To-partner marketing wins the partner’s attention and share of mind through onboarding, training, incentives, and the case that your line deserves priority over competing lines. Through-partner marketing arms the partner to generate demand in their own market, usually with co-branded campaign templates the partner runs under their own name. Most manufacturers do one and neglect the other, which leaves either an enthusiastic partner with no tools or a well-equipped partner with no reason to prioritize you.