for the partner
Pipeline Review – Track new deal registration and
opportunity stages

7. Projected Results
The mission of the Channel Partner Program
Repeatable Processes & Revenue
Integrating CBE theory and SDL to co-create enterprise value by developing repeatable
processes and increasing channel revenue YoY

8. Bech, H. P. (2015). Building successful partner channels. Klampenborg, Denmark: TBK Publishing.
Gambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The Grounded Theory approach to consumer-brand engagement. International Journal Of Market Research,
54(5), 659-687. doi:10.2501/IJMR-54-5-659-687
Hilton, T., & Hughes, T. (2013). Co-production and self-service: The application of Service-Dominant Logic. Journal of Marketing Management, 29(7/8), 861-881.
doi:10.1080/0267257X.2012.729071
Lusch, R. F., & Vargo, S. L. (2004). Moving forward with a service-dominant logic of marketing: dialog, debate, and directions. Armonk, NY: M.E. Sharp, Inc.