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Free GTM Skills / Referral and partners

Co-marketing campaign

Use this skill when building something with a partner: joint webinar with, share a booth, cost-share the videographer, co-branded content, joint dinner near the show, a partner newsletter mention. Produces the campaign brief (goal, audience, each side's contribution, the shared asset, the lead rules, the dates) and the run plan.

By Matt Santos, BOM Growth. Free under the MIT license.

Install

npx skills add BOM-Growth/b2b-gtm-skills --skill co-marketing-campaign

Run it in your project folder, then ask Claude Code for co-marketing-campaign by name or in your own words.

skills/co-marketing-campaign/SKILL.mdView on GitHub

This applies once a partner relationship exists. It produces one joint piece with clear ownership and lead rules, so both sides get something from it.

Before you start

This skill works on its own. If the person has their own marketing brain (or any folder of context files about their company), read the files listed under reads in the header first and cite them for every fact. If they do not have one, do not look for one: ask for the two or three facts this play needs and go on. Never invent a fact; a blank is a question for the person.

Tools: this play speaks in verbs (check the CRM, pull the call, schedule the post). TOOLS.md at the root of this repo lists the tools recommended for each verb. The company’s own 1-context/stack.md wins when it exists. No tool is required; a spreadsheet and a mail client cover most of it.

The play

  1. Read the context (see Before you start). Name the partner, the shared audience and the one goal (leads, a launch amplified, a show covered at half the cost).
  2. Pick the format against the goal: a joint webinar through webinar-play; a shared booth or dinner through event-outreach; a co-branded piece (a guide, a video, a case study of a shared customer); a newsletter swap.
  3. Write the brief: each side’s contribution (speakers, list, budget, design), the shared asset and who owns the file, the approval path, the dates against 5-current/calendar.md.
  4. Set the lead rules before the campaign: who receives registrants and attendees, how they are shared, consent language, how each side follows up. Default: each side follows up its own list; shared leads go through partner-lead-exchange.
  5. Clear every customer, claim and logo on both sides through permission-check. A shared customer needs both companies’ permissions.
  6. Run the campaign on the partner’s channels and ours with the same message; schedule through the content calendar.
  7. Debrief with the partner: leads, demos, what each side would change. Log the result in the partner’s row.

What good looks like

  • The best operator settles the lead rules before the design. Most co-marketing fails after the event, when nobody agreed who owns the registrants.
  • The mediocre version produces a nice co-branded asset and no follow-up from either side.
  • Good output is a brief both sides signed, an asset both sides use, and a lead log that shows who got what.

Rules

  • MUST settle lead ownership and consent before anything is announced.
  • MUST clear shared customers with both companies’ permissions.
  • NEVER co-market with a competitor or a vendor that competes with a partner.
  • NEVER let the partner’s claims about our product go out unreviewed.

Find out if we’re a fit.

In a 30-minute discovery call, you’ll get honest, no-strings advice you can act on right away, and a clear picture of what working together would look like.

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