Channel Partners Marketing Campaigns

A Catalogue of Campaigns to Join


NHS365 Partner Plan

The NHS365 Partner Plan presents a significant opportunity for Microsoft-focused solution providers to penetrate and expand within the UK's healthcare sector.

Designed to support the NHS's ongoing digital transformation, this programme enables partners to deliver solutions built on Microsoft Teams, Power Platform, and Azure.

By aligning with the NHS's strategic priorities, partners can leverage structured engagement, marketing support, and enablement to drive new pipeline and secure substantial revenue streams within a critical and evolving market.

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Your Partner Marketing Calendar Must Be an Operating System, Not a Schedule

Most partner marketing calendars are little more than a list of activities with dates attached. The most effective ones function as a fully integrated operating system — one where every campaign connects to a measurable outcome, every pound of MDF is tracked from allocation to ROI, and every motion is designed to compound over time.

Anchor Every Campaign to a Primary KPI

Define a lead metric — such as pipeline-to-spend ratio — before any campaign launches. This ensures MDF dollars are tied to outcomes, not simply to activity. Without a primary KPI, spend becomes impossible to defend or optimise.

Close the MDF Loop Continuously

Track the full journey: planned activity → MDF allocation → actual ROI. Monitor breakage in real time and reallocate underspent funds before quarter-end, so no budget goes to waste.

Build Repeatable Motions That Scale

Structure the year around five core motions: Pipeline Activation, Continuous Enablement, Demand Creation, Ecosystem Development, and Optimisation & Governance — each designed to drive sourced pipeline systematically.

The Year's Rhythm — Plan → Enable → Run → Measure

A high-performing partner marketing calendar follows a predictable quarterly rhythm. Each phase reinforces the next, creating a flywheel that generates pipeline rather than just activity. Structured around four disciplines, this cadence turns partner programmes into reliable revenue engines.

Plan Around Partner Reality

Begin with partner segmentation and CRM-tied goals — registered deals, qualified intros, and pipeline targets. Define MDF guidelines upfront so partners know exactly what is available and how to claim it.

Enable Continuously, Not Just at Launch

Deploy short, modular assets partners can use immediately — one-page comparisons, three-slide overviews, short product walkthroughs. Continuous enablement prevents the engagement drop that follows most launch-day-only rollouts.

Run & Measure Through-Partner Plays

Execute co-selling plays across channels with clear handoff steps that sync directly into Salesforce or HubSpot. Track engagement rates, pipeline influence, and conversion at every stage — not just at campaign close.