Building Partnerships that Drive Customer Value with Barrett King

Is your channel business loosing steam? Classic channel programs and partnering strategies were meant to serve one purpose. Drive more revenue. The world has changed. Focusing solely on more revenue for your company doesn’t fly with your partners or your customers. In this episode, I explore the art and science of building partnerships that drive […]

Is your channel business loosing steam? Classic channel programs and partnering strategies were meant to serve one purpose. Drive more revenue. The world has changed. Focusing solely on more revenue for your company doesn’t fly with your partners or your customers. In this episode, I explore the art and science of building partnerships that drive enhanced customer value that in turn drives growth.

Joining me is Barrett King, Sr. Director of Revenue at New Breed and host of the Outcomes podcast. Barrett worked at a partnering powerhouse, HubSpot, for 8 1/2 years before taking a leap to join their top partner. Barrett knows all about successful partnering. You’ll learn key success factors including the importance of collaboration, active listening to customers, and prioritizing meaningful relationships over traditional sales tactics in today’s evolving market landscape.

Here are some of the things I learned from Barrett about building partnerships that drive customer value:

Partnering is ultimately about the value triangle, you plus another organization, combined to deliver more value for your customer. If you keep the customer at the nucleus of everything that you do, then your go to market should always be about making their experience, their value, their outcome better. 
It’s easy to say things like ecosystem or community as a word. It’s harder to build them into your go to market, into your business at an organizational level. The companies and people that have done a good job are the ones that listened really well in the beginning.
No one actually owns the customer the way that they think they do. When you think about ecosystem, it’s about the shared value. It’s about blend. Blend in terms of the fact that it’s going to be give and get and someone may do more and someone may do less. But at the end of the day, if we keep it about the customer, then we all win. 
If you look at the best ecosystems, the best programs right now, are the ones that recognize that we need to do more than just call up our business and say, what are you going to sell this month? What are you going to service this month? If we actually work with them and to go to market through better marketing, better selling, through servicing, then we all win because again, the customers, are at the nucleus of everything we do.

LINKS & RESOURCES

Connect with Barret on LinkedIn
Hear Tiffani Bova on 5 Paths to Consistent Channel Growth
Check out Barrett’s podcast Outcomes: Where Partnerships and SaaS Meet
Try Impartner Partner Management
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