We’re excited to announce a new and powerful partnership between Knack Collective and PartnerTap. This collaboration brings together two innovative, women-owned, and women-led organizations, combining our strengths to revolutionize the way you approach partner co-marketing and co-sell initiatives. Our shared vision for this partnership is rooted in collaboration, inclusivity, and leveraging cutting-edge technology to drive greater business outcomes.

Why this partnership matters (now more than ever)

Aligning closely with strategic partners can be the difference between hitting your revenue targets and missing the mark. However, traditional partner marketing approaches often fall short due to siloed data, lack of precision targeting, and limited visibility into joint account opportunities. That’s why we’re partnering with PartnerTap—to bridge these gaps and unlock the full potential of your partner ecosystem.

Enhanced data sharing for superior insights

At the core of our partnership is a commitment to data transparency and integration. PartnerTap’s advanced technology platform allows us to seamlessly share, analyze, and act on shared data with your key partners. This means that instead of relying on disparate, incomplete data sources, we can access a unified view of joint opportunities. The result? We can identify high-potential accounts with a much greater likelihood of conversion, helping you make better decisions about where to focus your demand gen efforts.

Unified account intelligence: Gain a comprehensive view of joint accounts, including shared contacts, past engagements, and current opportunities.
Enhanced conversion rates: By focusing on accounts with the highest potential for success, we drive more targeted campaigns and accelerate your pipeline.

Precision targeting and opportunity mapping

Gone are the days of casting a wide net and hoping for the best. Through PartnerTap’s multi-source opportunity mapping, including insights from major partners like Microsoft, we’re now able to laser-focus on accounts that show the clearest intent signals. This approach transforms broad, generic outreach into highly personalized and impactful engagement.

Data-driven account selection: Using firmographic, technographic, and intent data, we can identify and prioritize accounts that are most likely to benefit from your solutions.
Custom campaigns tailored to partner insights: Build co-branded, co-created campaigns that resonate with your target audience by leveraging the unique data and expertise of your partners.

Collaborative follow-up and seamless co-sell activation

One of the biggest challenges in partner marketing is ensuring smooth coordination during the follow-up phase. Too often, outreach is siloed, lacking alignment between partners, which can lead to missed opportunities and poor customer experiences. Our partnership with PartnerTap eliminates these barriers, enabling collaborative, co-created follow-up strategies that keep both you and your partners aligned at every stage.

Streamlined communication across teams: Enjoy real-time visibility into who’s working on each opportunity, what the next steps are, and how both teams can collaborate for optimal results.
Dynamic co-sell workflows: Activate co-sell motions seamlessly, ensuring that your sales and marketing efforts are aligned and working towards a common goal.

The shift from leads to opportunities: Why it matters

In the traditional model of partner marketing, success is often measured by the volume of leads (MQLs) generated. But focusing solely on lead quantity can lead to wasted resources and missed revenue potential. That’s why we’re shifting our focus towards opportunity-based metrics, where the emphasis is on the quality and conversion potential of each engagement.

Better measurement, better outcomes: With integrated reporting and attribution from PartnerTap, we’re able to track not just the number of leads, but the progression of opportunities through your sales funnel.
Holistic view of campaign impact: Gain insights into how your joint efforts contribute to pipeline growth and revenue, allowing for more strategic decision-making.

Key use cases: How you can benefit

We’ve already seen tremendous success with this new approach, and we’re excited to share some of the specific ways it can benefit your business:

Optimized campaign investment: Use shared data insights to prioritize your marketing and sales investments, focusing on the accounts and opportunities most likely to drive revenue growth.
Real-time performance tracking: Monitor campaign performance and attribution in real time, enabling you to make data-driven adjustments that improve outcomes and maximize ROI.
Accelerated pipeline growth: Streamline co-sell activation and joint opportunity tracking, reducing friction and helping your team close deals faster.

Building a stronger, more inclusive partner ecosystem

This partnership isn’t just about technology—it’s about building a stronger, more inclusive partner ecosystem that supports growth and innovation for everyone involved. As two women-led companies, we believe in the power of diverse perspectives and collaborative solutions. Together, we’re not just enhancing our own offerings; we’re creating new opportunities for all our clients and partners to thrive.

Ready to transform your partner marketing strategy?

This is just the beginning of what’s possible with the combined capabilities of Knack Collective and PartnerTap. We’re excited to bring these enhanced solutions to our clients and help you achieve better outcomes with your partner marketing initiatives.

More of a visual learner? Check out this graphic that describes what we’ve outlined above.

Reach out today to learn more about how our partnership can help you unlock new revenue streams, improve collaboration, and drive better business results.

Let’s unlock your partner marketing revenue together. Contact Knack Collective for more details.

Knack Collective and PartnerTap: A game-changing partnership to elevate your partner marketing