Churn butter, not customers
We've got a major problem in B2B SaaS right now.
It's a trust attrition problem.
Partner programs are built on trust.
The partner leader gains trust on behalf of the company.
The company doesn't bestow trust unto the PAM or magically gain it from a partner.
It’s a relationship, through and through.
Trust attrition is creating a relationship deficiency between companies and their most valuable partners.
And if retention is the new acquisition, then relationship retention must be a strategic intention.
The next time you think about cutting your partner program, think about the trust attrition that could follow.
Thanks for contributing to this section of the PhD, Jason Yarborough.
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- May 24, 12 PM ET – Firneo’s Partner School Series: WTF is an Ecosystem? Allan Adler from Digital Bridge Partners will be joining Firneo to share his insights on building a kickass partner ecosystem. Register here.
- June 1, 1 PM ET – PartnerHacker x Magentrix – Increase Partner Engagement and Grow Partner Pipeline by 26%. Register here.
- June 15, 12 PM ET – No B.S. Guide to Co-Selling Millions with Partners (from partnership people who’ve really done it). Chris Lavoie, Rob Rebholz, and Justin Zimmerman will share the real-world sh*t that works. Register here.
- June 27, 17:00 - 21:00 CET – Partnership Leaders x Reveal: Elevation Tour - Europe – Aircall's Office, 11 Rue Saint-Georges, 75009 Paris, France. Register here.
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