In this edition of #ContentChat, guest host Maureen Jann, Director of Marketing, North America at Anunta, welcomes Jacci Robinson, VP of GTM and Growth at Anunta, for a conversation about creating high-performing co-marketing content inside complex technology ecosystems.
They discuss how to simplify partner content, what third-party sellers actually need, and how marketers can better support channel and alliance relationships. They also explore common pitfalls, real-world examples, and the role of sales call insights in shaping co-marketing content that closes deals.
Watch the full conversation or read the highlights below.
The Real Reason Partner Content Feels So Complicated
Partner marketing can feel messy—full of brand nuance, competing priorities, and internal politics.
“Partner content is really something we rarely get trained for. It’s complex, it’s political… full of brand nuance and legal nuance.”—Maureen Jann
According to Jacci, much of the complexity comes from approaching partner content like customer-facing content. The lack of clarity about the audience—the partner seller, not the end customer—is the root cause of misaligned content.
The Three Things Partner Sellers Actually Need
“It’s not that complicated… there’s three things that you want to make sure that you perform to when you’re doing partner marketing.”—Jacci Robinson
Jacci’s framework simplifies partner content to its essentials. Sellers don’t want product decks, they want clarity.
“What do you solve for? How do you solve it? And then they want to know what’s in it… that’s it.”—Jacci Robinson
This clarity lets partner sellers position the solution quickly and spot relevant customer opportunities.
“If you’re answering the wrong question you’re not getting anywhere.”—Maureen Jann
What Belongs in a Great Partner Kit
A practical partner kit usually includes:
• A short deck
• A landing page (or two)
• A video
• A beautifully designed leave-behind
“You’re going to have your deck, you’re going to have a landing page. You might even have a video, and maybe some leave-behind.”—Jacci Robinson
“People are in front of their computers all day. Having something really nice in a printout is invaluable.”—Maureen Jann
Most importantly, these assets must use partner-centric language, not customer-facing brand language.
Sales Calls: The Hidden Goldmine for Partner Messaging
“If there’s one thing you do as a marketer… go ask for access to the sales calls. Period.”—Jacci Robinson
Both Maureen and Jacci insist that listening to real sales calls—including partner reps—is one of the most powerful tools for marketing alignment.
“Every time I listen to a call, I’m like, that’s a piece of content. That’s a piece of content.”—Maureen Jann
These calls reveal the actual language, objections, and challenges that partner content must address.
Managing Approvals, Co-Branding, and the Politics of Partnership
Co-branded assets often require approvals across multiple organizations, which can stall launches.
“It’s important to have alignment; Making sure that you, as a content write,r understand the goal of the partnership.”—Jacci Robinson
“Having a dedicated marketing resource would help streamline the process.”—Maureen Jann
A shared understanding of branding, timelines, and decision-makers is essential.
What Changes When You Go Partner-Led
For companies moving to a partner-led GTM, the mix of content changes, but core brand content still matters.
“Whoever influences you getting into the end customer is going to look at your website too.”—Jacci Robinson
“We need that level of detail, otherwise you end up with ad hoc requests for content.”—Maureen Jann
Partner-led doesn’t mean partner-only—content ecosystems must speak to sellers and buyers.
