The key to building a resilient partnership strategy
Key findings from an interview with Asher Mathew, Kelly Sarabyn, and Ben Wright
Can you name a better trio than Kelly Sarabyn, Ben Wright, and Asher Mathew? Don’t bother mentioning the three musketeers or the three blind mice, because they just don’t compare.
We sat down with them to learn about what it takes to build a resilient partner ecosystem strategy. It’s crucial to closely evaluate your product roadmap, harness the power of partnerships to enhance your product’s capabilities, and make economic adjustments where needed.
If you aren’t familiar with these partnership powerhouses, let us introduce you:
Platform Ecosystem Advocate, HubSpot
Co-Founder and CEO, Partnership Leaders
Founder, Partner Fuel
2. Verify the overlap
Ben Wright emphasizes the importance of verifying customer overlap before investing time and resources into integration with partners.
“Don’t just guess that you have customer overlap… Do we have a similar ICP? Do we have significant overlap to actually invest time and resources in, in building or developing this integration?“
Next Step: Use account mapping tools like Crossbeam and Reveal to validate your customer overlap before initiating integration efforts.
4. Seek feedback from sales and customer success
Kelly Sarabyn suggests taking feedback from the sales and customer success teams to learn about lost deals or churns due to a lack of integrations.
“Talk to your sales team, ask them which, what big deals have you lost because of integrations?… Go to CS. Find out who’s churning because the integrations stink or they’re not there.“
Next Step: Regularly collect feedback and data from sales and customer success teams. Utilize that data to deploy a partner-led strategy that benefits the entire company.
Ready to put it
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