PartnerHacker Daily #296: Partnerships Start with the Customer

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 start by asking: What drives revenue? Value to the customer. Get that right and the revenue will follow.

What does a Nearbound sales play look like in practice?

Jared riffing on nearbound sales.
Accelerate pipeline + close deals and over a dozen Nearbound plays. Check out some of the best plays to start with.

VP's of Sales and CRO's don't understand partnerships.

But is it their fault? NO. Hear me outπŸ‘‚

I was just having a convo with one of my former VPS the other day. And we both had a breakthrough moment when he asked:

So let's imagine one of my AE's does know that an account they are trying to drive pipeline with is a customer of one of our top integration partners. But, that AE cannot just ask for a referral. So what in the heck is my AE supposed to do?!??!

This was an unlock moment. A big one.

That's the promise of "Nearbound" and developing "Nearbound plays," for AEs.

What are the (in)numerate ways by which an AE can work with a partner in developing pipeline that is not merely asking for a referral?

Those plays are "Nearbound plays," and we need to do a better job at codifying and promoting them.

Are you under the gun for "sourced partner" pipeline?

Probably. Like everyone.

The way out, though, is through.

Help your CRO and AE's by demonstrating, documenting, training, and coaching on the actual Nearbound plays that your AE's can use to work an account to pipeline (or closed).

That's how you get your sales leadership to "understand" partnerships.

By building the plays their team can use to drive revenue together.

What are some of your most effective and favorite Nearbound plays you give to your AEs? πŸ€”πŸ€”πŸ€”

Drop a comment on LinkedIn, and we'll send the best play a free coffee mug or t-shirt :)

For real – Β let's learn out loud on this one.

Time to up your content game

Every week, Will Taylor and Ella Richmond put out the Ecosystem Creator Lab to inspire you to create content like a boss.

It's the first (and only) creator-focused partnerships newsletter.

Every newsletter has prompts to help spur your creativity, learn relevant topics related to the partnerships ecosystem, and get tips to help you up your game on social media.

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Here's how you engage your partners

Do you have problems engaging partners? Neeti Gupta shares three brilliant tactics! πŸ˜‰ 🧠

After 10+ years in partnerships, this is what's worked for her:

1️⃣ Discover πŸ‘€

Find a mutual customer who is interested in the joint solution.

Then leverage that customer contact to bring your two companies together. 🀜 πŸ€›

Neeti has found that this tactic works regardless of which stage of the partnership you're in.

2️⃣ Celebrate πŸŽ‰

Recognize your partner contact's achievements (awards, emailing their managers).

Celebrate both individual and joint successes.

3️⃣ Better-Together Story 🀝

Help build a strong business case.

Make it very easy for your partner contact to sell the partnership story internally.

Do the heavy lifting early and often. πŸ‹β€β™€οΈ

Neeti Gupta shares tactics for engaging partners. Watch the video here.

Firneo has a special offer for PartnerHacker subscribers! Get a FREE 1:1 coaching session when you enroll. Check it out here.


  • CHANNEXT - The Partner Recruitment Trap, Balancing Quantity vs. Quality - April 5th, 2023, 9:00 PST, 11:00 EST, 17:00 CEST - We’ve gathered industry experts to join us for a discussion regarding everything partner recruitment. Register here.
  • Magentrix - The State of Partner Engagement and Partner Portals in 2023 & Beyond - April 12, 1-2 PM ET - Hear from Aaron Howerton, Rob Rebholz, and Paul Bird about the root causes behind a lack of partner engagement with your portal and what you can do about it. Register here.
  • Firneo - Now - April 14th - Β Applications are being accepted for Certified Partnerships Professional Spring 2023 cohort. Learn the frameworks and tactics to excel in every facet of your partnerships role. Apply now.

Meme of the Day

Partner onboarding meme.
Thanks for the meme Partner Champion

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PhD referral reward swag.

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