Crownpeak VP Global Partnerships, Matt Kaler Pilgrim profile picture

Matt Kaler Pilgrim

VP Global Partnerships at Crownpeak

7 questions answered
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Crownpeak VP Global Partnerships, Matt Kaler Pilgrim
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Partner Recruitment

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Question
How do you choose which technology partners are a good fit for your business?
Answer
I think its always important to have input from other parts of the business or certainly have a clear view on what some other areas of the business would like to see from a partnership. For example, if you are recruiting technology partners be sure to understand what your product roadmap looks like, what some of the technology dependents might be in a typical client set up and what factors, such as data feeds or connectors, are able to enhance your offering. The product teams will have a good view on this and also know what is being considered from a roadmap perspective – don’t recruit what you are about to build. You can also get feedback from customer/product teams on what existing customers most ask for in terms of complimentary functionality or if you are recruiting agencies – who are the agencies in and around the projects that your technology enables. All of this information helps you build an IPP (Ideal Partner Profile) which you can use to map potential partners against. An IPP can be created using the info above and some basic company profiling and go as deep as you want it to go. I think that an IPP is a constantly evolving profile that gets better over time. For example, you may have one or two really successful partnerships that display certain traits relating to culture, org structure, branding - these are things that its hard to predict but you learn as you build an ecosystem so always revisit the IPP and add to it. If you need a place to start, work it back from the company ICP, you should be targeting partners that have a similar target customer profile and can add some basic info on what type of characteristics a partner should have that can drive value from working with you
Partner Recruitment
Technology partner
Service partner
Question
How do you demonstrate value and get prospective partners to the table (Outside of leveraging relationships) to kick off partnership discussions?
Partner Recruitment
Service partner