What are the pros/cons to including a partner in a marketing campaign/asset?

It depends on what the campaign or asset is. As a platform, we try to be as tool agnostic as possible. That said, there are certain times where adding a partner adds value/context to the narrative or campaign. 

Things to consider: 

• Can the partner provide subject-matter expertise and enhance the narrative?
• By positioning your brand alongside this partner can it provide credibility to your campaign?
• Will the partner unlock additional reach with the target audience?

An example where it made sense to include partners was our Platform of Independent’s campaign. The inclusion of partners bolstered our narrative AND extended our reach.

Partner marketing can be a huge growth driver for the business, if prioritized. With the right partnerships, co-marketing and co-selling can drive a significant part of organizational revenue.

I would think about partner marketing early during the GTM cycle to ensure coverage with the right partners based on product/feature releases.

You always want to include a partner's brand and messaging in your joint collateral. Your audience may be attracted to either part of the partnership - so your collateral and messaging should tailor to their interests. I wouldn't include the partner too much in developing the asset - it just slows things down. You can get their final look before you publish it if needed. In most cases things can be changed even after putting collateral out. I would push for pace over perfection on asset creation.