Michael Jed Lantis

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

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

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.

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.

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.

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.

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)

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.,