💬 Stephen Jones
DigitalGenius Head of Partnerships
Be very willing to be wrong. "Strong opinions, loosely held" is a great mantra for partner leaders in an early-stage programme.
In my most recent role, there was a single reseller partner that had driven 25% of new revenue in the previous 12 months. My first thought was "find their competitors and this will be easy! Speak to their top 8 competitors, and even if you only successfully activate one or two, you'll have doubled or even tripled the partner revenue!".
In the two years after joining the company, we drove $0 in new revenue from any reseller partners, including the one I inherited.
My initial hypothesis was very wrong, but by staying relentlessly focused on short term outcomes I was able to discover other avenues for partnerships; including a new cornerstone partner. Partnerships contributed 42% of new revenue for the financial year and more than half of that came from this one critical partner.
If I had stuck to the (seemingly sound) logic of investing time and effort into replicating what had already worked, we would've completely missed that opportunity, drove 0 new clients, and I'm sure I wouldn't have been asked to stick around for very long!!