Deel Senior Manager, Partner Programs, Eduardo Ezbanon Partner Program Strategy

First of all, I recommend building a clear framework that defines the use cases for bringing service partners. Have an answer to the following questions: when to engage a service partner? How can a service partner bring value to the client? How can brining a service partner bring value to the CS team? Second, make sure there's an easy process for CS teams to make partner referrals clear and easy. Having a "refer a partner" button that triggers the process from any tool your CS team uses can be helpful Lastly, create incentives and recognition for the CS team. That's the only way you'll get them all onboard!

Here are the steps I recommend to build out services program: 1. Build a framework of benefits and requirements to partners. What is the minimum you expect from them (bring revenue, high CSAT scores), and what are you willing to offer in return (commission, service revenues, training, dedicated resources, etc) 2. Build certifications and training materials to make sure you partners know the product and how to deliver it 3. Launch the program and recruit the number of partners from your ecosystem you think is right 4. If you already have the customer base, build a simple workflow to send service opportunities to partners. You can use a simple project management tool for it 5. Have an infrastructure in place to measure the program requirements 6. Review and iterate as needed

1. Overloading partners with too much content - it's better to build role-based learning paths that are short, concrete and concise 2. No clear ROEs - understand that your partners and your sales teams are competing for the same leads. Build a clear ROE framework to avoid friction 3. Lack of easy access to resources - having resources in too many platforms can be confusing, try to concentrate all the resources in a self-service partner hub

It's definitely a key part of the strategy (maybe even one of the most important ones). Make sure your PMs commission structure is aligned to the overall partnerships strategy by aligning PMs commission to partner targets. Also, use a model to drive the right behavior in PMs - instead of pure commission, build a hybrid model. Example: 60% of the target can depend on metrics directly related to revenue, while 40% can depend on partner engagement metrics, such as training completion or CSAT

I would look at 2 main factors: commitment and flexibility. Commitment - partners should be willing to invest resources in your program, or at least build a joint roadmap on how they will increase their investment over time. Partnerships that start with partners thinking they are bigger than you and constantly asking you to show them value before making a commitment are usually expected to fail. It needs to be understood that both sides will take risks initially. Flexibility - partners that work with multiple vendors need to be open to adapt to the way of working of each. There obviously needs to be some common ground here, but partners that are constantly bringing red lines since the signing stage are not likely to succeed in your program. You can't build a full program for each partner you bring onboard.

Here are some recommendations I've used in the past to show value to partners at early stages: 1. Offer free enablement & training materials 2. Plan a joint event, and offer to sponsor a portion of it 3. Early access to support - assign a partner manager that can help them close their first deal 4. Monetary incentives - offer a higher commission for the first deal they close

Here are some metrics you can rely on: 1. CSAT - basic but effective and easy to measure 2. Account health - harder to measure, but if you manage to prove that accounts that work with service partners are healthier and driving expansions or retention, everyone will be bough in 3. Influence in revenue - attribute a portion of the revenue when a service partner was involved in closing a lead

1. Build a self service and automated onboarding process - use tools such as a parter portal (if you have one) and automated welcome emails 2. Have a structured training & certifications plan - Rely on an LMS or live webinars to deliver training content 3. Clear ROEs - have a deal registration mechanism in place and tiered incentives to be transparent on what should partners expect from your program 4. Have a community where partners can answer questions to each other