The Partner
Strategy & Marketing Agency
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A boutique, specialist agency, founded by Gemma Telford, that works exclusively in the technology channel on partner and alliances go-to-market strategy and execution.
Aim high with your partners
Archer has a deep understanding of your sector, coupled with a desire to really get to grips with your business strategy.
Does your channel look successful? But your board is seeing something different.
You’ve got hundreds of partners signed up. Regular campaigns going out. Partner portals full of content. But here's what your board is really seeing:
80% of your partners generate zero revenue and are not engaged
Your "top" partners are frustrated and quietly evaluating competitors
Your channel marketing team is stuck in a campaign hamster wheel because your campaigns are not cutting through with your partners
Competitors are stealing market share through their partner ecosystems while you wonder why your channel is stagnating
The brutal truth? Your marketing treats partners like they should care about your corporate messages, when what they actually need is a reason to choose you over your competitors.
“Gemma is an outstanding marketer. Her knowledge and understanding of the IT industry makes the difference between good results and great results.”
Simon Doe, Vice President Strategic Partnerships, Fabacus
The hidden cost of broken channel marketing.
Every quarter you continue with ineffective channel strategy and marketing, the damage compounds:
You're haemorrhaging marketing budget on campaigns that don’t generate partner growth or engagement
Board meetings become defensive - you're explaining poor metrics instead of celebrating partner-driven growth
Your best potential partners choose competitors who understand how to communicate value that resonates
Your competitors' partners are actively selling them while yours stay silent or worse, recommend alternatives
Partners delete your emails unopened because your messaging doesn't address what they actually need
By next year, the partners who should be your biggest advocates could be your competitors' secret weapons.
What's actually broken (and why another campaign won't fix it)
After 20 years working all sides of the channel - vendor, distributor, and agency - we've seen the same fundamental problems destroy channel strategies. For example:
You're vendor-focused instead of partner-focused. You're broadcasting corporate messages instead of creating mutual value. Partners don't feel recognized for their unique skills, customer knowledge, and market expertise
You don't know what partners actually want. Without understanding their business goals, customer challenges, and what motivates them, your marketing messages fall flat, and campaigns get ignored
Your marketing doesn't connect with partners. Generic corporate messaging doesn't resonate. Partners need to understand what's in it for them and how partnering with you helps them succeed with their customers
Most channel agencies will sell you another campaign. Archer will fix what's fundamentally broken in your strategy and marketing first.
Get partner marketing and strategy that’s on point, messaging that hits the mark and campaigns that are on target.
Contact Archer
Book a confidential strategy call with Gemma today