Real-World Romances

Now, let's see how some tech giants are writing the ultimate partner experience rom-com:

Amazon Web Services (AWS)

With over 100,000 partners globally, APN offers a vast pool of expertise for customers. This allows businesses to find partners that align with their industry and cloud adoption stage.AWS prioritises customer needs by building programs that address those needs. Partners extend this focus by providing solutions that cater to specific customer requirements. AWS offers programs like the Partner Transformation Program to help partners develop their cloud knowledge and skills. This ensures partners can provide high-quality solutions and support to customers. This creates a smooth onboarding process and empowers partners to become experts in selling AWS solutions.

Salesforce 

Think of their Partner Community as the cosy coffee shop where all the brainstorming happens. They provide a wealth of resources, including co-branding opportunities, lead generation tools, and access to exclusive events. This fosters a sense of community and equips partners with the tools they need to expand their businesses. What’s more, Salesforce heavily invests in its partners' success. They offer programs like Trailhead, an exceptional online learning platform, to equip partners with the latest Salesforce knowledge and skills. This ensures partners stay on top of the game and can deliver cutting-edge solutions to their clients.

Microsoft

The Microsoft Partner Network offers a tiered program with varying benefits based on partner performance. This thoughtful approach ensures all partners feel valued, regardless of their size or experience level. It's like having a roommate agreement that works for everyone. MPN offers a tiered membership structure, catering to businesses of various sizes and specialties. Each tier unlocks increasing benefits, from basic support for new partners to advanced specialisations and co-selling opportunities for established ones. MPN goes beyond basic support. They offer extensive training programs, certifications, and access to technical specialists. This empowers partners to develop deep knowledge of Microsoft products and solutions, allowing them to deliver high-quality services to customers.

‍

Top 5 Practical Tips for Optimising Partner Experience

If you’re looking to build a sustainable partner ecosystem, it’s time to trade friction for innovation. Here's your roadmap to creating great Partner Experience (PX):

‍

#1 Streamlined Onboarding 

A streamlined onboarding process is the cornerstone of a positive partner experience (PX). It sets the tone for the entire partnership, in other words, your partners know what to expect. The level of professionalism and openness at the start will be expected throughout the whole partner journey. 

Kick-off Meeting and Goal Setting

Prior to formal onboarding, proactively reach out to introduce yourselves, outline the next steps, and address any initial questions your partners might have. This sets a positive and transparent tone. Other ways to set a joint action plan, would be to schedule a kick-off meeting to collaboratively define SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) for the partnership. This fosters mutual ownership from the start and ensures everyone is aligned on priorities.

Training Materials & Feedback

Provide access to customised training materials, webinars, and knowledge bases. Leverage your partner collaboration platform (PCP) to co-create training sessions that address the specific needs and goals of each partner. This personalised approach ensures partners are well-equipped to succeed. Make sure to utilise the PCP to automate partner data collection. Make the process efficient and avoid overwhelming partners with unnecessary paperwork. The PCP can also pre-populate fields based on existing information, saving partners time and effort. Utilise the PCP to automate partner data collection. Make the process efficient and avoid overwhelming partners with unnecessary paperwork. The PCP can also pre-populate fields based on existing information, saving partners time and effort.

Integrate feedback mechanisms into the onboarding process through the PCP. Encourage partners to share their experience and ask questions. This fosters a collaborative environment where both parties can continuously improve the onboarding journey. Further, integrate feedback mechanisms into the onboarding process through the PCP. Encourage partners to share their experience and ask questions. 

Dedicate a Partner Success Manager (PSM)

Assign a dedicated PSM to each partner who acts as their primary point of contact throughout the onboarding journey. The PSM facilitates communication within the PCP, answers questions in real-time, and provides ongoing support.

‍

#2 Partner Enablement 

Knowledge is power. Provide comprehensive training materials, marketing assets, and technical support to ensure your partners have the tools they need to effectively sell your solutions. Partner enablement is the key to unlocking the full potential of these collaborations. It's the ongoing process of equipping your partners with the tools they need to effectively sell, market, and support your products or services. 

Here's a breakdown of the typical partner enablement process and some key tips to maximise 

Needs Assessment

Begin by understanding your partners' unique needs and goals. This may involve surveys, workshops, or one-on-one discussions.

