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,