Partner experience is everything when it comes to making a successful partner program.
It’s a no-brainer. Happy, engaged partners = more revenue. If you make their lives harder and referrals convoluted, they will deliver less. But a quick and seamless partner journey will show you exactly why partnerships can be so high value.
If you enable every partner that enters your program to do a great job, you’ll easily see why businesses who adopt an ecosystem model of trading see:
- 65% increased efficiency and reduced cost
- 56% improved new customer acquisition
- 47% accelerated product-to-market
Let’s get you amongst those numbers, shall we?
The co-keep principle
Partner onboarding and enablement
First impressions matter, and it’s important to capitalize on the initial buzz everyone has to get things started. Motivation starts high and naturally starts to plateau, so make your life a lot easier by keeping it that way.
Trying to kickstart things again later will feel like trying to give CPR to one of those plastic manikins – you can’t breathe life into something that was never alive in the first place.
So, the first crucial stage in any partnership is teaching them about your tool, what it does, and how you’re unique. They need to know what’s what. Give them the grand tour, answer any questions, and impress them!
It’s also important that you demonstrate how they do crucial steps such as register deals, so that they feel empowered to do their job, but you can also show how easy it is to do.
Partners should complete this stage of the partner journey feeling supported and fully understanding the next steps.
Tailored partner training
You need to provide training on how to sell your solution. Otherwise, it’s never going to end well.
You know when your parents try and explain what you do for a living and you’re like “that’s not what I do, at all…” That’s how an uneducated partner will come across. You need to arm them with the right materials to be confident when explaining your solution.
The quality and way in which you deliver your training matters. It needs to be succinct and easy to consume. Get rid of anything long-form. You know those huge manuals that come with a new piece of tech? The ones that immediately get ignored? Yeah, that’s my point.
High-quality training = high quality partnerships. So don’t scrimp. Remember, partners have other partners and a whole to-do list to focus on, so won’t spend a lot of time learning your tool.
Put in the effort to provide a partner experience that feels effortless.
Another crucial element of a fantastic partner experience is the way you communicate. This can be split into two categories:
1. Regular communication
Your partners need to feel like you’re there when they need you. Setting up a well-thought-out partner journey with easy-to-access resources will immediately reduce the number of questions you have to answer. But, you still need to connect regularly through Slack or meetings with bigger partners to keep your relationship front-of-mind.
2. Strategic communication
Then, you need to make time to have QBRs to dig into the progress of your partnership, what you want to achieve next together, and address any issues. Taking the time to focus on higher-level, strategic decisions will enable you to keep growing together and achieve the maximum value from your relationship.
Grow and engage your ecosystem partners with PRM
Easily prioritize your partner relationships by automating and analyzing each step of your partnership lifecycle