Because it can take a village of vendors to develop the comprehensive solutions companies need to address today’s critical business issues, B2B marketers at aligned companies are partnering to craft and disseminate shared campaigns.

As effective as the strategy may be, aligning marketing teams at cooperative firms that might be competitors for other opportunities, takes special skills. During this session, Larissa Crandall, Vice President of Worldwide Channel and Alliances at Gigamon, leads a discussion with strategic alliance marketers sharing actionable insights on:

• Assembling teams to create shared campaigns;
• Implementing efficient processes to create campaign components;
• Assigning responsibilities and sharing costs; and
• Agreeing on campaign tracking and reporting, and lead sharing and assignment.