Resources will always be limited. To avoid dilution, we must consciously prioritize the areas of maximum potential, align on both short and long term goals and KPIs, and then deliver quick results to set a positive momentum.
How we engage clients jointly is critical for any partnership. But we can't just wish that field alliance to happen. Instead, we need to empower and initiate the cadence with the right enablement, engage clients on their desired transformation, and manage opportunities diligently.
Marketing of a partnership is a strategic initiative. It is multi-persona and multi-channel. It spans raising awareness of the partnership with clients, and also with partners themselves. It must craft and deliver the joint messages and align them with the desired impact on the sales funnel.
The value offer for a partnership serves as its foundation. The joint partnership offer delivers the desired transformation to clients. It's a mix of solutions and competencies needed to deliver the transformation. Without this, a partnership is unlikely to succeed.
If you're a growth leader (CEO, Chief Revenue Officer, CMO, or Business Head), you understand the need to tap into non-linear growth avenues.
Monetizing partnership programs isn't just important; it's paramount. The key lies in doing it systematically, transforming it into a reliable engine that consistently drives your business forward.
If you recognize the value of strategic partnerships as a revenue powerhouse, you're in the right place.
Every month that goes by without optimized partnerships translates to lost opportunities and revenue.
The computation is easy: simply multiply the average size of deals with an achievable number of deals, and factor in customer life-time value.
Inaction risks missed deals and hindered business expansion, impacting your bottom line and market influence.
Partnerships offer explosive growth and positive brand impact but come with unknown variables.
The dilemma: Should we "Invest on Returns", or think in terms of "Return on Investment". The answer is: Both. You need to prime the pump for the flywheel to work.
If you're feeling that uncertainty, you're not alone. It's very much a solvable problem.
Get instant results and benchmarks across peers.
Then let's figure out how to get unstuck and give your partner monetization plan the right foundation.
* A more comprehensive maturity model is also available but this quiz will give you a good indication.
Take The Online Partner Quiz
Your partners are successfully selling to your clients every day – with or without you. They are thus an important source of lead generation and account growth.
In most cases, this channel is underutilized. The primary reason is that technology partnerships are often a chicken and egg situation. We invest based on results, and results come as a result of investments.
If your partner channel is not contributing systematically to growth, then I can help.