Nate Flake

A partner program is only as good as it's metrics, but not all metrics need to be directly related to revenue or leads. Sometimes the best metrics to measure, especially in a new program, are activities that build trust, rapport and alignment on customer value for both you and the partner. These type of metrics could include: -# of partner product demos attended -# of meetings with new partners -# of comarketing initiatives planned -Partner sales engagements planned -Partner leadership alignment If you can nail down those activities, the tradiotonal partner metrics wins will follow: -partner leads -closed won partner deals -higher retention on partner deals when it comes to renewal time

This is the fun part of the job for us in the partner space. A well planned partner event can pay major dividends by not only creating an easy way for collaboration but also creates the opportunity to really get to know your partners. You can learn a lot more about a partner personally from an hour dinner than you can from months of weekly Zoom check ins. Can't emphasize the importance of well thought out partner events enough.

If you aren't regularly asking your partners what they would want to change in your program in the upcoming year, you are missing out on a huge opportunity. You have to realize that most of these partners are part of many partner programs (some of which are probably your competition) and getting their feedback of what they think is working and what isn't is absolutely crucial.

A lot of partner programs miss this element: they want the lead sharing but they don't want to talk about their partners too publicly - which a partner notices. It isn't difficult to create opportunities to spotlight your partners, whether that be a podcast, a newsletter to all of your partners, or even a partner spotlight on LinkedIn. I think too often partner managers are hesitant to spotlight their partners until they have this amazing platform to promote them from. You don't have to have an elaborate spotlight program to start showcasing your partners solution and success.

Far too often partner managers will send the typical, generic gift at the end of the year or around the holidays so they can check the box. A well thought-out gift that is personalized to the partner goes a lot further than the cliché, expensive gift basket. You spend a lot of time with your partners - which means you should know a lot about them, both professionally and personally. Putting in the extra effort to make the gift meaningful is well worth it.

One of the hardest things about working with a remote team is that you seem to lose the sense of camaraderie that comes easier when working in an in-person environment. There are two ideas that can help keep the relationships with your remote team: -Schedule regular "coffee talk" meetings where the only purpose of the call is to catch up with your team and shoot the breeze. Be sure not to bring up work related topics on this call- it should be fun and team members will look forward to it. -Have regular contests with prizes throughout the year. The contests don't have to be too hard to win or have extravagant prizes, but the purpose of them is to create excitement on the team. You can try these and mix in some ideas of your own.