Sherpa

28/05/2026

Partner ABM is harder than the playbooks make it look.

We hosted a roundtable with Katrina Sadova (Intel), Yash Aggarwal (Canonical), and Tom Perry (Sherpa) to get into the detail, and they didn't hold back.

Target account lists that actually work. JVPs that say something instead of listing everything. Using AI without losing your voice. Keeping sales aligned through the whole funnel.

A few things that stuck with us:

→ Start your target account list from where you've already won together, not from a wish list
→ A JVP built around your products isn't a JVP. Start from the customer's problem
→ AI can personalise a JVP across 10, 20, 30 partners at once — but a human still needs to own the final voice
→ The marketing-to-sales handoff in ABM isn't a handoff. They run in parallel

The full write-up and on-demand recording are both available now.

https://hubs.la/Q04jbBSf0

What's the hardest part of partner ABM for your team right now?

28/05/2026

Partner ABM: Key Takeaways from a PML Panel

Explore effective strategies for ABM in partner marketing, focusing on target accounts, joint value propositions, AI utilisation, and sales alignment.

26/05/2026

61% of marketers say lead quality is their top challenge.

The problem is not budget.
It is how partner marketing decisions are being made.

Too many programmes still run on assumptions instead of insight.

Our Data-Driven Partner Marketing Report shows how leading teams are using data to:

• Prioritise the right partners
• Improve lead quality
• Drive stronger ROI

👉 https://hubs.la/Q04hVgPn0

21/05/2026

MDF is evolving.

Partner marketing leaders are being asked to improve visibility, drive measurable impact, and make better use of available budget.

We recently discussed this with Nathalie Gandolfo (AWS), Marion Olsen (Avalara), and Varvara Sokrut through the Partner Marketing Leaders community.

The key takeaways include:
• Why MDF should start with a framework
• Why pipeline matters more than activity
• How pooled MDF unlocks larger opportunities

👉 https://hubs.la/Q04hsS5Q0

14/05/2026

🚨 Partner marketing is changing fast.

AI, co-sell, marketplaces, and ecosystem complexity are reshaping how revenue gets built.

To help ecosystem leaders prepare for what comes next, we created the Future of Partner Marketing 2026 Blueprint.

Built with contributions from Jay McBain, Andrew Kisslo, and Sherpa, it combines expert insight with analysis from 18,000+ partners across 170+ regions.

Inside, you’ll find:

• The 28 buyer moments shaping partner marketing
• How AI and Partner Concierge models are changing ex*****on
• Why lifecycle marketing matters more than acquisition alone
• Where ecosystem leaders are focusing to drive growth

If 2026 strategy is on your agenda, this is worth your time.

👉 https://hubs.la/Q04gy-tN0

12/05/2026

ABM works brilliantly in theory. In a partner ecosystem, it’s much harder to execute.

Different priorities. Different data. Different definitions of success.

Join Katrina Sadova (Intel) and Yash Aggarwal (Canonical) for a live Ambassador panel discussion on what it really takes to make ABM work in partner marketing.

This peer-led conversation will explore:

• Building your target account list
• Crafting a joint value proposition
• Using AI in ABM
• Sales alignment and mid-funnel conversion

📅 Thursday 21 May 2026
⏰ 16:00 BST / 11:00 ET / 8:00 PT

Reserve your spot now: https://hubs.la/Q04gcL0S0

30/04/2026

Partner Marketing Leaders Community Update April

Join our Partner Marketing Leaders Community for insights on ABM strategies, MDF discussions, and the latest in co-marketing as we tackle the challenges together.

30/04/2026

Most partner marketing campaigns waste budget on the wrong partners.

75% of partners aren’t marketing ready.
Without the right data, it’s easy to invest in activity that doesn’t convert.

The Sherpa $25K Pilot fixes that.

We use EdisonAI to identify the right partners, then build and run a focused campaign around them.

This is not a workshop. It is a working campaign.

The outcome:

• More pipeline
• Less wasted spend
• Clear ROI

If you need to prove partner marketing impact in 2026, this is a smart place to start.

👉 https://hubs.la/Q04d-Llx0

29/04/2026

Why People Matter 💙

At Sherpa, this is how we show up for each other every day.

This year, we’re proud to support Mind as our Charity of the Year. Their work ensures no one has to face mental health challenges alone.

In a fast-paced industry, supporting mental wellbeing is essential. This cause is personal to many of us and we’ve seen how much the right support can matter.

Because behind every result, there are people. And people matter.

👉 Read more in our latest blog: https://hubs.la/Q04dSkKp0

29/04/2026

Why People Matter: Supporting Mind and Mental Health in our Industry

Discover how Sherpa Group supports mental health through its partnership with Mind, reinforcing the belief that people truly matter in our industry.