A partnership framework helps you be more systematic with driving growth through partnerships.
In today’s rapidly evolving business landscape, partnerships have become the cornerstone of success for many system integrators (SIs) and independent software vendors (ISVs).
Whether collaborating with SIs for distribution channels or integrating with big tech platforms like AWS and MS, partnerships offer invaluable opportunities for growth and innovation.
In this post, I’ll outline a simple yet proven partnership framework for success. Evaluate any successful partnership, and you will see these ingredients in play.
There is no shortcut.
Let’s dive in.
Alignment and Understanding
The first two steps of the partnership framework are education, then alignment.
First, education. If you don’t know what a partnership can do for you, then you need to address that first. So,
if you don’t value partnerships, then the place to start is there. Don’t get into partnerships first. Shiny things like logos on a website and a press release don’t go the distance. You’ll spend time & energy and still end up not too far from where you are today.
After you’ve come to understand how partnerships help, then the next step is alignment on a specific partnership you have in mind. Both parties should be on the same page regarding goals, expectations, and desired outcomes. KPIs might seem similar, e.g. revenue, but both parties will do very different things to get there. SIs will need to train employees, build capacity, and create solutions. And ISVs will have to build integrations. The incentives are very different too. It’s important to realize that upfront.
Bring the right value to your partner. Understand what the other party wants, and then take action. For example, ISVs and tech platforms value domain expertise and enterprise architecture knowledge. While, SIs will value existing client demand.
By developing a comprehensive business plan and defining clear KPIs, partners can establish a solid foundation for collaboration. Additionally, implementing a simple governance framework helps ensure consistent progress and accountability.
Example: Imagine an ISV partnering with an SI for distribution channels, while also integrating their software with a big tech platform like AWS. By aligning their goals and defining measurable KPIs upfront, both parties can work together more effectively and track their progress over time.
Developing the Right Value Proposition
A compelling value proposition is essential for attracting clients and differentiating oneself from the competition.
SIs and ISVs should invest time and resources in understanding client needs and preferences, leveraging design thinking methodologies to brainstorm innovative solutions. Whether through the creation of demos, prototypes, or detailed blueprints, partners must showcase the unique value they bring to the table.
Step back and see how to make the client successful, not just the product integration.
Often the value is generated upstream or downstream of a software installation. And the business benefits are driven through reduction in latencies and improvement in data quality. Look for those integration and value points.
Example: Suppose an ISV is partnering with an SI for distribution channels while also integrating their software with a big tech platform. By developing a comprehensive value proposition that addresses client concerns and showcases their expertise, the partners can effectively position themselves as trusted leaders in their respective fields.
Field Sales and Building Trust
Building trusted relationships is paramount in any partnership.
SIs and ISVs must work closely with their sales teams, providing tools and knowledge they need to succeed. This includes sales enablement such as tips for selling each other’s solutions, answers to common client questions, and insights about competitive benchmarking.
By supporting their sales peers with resources and information, partners can become reliable allies, fostering strong connections and trust.
Organize joint educational webinars and sessions to raise awareness and be top of mind. Additionally, conduct account mapping exercises to identify potential collaboration opportunities and prioritize your pursuits.
Be quick to qualify and also disqualify. If someone is not interested, focus on education and building direct client interest. Remember, you can take a horse to the water, but you can’t make it drink.
These efforts empower your sales teams, enabling them to sell more effectively, address client needs, and stand out in the market.
Example: Consider an SI and ISV collaborating on joint field sales efforts to promote their integrated solutions. By exploring ways to engage clients and providing valuable insights and guidance, the partners can establish themselves as trusted advisors, driving mutual success and long-term relationships.
Co-Marketing and Raising Awareness
In partnerships, success comes from using what’s given wisely.
While partners help, it’s up to both SIs and ISVs to take charge of marketing. Why? Because boosting client demand and getting noticed needs active work and a tailored plan.
Client demand also create better incentives for sales teams to collaborate more actively. Everything is solved if there is client demand.
Team up to talk about your combined solutions and industry knowledge. It’s not just about putting logos together or posting on social media. It’s about making a detailed plan that speaks to your audience, shows why you’re valuable, and shares what you can do together.
To do this well, you need to get out there together, talking about the problems you solve. This means making great content like blogs or webinars that teach and inspire. You also need to join industry events, like conferences or online meetups. These let you show off your skills, meet new clients, and become known as experts.
Address all three stages of the buyer journey if you can – awareness of pain, consideration of approaches, and decision on which solution to buy.
So, while partners help, it’s up to you to make the most of it. Most ISVs and big techs have co-marketing funds SIs can use.
Example: An SI and ISV partnering on sponsoring an industry talk at an event to showcase their integrated solutions and thought leadership in the industry. By producing high-quality content, the partners can elevate their brand visibility and attract clients.
Next Steps – Using the Partnership Framework
In conclusion, to be successful, this partnership framework helps you with the right planning, alignment, and proactive engagement. By following this framework, partners can establish strong collaborations that drive mutual success and create value for all parties involved.
Take this partnership maturity assessment to see how you’re doing. There’s also a simpler quiz you can take. Both give you instant results.
And then get in touch to see how we can unlock the full potential of partnerships for you.