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Question

Which co-marketing motions do you think are best suited for co-selling and why?

Answer
When co-selling with partners, I think the best motion is telling a story with you and the partner. You can use joint collateral such as Customer Success Stories and wins. This shows value to both the partner and your organization.,
Question

What have you experienced to be successful tactics to generate leads for partners (for-partner marketing)?

Answer
Customer success stories for joint customers and webinars targeting the partner's customers
Question

What is your go-to playbook for activating newly recruited partners?

Answer
When starting from scratch, target smaller partners with similar ICPs (ideal customer profile). You'll start getting a sense of what your IPP (ideal-partner-profile) then, you can rinse and repeat. A lot of times, referrals will be your best partners to work with or individuals that you meet in person (e.g., happy hours, dinner, conferences)
Question

What's the absolutely best way to coordinate those early co-selling conversations between AEs and the prospect?

Question

What are the most valuable marketing benefits you provide to 1/ consulting partners and 2/ technology partners?

Answer
For both social announcements on both sides, customer success stories for joint customers, co-sponsorship opportunities, blogs, and webinars.
Question

How do you demonstrate value and get prospective partners to the table (Outside of leveraging relationships) to kick off partnership discussions?

Answer
If you can find a common go-to-market strategy where both parties win, you can create a game plan and see if a partnership makes sense. A lot of times, I'll ask if there's something I can do to help or provide value. From there, you can start building a working relationship.
Question

How do you recommend getting started with setting goals for how many new partners to recruit on a monthly/quarterly basis?

Answer
I think you need to evaluate how your partner team is measured. From there, you can determine if you need to recruit new partners. Once you have a handful of partners, start breaking them down into tiers.
Question

Do you recommend cold outbound for partner recruiting? Why/why not? What has worked for you if yes?

Answer
Yes. When we started building our Partner Program here at Chili Piper, I was cold-emailing everyone who shared similar ICPs. I realized that the partners open to collaborating shared joint customers and didn't know we offered a Partner Program. If I would've never reached out, they might've never known.
Question

What partnership enablement material do you need to build to go-to-market with service partners?

Answer
An overview of your product that shows value to your partner's customers, what to do when a customer needs support, and how to communicate with one another.