Start with your LTV It's kind of crazy to me how few partnerships professionals are tracking their impact outside of net new revenue... Yes, we can bring in a ton of pipeline and revenue and even influence other no-partnerships deals, but that's just a fraction of the story. We need

Give a referral right away What's your preferred method of starting a new partnership? Mine is sending someone a referral IMMEDIATELY. Why? 3 reasons: 1. The fact that I have an opportunity means that there is an indication of value to our internal teams and customers. 2. It's a great

Start small and build trust If you want to build trust with your customer-facing teams, create small and intimate opportunities for them to meet your partners. The better the relationship THEY have (not you), the more they will trust they can do right by the customers they work with. Ergo,

PSA for Partner Managers looking to get a bit more from your partners Present your partners with a business case that they can bring to a customer and show them in detail what your solution can do for them (ideally in $$). What we all care the most about is customer

Beware of the give/get paradox It's natural to think that for every referral you send a partner, you should get one back. Or, for every co-marketing campaign you bring a partner into, your partners will ask you to participate in one of theirs. But if you dive deeper, that

Don't make this mistake As a partner pro, if you're not tracking your impact on retention/LTV and expansion revenue, you're shooting yourself in the foot. Not doing so just makes you a glorified and higher-salaried Account Executive. Partnerships impacts so much more than net new revenue, and our impact

It's all about the customer If you approach partnerships with a customer-first mindset, you can't lose. If your first thought is revenue, you'll never win. Thanks for contributing to this section of the PhD, Marco De Paulis. P.S. - You have to think about revenue. But you have to

Partner enablement is NEVER done. It is a continuous, iterative, ever-changing PROCESS that has no deadline or "done" status. Whether it's your internal teams or your partners, don't think that once you do a lunch & learn that the box is checked. Finished an enablement session? Great, get them added to

One of the worst things you can do at the beginning of a partnerships conversation is, after a few minutes of talking about the weather, ask the partner on the other side of Zoom, So, what can we expect from a referrals perspective? This has played out thousands of times,