The need for a Partnership Marketing program exists when one organization can accomplish their goals more effectively by leveraging the complimentary strengths of another organization pursuing a like customer base.
Partnership Marketing can contribute to increase brand awareness, product distribution, customer acquisition and program funding.
Partnership Marketing Isn't A One Man Show
If you look at some of the companies that have transformed the way we live, you will see that they've all had significant help from their marketing partners to get to where they are today.
eBay needs their auctioneers (the public) to provide products and services for auction to users or visitors to their site. They also need distribution (partners) to get people to visit their site and they need licensing opportunities with cause-related marketing programs to power their online auctions and allow them to leverage their platform in return.