Answer
We defined a partner journey process that consists of multiple steps. In our first meeting with a potentially new partner we transparently show/describe these steps so we set expectations for our partnership and are aligned from day one.
At Contentful, these steps are:
1. Sales Enablement
Run a sales enablement training with the partner’s sales, biz dev, partially technical as well as leadership team. This training consists of our positioning, product information, ideal customer profile, customer use cases (what to listen to), case study examples, how to sell together, pricing concept, training options (certification) and next steps. We experimented with having this as a recorded on-demand session which partners get access to in our Partner Portal but realized that it is often outdated very soon and when running these sessions manually, you can actually have a conversation with your new partner and learn about their ICP and their views on the market and their positioning, as well as ask them questions and potentially hear about some customers they have in mind when you inspire them with your use cases and case studies.
2. Account Mapping
We used to run them with spreadsheets, nowadays, we use Crossbeam. Account Mappings are always good to understand each other’s customer landscape and to discover some low-hanging fruits to work on together. For example, if you find multiple accounts in the same vertical and you have a customer case for that vertical, you could run a very specific webinar towards these accounts together. If you are good at replacing or complementing another technology and your partner knows that in some of their customer accounts these technologies are end-of-life and would need to be replaced, or you could add value to a technology as the complementing technology then you could also run an activity (webinar, thought-leadership paper, concrete BDR outreach) towards these accounts.
3. GTM plans and activities
Typically after step one and two there are some leads to work on. If not yet, you had a reason to set up the partnership with your partner, which is to create additional value to your customers. The value you produce with your partnership should be bigger than each party going to market on their own (1+1=3). So, think about your joint value proposition, your sweet spot. What are you solving for? Can you offer a specific accelerator, a vertical offering, a technology expertise, a certain services offering etc.? Build a GTM plan around that offering. Specify how you create awareness, what channels and formats to use, what’s your timing, what’s the expected outcome?
4. Certifications
Often partners only invest in certifications when they have their first project(s), as they don’t want to take people off other projects without the prospect of upcoming work for them. We have an online certification training, partially self-paced, partially instructor-led and hands-on. It is working very well and partners are typically capable of running a project on their own after taking this training. I recommend having a shorter version for partners who already have a lot of experience with your product. For partners not having had any training before their first project, I recommend a Professional Services offering specifically for your partners to support them during that first project.
5. Grow the partnership
Run QBRs with your key partners on your GTM plan, check in on goals and how you track and always plan for the next 2 quarters/12 months. Your partner will grow, gain certs and win projects and climb up the ranks of your partner program. Repeat this process (and enable new people) and also always re-evaluate the tiering of your partners (which might change). With limited capacity, prioritization is important, we do the GTM planning with Tier 1 and rising Tier 2 partners.
The baseline for making this activation process work is that you know your ideal partner profile, have qualified the new partner beforehand and that they show commitment to this partnership.