I speak with founders, sales execs, and partner pros all the time. And I've found that many think about their partner ecosystem 1 dimensionally.
Founders are usually very focused on how amazing the product / service is. Agencies and SIs should be super excited to partner so they can leverage the product to strategically benefit their customers.
This is of course important. Succinctly recruiting and enabling partners to understand the product value prop is fundamental to a good performing ecosystem.
But... its table stakes.
Meanwhile, a vast majority of Partner Leaders I speak with are primarily focused on the value of the program. Emphasis is on the process, criteria, and benefits from the programmatic elements. These are important topics to define, operationalize, and communicate to partners.
Very few really care about referral fees, MDF, tiers, etc.
However, in my 30+ years working for or with partners, I've found very few really care about referral fees, MDF, tiers, etc. In fact, when they do, its usually the most mature partner in a mature ecosystem that's looking to differentiate...
And this too... is table stakes.
Where a lot of organizations fall short, especially early stage and growth companies, is the most valuable and actionable part of the value chain. The value of the partnership itself. Stay with me here...
Looking at the partnership from the partner's point of view. What is the value from the partnership?
Will building capability for this partnership allow them to open new accounts?
Will it offer new revenue streams in existing accounts?
Will partnering give them tools for improved staff recruitment, retention, utilization?
Will partnering give them more 'feet on the street' and become a force multiplier for taking the hill together?
These topics are the toughest for partner programs to capitalize on. It requires the partner manager to take the time to understand their partner's business and to translate the product / program value prop into a partner centric value prop.
Most importantly when Sales Leaders get engaged and embrace the value of a collaborative and co-sell approach from an ecosystem lead GTM strategy, magic happens.