How Creo's partner marketing helped The Channel Company activate 13 Splunk Edge Hub partners with 100% engagement
100% partner engagement and 13 marketplace-ready positioning packages, published in time for Splunk.conf24.
Summary
Creo, a B2B growth marketing agency, helped The Channel Company (TCC) activate 13 Splunk Edge Hub channel partners through a partner marketing program, delivering 13 marketplace-ready messaging and positioning packages with 100% partner engagement in four months.
The challenge
Splunk and Carahsoft hired TCC to lead a partner activation program for Splunk's Edge Hub Partner Program. Carahsoft, one of Splunk's largest public-sector distribution partners, operates Edge Hub Central, the marketplace and distribution hub, and co-funded the program to prepare 13 Premier and Elite channel partners for marketplace readiness.
Each partner, including GSIs, MSSPs, VARs, and specialized consulting firms, was experienced in deploying Edge Hub solutions across regulated industrial, enterprise, and government markets. They were also small- to mid-market firms, many with fewer than 30 employees, so they needed a consistent, structured way to translate technical capabilities into use-case-specific language that could capture qualified demand.
TCC also had a firm deadline: marketplace-ready positioning in time for Splunk.conf24, Splunk's annual user conference, where the fully activated partner ecosystem would be showcased.
Why Creo was brought in
TCC brought in Creo as a B2B growth marketing agency with deep partner marketing experience that could scale across globally diverse stakeholder teams. The work spanned partner marketing, GTM messaging, and content strategy, with Creo embedded alongside TCC's program lead and engaging partner stakeholders, including CROs, marketing managers, technical pre-sales consultants, and directors of security.
TCC had three objectives for the program:
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Deliver marketplace-ready positioning in time for Splunk.conf24.
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Enable year-long partner-led campaign execution.
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Maintain a positive, productive relationship with Splunk and Carahsoft.
The results
Creo ran one-on-one messaging and positioning workshops with each of the 13 partners, drawing out and preserving each partner's differentiators. Creo then built marketplace-ready positioning packages around each partner's buyer environment, compliance requirements, and operational stakes. The result was a scalable, repeatable model that let TCC deliver consistent output for every partner while protecting its relationship with Splunk and Carahsoft.
The program delivered:
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100% partner engagement across all 13 Premier and Elite channel partners.
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13 complete messaging and market positioning packages, published to edgehubcentral.com across 12+ industries and global geographies in time for Splunk.conf24.
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Messaging designed for year-long, partner-led campaigns, including a reusable framework for marketplace activations, customer outreach, deals, and co-sell motions.
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Publishable content each partner can use, plus a transferable messaging framework to build on.
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A direct introduction from Splunk's Global GTM Lead, OT Intelligence Portfolio, to Cisco's SVP of Marketing for TCC.
As Shaun Martinez, Sr. GTM Program Lead & Partner Marketing Consultant at The Channel Company, put it, "I love working with this team. They always provided value for our clients and their channel partners, and I was lucky enough to be part of it and see everyone soak it up."
Why this worked
The Creo + TCC partnership illustrates how Creo, as a GTM agency for B2B companies, helps channel programs scale partner marketing without losing the quality of each partner's story. Structured discovery, partner-specific positioning, and a repeatable model helped 13 small and mid-market firms show up marketplace-ready, and that consistency earned trust at the program level.
Running a partner or channel program? See how Creo can help.