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The Allbound Podcast #7: How to Establish Trust with Partners with Sloan McCauley
January 20, 2017

How to Establish Trust with Partners with Sloan McCauley


Sloan McCauley, Director of Channel Sales at Localytics, joined me to discuss educating clients, establishing trust and how nothing beats face-to-face time with partners on this episode of The Allbound Podcast.

What do you do in your role?

I came into this role about two years ago. The first year was about figuring out our strategy. From there it has really been a year of what we consider a full partnership production. At this point we are influencing a part of our overall pipeline here at Localytics. Ultimately my goal in running this business would be to have it be a 50 / 50 split between channel and direct sales.  And hopefully it will continue to grow from there.

What major initiatives are you implementing to develop those relationships?

We’re aiming to provide as much education and support as possible, and that comes in many different forms. With a product like Localytics, because we are focused on the total lifecycle of users as it relates to the mobile application, we present an opportunity to have partners push their customer to think beyond the download, beyond standard media metrics, and have them  think about retention. How do we turn these users into a lifetime customer and ultimately these producers of our brand? Fortunately we have a platform that allows and equips agencies to push customers to think that way.

How do you support knowledge transfer between Localytics and your partners?

These are incredibly busy folks, so it’s about delivering consistency –– being in front of your partners and being on call for them when they need information. It can be phone calls or in the form of weekly or biweekly newsletters. But I don’t think anything replaces being front and center in person with partners.

What is the biggest challenge with actually engaging your partners?

Trying to build up our numbers. This was trial and error because Localytics didn’t have a defined partnership strategy yet. We tried to see who we could get in front of and tried to understand a wide array of partners. Quite honestly we onboarded a considerable amount of those folks this way. Definitely, coming out of the gate, start small and make sure that you establish an ongoing communication strategy with those folks.

Do you have any tips for establishing trust with partners?

You never want to enter into a business relationship with someone when you don’t understand what their endgame is. The same goes for partners. It is really important to understand what the core of their business is so that you can use that information to turn it into a mutually beneficial relationship. It ultimately builds trust that we are taking the time to look at your client’s business.

For more about how Sloan and the Localytics team engage and empower partners, including major initiatives they’re implementing to drive revenue, download the podcast.

About Our Podcast

Want to hear more? Subscribe on iTunes. Also available through Google Play. The Allbound Podcast explores the evolving fundamentals of partner-based selling in the SaaS and subscription economy. Featuring some of the industry’s brightest minds in channel sales and marketing, episodes of The Allbound Podcast delve into how and why indirect sales and marketing has long been, and continues to be, a proven medium for accelerating growth and success. And how traditional “channel” models are being transformed into efficient, connected ecosystems to supercharge sales and drive customer success while keeping costs low. Subscribe on iTunes