Content Development

Based on the needs assessment, create a comprehensive learning program tailored to different partner roles (sales, marketing, technical support). This can include online training modules, video tutorials, product documentation, and sales collateral – all readily accessible through a centralised partner portal or partner collaboration platform.

Training and Certification 

Offer training sessions (live or on-demand) to educate partners on your products, solutions, and sales methodologies. Consider offering certification programs to validate their knowledge and enhance their credibility with customers.

Marketing and Sales Tools

Provide partners with co-branded marketing materials, sales tools, and enablement resources like battlecards and competitive intelligence reports. This empowers them to effectively reach their target audience and successfully position your offerings.

Ongoing Support 

Don't stop after initial enablement - provide ongoing support through dedicated partner success managers (PSMs), Q&A forums within the partner portal, and knowledge base articles that address frequently asked questions.

‍

#3 Consistent and Open Communication 

‍

‍

Maintaining open communication channels and providing timely updates on programs and initiatives. Regular check-ins are a must. Keep your tech squad informed about product launches, marketing campaigns, and any changes that could impact their business. 

Here’s a few ideas how to keep the communication going in a more interactive way:

• Invest in partner collaboration software, which provides a ‘universal partner portal’
• Offer webinars and personalised communication 
• Set up regular check-ins (daily huddles, weekly meetings) 
• Encourage open exchange of ideas and concerns through kanban collaboration, where partners can freely message each other and share insights real-time 
• Streamline lead sharing with CRM seamlessly integrated with your partner collaboration platform for maximum insights on your partners’ success
• Clearly define lead qualification criteria and ownership protocols
• Create automated lead routing and notifications to ensure timely distribution.

‍

#4 Collaborative Problem-Solving

Fostering an environment where both parties work together to address challenges and maximise opportunities is crucial. With PCPs you can break down silos and foster seamless collaboration between partners and internal teams using a Kanban board system. 

This visual tool excels at managing cross-company, cross-team problem-solving by:

Shared Visibility

Create a single Kanban board accessible to all partners and internal teams. This creates transparency, allowing everyone to see the current problem-solving pipeline.

Streamlined Workflow

Define clear stages for the problem-solving process (e.g., "Identify Issue," "Brainstorm Solutions," "Develop Action Plan," "Implement & Monitor"). Cards representing challenges move across the board, keeping everyone informed of progress towards resolution.

Collaborative Problem-Solving

Teams can comment on cards, propose solutions, and assign tasks directly within the platform. This eliminates email back-and-forth and fosters real-time collaboration.

Clear Ownership and Accountability

Assign tasks related to solving the problem to specific individuals (internal or partners) within the Kanban cards. This ensures clear ownership and accountability, keeping the process moving forward. By implementing a Kanban board system for partner collaboration, you can break down communication barriers, promote efficient problem-solving, and foster a culture of joint innovation.

‍

‍

#5 Build Mutually Beneficial Programs and Incentives

One size doesn't fit all. Develop programs designed for different partner types (resellers, system integrators, etc.) with tiered benefits and rewards based on performance. Offer rewards like co-branded marketing campaigns, sales spiffs, or exclusive product access. (example: Microsoft Azure tiered partner program with benefits based on revenue and solution expertise).

It’s beneficial to publicly recognise partner successes through social media posts, press releases, or industry award nominations. This showcases your appreciation and motivates other partners. (example: Cisco recognising top-performing partners at their annual partner summit).

Other ways to show appreciation to your partner ecosystem is by organising exclusive partner events or conferences to foster networking and knowledge sharing. What’s more, you can offer VIP experiences or recognition programs that acknowledge top performers. (example: Google Cloud Partner Onboard events offering exclusive training and networking opportunities).

By implementing these strategies, you build a culture of mutual appreciation and incentivise success within your partner ecosystem. Remember, successful partners are happy partners, which is the only way for sustainable growth.

‍

‍

Business Value of Having Great Partner Experience

By prioritising partner experience, you're not just building a network; you're building a team of advocates. Just like any customer, partners who feel valued and supported are more likely to stick around for the long haul. A positive experience translates to loyalty, which means your partners are more invested in promoting your solutions and driving mutual success. When partners feel like they're part of a team, not just another cog in the machine, collaboration flourishes. 

Delighted partners become your biggest brand ambassadors. They'll sing your praises to their networks, leading to increased trust and credibility within the industry. This organic promotion can be far more powerful than any traditional marketing campaign.

‍

‍