Partners as an enabler
One thing I have learnt during my career journey is that the partnership team is not an overlay for sales. Partnerships are an enabler for business development. Sales should focus on proving and providing value to customers. The partner channels should focus on enabling sales to provide better and faster value at scale. When thinking about the optimal partner model, you will need a blend of strategic and tactical partnerships to create measurable success for both business partners and clients: Partnerships should enable deeper engagement in existing accounts and drive revenue through new business.
Being cross-functional
And ‘yes’, sometimes partner management is much like ‘herding cats’! Partner managers need to be able to work comfortably across different business functions; it’s a lot like conducting an orchestra −bringing together the different teams, at the right time, to deliver harmoniously. We help find consensus in sales, agree on go-to-market offerings, solution development and, often, architect, and instigate joint ventures and investment. Sometimes we reach across all functions, from Sales, Operations, Legal, Finance, People Development, Marketing, and all things in between.
We also reach across all levels, from senior executives, to employees on the ground. Tell me: How exciting is that?! You get to truly work with all parts of the business, create understanding, co-ordinate outcomes and, ultimately, always with a focus on driving value to clients.
So, back to the initial question…
‘What am I doing in partnerships?’ Well, I deliver client value by providing common ground and enabling all functions to work together. This means looking beyond what’s on my own plate with an open mind to understanding relevant outcomes. I’m also working with people − and I like people. Yet, this is not enough. You need to build trust. Start building trust based on integrity; do what you say you will and stick to your commitments.
More on this next time…
Partnerships are fun and you can make them as good as you want them to be! I’m really keen to hear your thoughts…