In this podcast, we interview heads of partnerships, heads of revenue and sales, as well as the agencies involved in the partner programs of leading tech companies to uncover the secrets of partner activation and enablement. The title is in quotes to pay tribute to Pete Caputa, the originator of the phrase.
Here are the latest episodes of the podcast.All Episodes
"Just having a connection is not a partnership. It's when you work together to do more with the integration or the content, together, that makes it a partnership.
“Relationship is the best path to partnership.”
When your solutions partners ask and need referrals back from you in order to continue sending you referrals, here are some ways to keep that reciprocity engine going, in a manageable and scalable way.
The foundational ideology between the two roles is that one is closer to the customer than the other.
"54X ROI from combining the power of Malomo with Electriq."
"Help the partners make more money"
"It's light lift. It's open. And it keeps those lines of communication open..."
"If you don't have an idea of how to do that from a product standpoint, then we have a problem."
"Recognizing you are an ingredient in someone else's solution instead of trying to go build that solution."
"We're getting between 50-100 leads a month from this with JustUno..."
"We don't care about the actual referral fee."
"It's not just some financially-incentivized relationship."
"It can make co-selling a little more difficult so you need to think outside the box..."
"IF you want to go even further, offer to create the content for them..."
"Hire a strong operations person early on."
It comes down to three things: Alignment, impact and clarity.
"Find a logical connection through the partner to the end customer."
You will save so much time if you try this with two or three partners first...
If you can't show $10K in reciprocal value for your partners in the first 6 months, you shouldn't be asking for partnership.
"If we can get our partners into our marketing activities and drive recognition, that's always the goal."
In order to ensure success of partnerships in your org, you have to have buyin from every stakeholder.
"And our vision is aligned..."
Adding value to something that they are doing as a business.
"Partners are there to extend Google's strategy is teaching someone to fish, both the partner and the vendor should be aligned the opportunity, and that will lead into the right incentives. We've got that now then you'll have the successful."
“Lead forensics has those same metrics that they're looking at. They have those same goals. They're, they're talking the same talk.”
You can't focus on all of them a hundred percent of the time. Instead, each quarter take one spotlight partner per quarter.
"Leverage the resources and your resources are your relationships."
You're either in an affiliate program or you're a partner program.
Listen to this if you are interested in skipping to the meat of this season.
Whether you are a CEO preparing to launch a program, or a partner manager deep in the weeds... this is a great episode for you.
"If the sales team doesn't trust the Implementation Partner, nothing will get done."
“If it's not a give and take then what is the value in our partnership?”
“Day one week one, see that as an immediate opportunity to help your partner out.”
“You have to figure out what is the value that you're bringing to that partnership.”
"When you are talking to your board, it is way different than talking to your team."
Today I am speaking with Dan Crowther, senior manager of partnerships at Trellis and Sharon Biggar, VP of marketing at Hotjar.
“Partner managers think they're the only ones in the entire universe. Like here's all these things that you need to fill out in order to make it happen… Can’t we just jump on a 15 minute call and tell you what's up.”
Quote: “For now, I need to take a month or two and drive value to TJ and his team and not ask for anything in return.” - Christopher Vigmond
“If you build the right partnerships and you know, the financial benefits can be huge.”
“Anybody who's utilizing our data in the right way and turning it into button line revenue. Great. Let's talk about it. And shout from the rooftops.”
"Probably a lot of folks who are listening to this podcast know that when you do start a partnerships department, it takes a lot of effort to show the value that you bring to the organization."
"And if you can be proactive in coming up with those ideas to pitch, you're making your partner managers job that much easier."
“What resonates the most is when somebody has done the due diligence enough to understand the type of clients we're working with and the type of solutions that are going to benefit us.”
“We want to get every team thinking about partners and how they can leverage partners and how they can drive value.”
"I'm in the business of relationships and I help figure out how we make money together."
“Partnerships are successful when both sides approach them as give to get.”
“Sometimes you have to lead them to an aha moment of why the two exist together.”
“The burden of support and training these merchants doesn't fall back on them necessarily. We can take that into our own hands.”
"How can we develop these co-marketing opportunities that combines our insights from other Klayvio customers to create awesome content that's branded for the partner and get it in front of potential new business."
“You can't set a goal of saying, Hey, in 2021, we want our partner revenue to be a third of our revenue mix and then not support it through product investment, find creative ways to include them in your marketing and allow them to understand your customers because that's going to make them really excited.”
“The number one thing to do is to find out the personal goals of the partner owner.”
“ I'm leaning on these partners to help me demonstrate the value of agencies to implement things. Case studies that are focused on teaching other agencies, how to leverage your product, to drive more revenue into the agency, all kinds of different backlinks, sharing, blogs, sharing ways of going to market that don't necessarily involve having a day-to-day experience.”
It has to be done with almost like an account-based marketing approach where it's. Highly customized and tailored. They're significant reciprocity on both sides of the table to support meeting those objectives. That's where the magic partnerships happen.
They need to know who you're partnering with and how and why that's an important partnership rather than grow with 7,000 partners. Why don't we take the 27 we have and go to them and figure out a story on each one of those are sharing our dilution.
I'm so glad you asked this question because what I'm currently getting isn't working, it's generic out cold outreach emails.
You need partners in those groups, answering those questions about products that they love and your product needs to be one of those.
"First and foremost, understanding exactly what their go to market is and how HubSpot enables them to do their services and what they sell and how they sell it."
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