Partner and co-marketing with vendors: joint plans, marketing funds, trademarks and shared leads
For marketing coordinators and partner or channel marketers at resellers, managed service providers, distributors and retailers who run joint campaigns with vendors, and for vendor-side channel marketers. Some campaign experience helps; 'Lead generation, scoring and the handoff to sales' is a useful companion. You'll write a joint plan, prepare a marketing development fund (MDF) or co-op request and claim with proof of performance, use vendor trademarks and partner badges within the vendor's guidelines, run joint emails and share leads lawfully, and understand why US co-op offers must be available to competing resellers on proportionally equal terms. Public examples come from the AWS Partner Network's published pages; your own vendor's partner agreement and programme guide always govern. Legal rules quoted are US (FTC guides on advertising allowances, CAN-SPAM) and UK (PECR as explained by the ICO). This course is not legal advice: take questions about specific arrangements to your legal or compliance team.
- Level
- Intermediate
- Length
- About 110 minutes
- Contents
- 5 lessons · final exam
- Status
- Published · updated 10 Oct 2026
Skills you'll practise
- Write a joint marketing plan with a vendor that states the goal, audience, activities, owners, budget split and how results will be measured
- Prepare a marketing development fund (MDF) or co-op claim with proof of performance that matches the pre-approved activity and actual costs
- Use a vendor's trademarks and partner badges within its guidelines, without implying endorsement or overstating the relationship
- Run a joint email campaign and share leads lawfully: choose the designated sender, check that consent names each company, and honour opt-outs
- Explain how the FTC's guides on advertising allowances expect co-op offers to be available to competing resellers on proportionally equal terms
Course outline
- 1.Write a joint marketing plan with a vendor: goal, audience, activities, owners, budget split and measurementLesson · 22 min
- 2.Prepare an MDF or co-op claim with proof of performance that matches the approved activityLesson · 22 min
- 3.Use a vendor's trademarks and partner badges within its guidelines without implying endorsementLesson · 20 min
- 4.Run a joint email campaign and share leads lawfully: designated sender, consent and opt-outsLesson · 22 min
- 5.Explain the FTC's proportionally equal terms for co-op offers to competing resellersLesson · 12 min
- 6.Partner and co-marketing with vendors: joint plans, marketing funds, trademarks and shared leads: knowledge checkKnowledge check · 14 questions
- 7.Partner and co-marketing with vendors: joint plans, marketing funds, trademarks and shared leads: practical exerciseKnowledge check · 1 question
- 8.Final exam10 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- AWS Partner Network: Funding Benefits for AWS Partners (including Marketing Development Funds)
- AWS Partner Network: AWS Partner Marketing (Marketing Central)
- AWS Trademark Guidelines & License Terms
- eCFR (official rendering): 16 CFR Part 240, Guides for Advertising Allowances and Other Merchandising Payments and Services
- FTC: CAN-SPAM Act: A Compliance Guide for Business
- ICO: Electronic mail marketing (Guide to PECR)
- ICO: Electronic and telephone marketing (Guide to PECR), including consent and indirect consent
- ICO: Business-to-business marketing
- GOV.UK Service Manual: How to set performance metrics for your service
See it with your own jobs and topics
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