Partner Marketing:
10x ROI Through Partner Enablement

A Case Study in the Software Industry

The Client

  • Atlassian is a world-leader software company specializing in collaboration and productivity tools
  • Serves over 300,000 customers globally and operates in 14 countries
  • Total revenue reached $1.29 billion in 2024, up 21% year-over-year

The Challenge

  • Partner co-marketing faced several impediments due to internal bottlenecks
  • Inefficient lead nurturing and lead tracking process for channel partners
  • Inability to extend its partner network and grow its strategic alliances

The Solution

  • Macro provided a global partner marketing concierge team that augmented the client. The concierge team speaks multiple languages and can work closely with partners in-region.

The Results

  • 10x ROI
  • An investment of 100k brought in 1M+ revenue
  • Increased partner engagement and campaign adoption
  • Enhanced co-marketing execution and governance across North America, APAC, EMEA and Asia

Background

  • The client’s solid partner network and strong partner marketing strategy were hindered by the digital shortcomings of many partners, limiting their ability to fully leverage the collaborative potential.
  • Small-scale partners favored the ready-made campaigns and customizable assets created by the vendor.
  • Channel associates required backing for relationship structure development, co-marketing design, implementation and governance, global and local strategy, monetary support, and collaborative cross-channel campaign execution.
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Solutions

Macro provided a global partner marketing concierge team that augmented the client. The concierge team speaks multiple languages and can work closely with partnersin-region. The value of the extended team was in several categories:

Partners Onboarding & Enablement

  • Ensure partners are ready and armed with necessary localized content
  • Continuous partner activation and follow-up

Technical Support

  • Provide help with the Partner Relationship Management (PRM) platform
  • Multilingual support across global regions

Co-Marketing

  • Run co-marketing campaigns in the Through Channel Marketing Automation (TCMA)
  • Track leads and partner attribution

Macro’s Global Concierge team supported with:

  • Making the most of vendor’s PRM and TCMA
  • Co-marketing campaigns
  • Develop marketing plans for partners
  • Lead generation and nurturing activities
  • Partner onboarding and enabling
  • Training programs to enhance partner marketing capabilities and execution
  • Multilingual support across global regions
  • Continuous follow-up and support

Results

  • Increased partner engagement and campaign adoption.
  • Enhanced co-marketing execution and governance across North America, APAC, EMEA and Asia
  • 10x ROI
  • An investment of 100k brought in 1M+ revenue.

What Our Clients Say

Atlassian logo

"We feel that working with the team at Macro we have achieved great results over the last year and a half. In that time the global team has run hundreds of marketing activities with dozens of partners and achieved nearly $3M in closed deals from the leads generated.
We have surveyed the Partners they work with and found that the majority are very pleased with the services and expertise the individual Partner Marketing Representatives offer."

— Senior Channel Marketing Manager, Atlassian