Episode 33: The Right Way to Set up your Partnership, Reseller & Affiliate Strategy: An Interview with Jen Spencer

About Allbound: Problem & solution   Definitions: Channel Partners vs Referral Partners vs Co-Marketing Partner vs Reseller vs Affiliates   When should I start thinking about External Partners?  Affiliates & Co-Marketing - Never too soon for these. Make sure you and your partner are speaking the same profiles/customers. Co-marketing tend to be “nice-to-have" Referral Partners - Once you’ve identified the right Product-Market fit. Have an ideal Customer Profile & Buyer Personas built Reseller Partners - Most resellers want to own implementation. Make sure your product can support a reseller. Every Reseller is assigned a Customer Success Manager. One reseller could equal 10, 50, 100 customers   “Partners” - The best partners provide you a predictable revenue stream.   Structuring Programs: Look at other firms and partners. Learning from Hubspot, Marketo, Salesforce i.e. 10% of first year revenue Evolve the program   Implementation: Things fizzle. Partnership is a relationship. "Partners are people too.”  Train, educate. Treat your Partners just like a brand new sales rep. Channel people are massively under-resourced Outline and structure - online meetings, vs in-person, self-serve. Be transparent and map out in a Agreement.   4 Pipelines: New Customers Renewals Professional Services Partner Pipeline   4 Pillars: Content - The way that knowledge transfer happens. Access to content (ie. training, internal price sheets, playbooks, data, research); PLUS end-user Collaboration - Include your Partners in your product communication, pricing, services Customer Success - How does my customer want to buy? How do they want to be serviced & supported? Culture - Touches every part of your business & approach   The Honest Conversation - Sometimes the timing isn’t right. Be honest. Let’s come back to this in 6 months, 1 quarter.   Exclusives: Think really    MyChannelScore.com   Unusual:  Completely different vertical or space Expand   Show Links: Jen LinkedIn: https://www.linkedin.com/in/jenspencer/  Jen on Twitter: https://twitter.com/jenspencer Allbound Blog: https://www.allbound.com/blog  MyChannelScore.com - Score yourself on Content, Co The Allbound Podcast on iTunes: https://itunes.apple.com/us/podcast/the-allbound-podcast/id1153309766  Blog Post – “The Subscription Economy: Why Channel Sales is Essential for SaaS”: https://www.allbound.com/blog/the-subscription-economy-why-channel-sales-is-essential-for-saas B2B Growth Podcast: http://sweetfishmedia.com/b2b-growth/ Tiffani Bova: https://www.linkedin.com/in/tiffanibova

About Allbound: Problem & solution   Definitions: Channel Partners vs Referral Partners vs Co-Marketing Partner vs Reseller vs Affiliates   When should I start thinking about External Partners?  Affiliates & Co-Marketing - Never too soon for these. Make sure you and your partner are speaking the same profiles/customers. Co-marketing tend to be “nice-to-have" Referral Partners - Once you’ve identified the right Product-Market fit. Have an ideal Customer Profile & Buyer Personas built Reseller Partners - Most resellers want to own implementation. Make sure your product can support a reseller. Every Reseller is assigned a Customer Success Manager. One reseller could equal 10, 50, 100 customers   “Partners” - The best partners provide you a predictable revenue stream.   Structuring Programs: Look at other firms and partners. Learning from Hubspot, Marketo, Salesforce i.e. 10% of first year revenue Evolve the program   Implementation: Things fizzle. Partnership is a relationship. "Partners are people too.”  Train, educate. Treat your Partners just like a brand new sales rep. Channel people are massively under-resourced Outline and structure - online meetings, vs in-person, self-serve. Be transparent and map out in a Agreement.   4 Pipelines: New Customers Renewals Professional Services Partner Pipeline   4 Pillars: Content - The way that knowledge transfer happens. Access to content (ie. training, internal price sheets, playbooks, data, research); PLUS end-user Collaboration - Include your Partners in your product communication, pricing, services Customer Success - How does my customer want to buy? How do they want to be serviced & supported? Culture - Touches every part of your business & approach   The Honest Conversation - Sometimes the timing isn’t right. Be honest. Let’s come back to this in 6 months, 1 quarter.   Exclusives: Think really    MyChannelScore.com   Unusual:  Completely different vertical or space Expand   Show Links: Jen LinkedIn: https://www.linkedin.com/in/jenspencer/  Jen on Twitter: https://twitter.com/jenspencer Allbound Blog: https://www.allbound.com/blog  MyChannelScore.com - Score yourself on Content, Co The Allbound Podcast on iTunes: https://itunes.apple.com/us/podcast/the-allbound-podcast/id1153309766  Blog Post – “The Subscription Economy: Why Channel Sales is Essential for SaaS”: https://www.allbound.com/blog/the-subscription-economy-why-channel-sales-is-essential-for-saas B2B Growth Podcast: http://sweetfishmedia.com/b2b-growth/ Tiffani Bova: https://www.linkedin.com/in/tiffanibova