ReadyTalk

Meet with Confidence

Mutually Beneficial Partnerships, Part 1: How to Discover the Right Areas for Partnership

Posted by Anita Wehnert on
Share this Post:

My background in is product. I have lived and breathed technology product marketing and product management for more than 17 years.  After leading ReadyTalk’s product strategy organization for the past 3-1/2 years, I recently shifted my attention to focus on strategic partnerships and integrations. While my title is new, my involvement in partnerships at ReadyTalk is not.  I have helped build relationships with many of our partners, including Eloqua, ExactTarget, Pardot, and Marketo.  I’m excited to share some of what I have learned over the past few years about creating mutually beneficial partnerships in a three-part series of posts.  Let’s start with some advice on kicking off a partner program and identifying areas for partnership.

Mutually Beneficial Partnerships

Why Partner?

Thinking about starting a partner program at your organization? The first question you should answer is “why?” Do you want to:

  • Generate leads for sales?
  • Acquire new customers?
  • Retain existing customers?
  • Upsell/cross-sell existing customers?
  • Fill gaps in your product offering?
  • Fulfill unmet market needs?
  • Expand your product portfolio?
  • Offer complementary services to your customers?
  • Extend your sales reach?
  • Something else?

There are many reasons to partner, sohaving a clear picture of the objectives for your partner program is key.  Now that you know where you are headed, the next step is to uncover potential areas for partnership.

Identifying Areas for Partnership

In my opinion, successful partnerships (like successful products) start with a focus on the customer. If you start from the perspective of understanding your customer’s environment, objectives, and top-of-mind issues, you’re in the right frame of mind to find partners who will help you deliver value to users and achieve your goals.

Here are a few questions to think about to help identify promising areas for partnership:

  • Who is your target customer? What does their typical day look like?
  • What other technologies play a role in their business processes?
  • Where are the pain points in their current processes? Are they manually moving data from your app to another app?
  • Can you save them time, help them solve a problem or be more effective at their job by integrating systems? 
  • Have users ever asked you to help them solve a problem in an adjacent space?
  • Have they ever asked you to integrate your product with another application in their workflow?
  • How can you create more value for them through partnership? 

Considering these questions will help you identify categories of companies where partnership or integration can make a difference. In Part 2, I’ll share tips for how to approach a company about a potential partnership and how to vet which partner is the best fit for your organization.

Just starting a partner program? What other questions do you have? Already running a successful program? Please add your own tips.

 

Comments for Mutually Beneficial Partnerships, Part 1: How to Discover the Right Areas for Partnership

blog comments powered by Disqus

Recent Posts

6 Perspectives On Realistic Goals For New Advocate Marketing Programs (Guest Post)

6 Perspectives On Realistic Goals For New Advocate Marketing Programs If you’re anything like me, you have to set explicit goals for yourself before you can get anything really...

Find the Paths Your Customers Follow (Guest Post)

Find the Paths Your Customers Follow SHINY OBJECTS ARE DISTRACTING ReadyTalk recently invited me to provide a webinar on delivering content for demand generation and customer...

New from ReadyTalk - iPhone App Web Participant

Joining web meetings from your iPhone has never been easier.  Whether you are in the office or on the road, you can now participate in both the audio and web portions of the...

New Collaboration Features Available From ReadyTalk

New Collaboration Features Available From ReadyTalk Collaborating just got easier! Starting today, you can choose to present from multiple monitors, pause your screen share and...

Less Work, Better Results: Use Marketing Automation to Your Advantage

Using Marketing Automation to Your Advantage    After broadcasting a webinar and recording it, promoting it and encouraging people to watch the recording becomes the next steps for...

The Power of Webinar Tactics for Lead Qualification

The Power of Webinar Tactics for Lead Qualification  Webinars allow you to not only generate leads, but are also an excellent way to generate lead qualification. By utilizing...

If You Don't Try Designing a Live Webinar for On-Demand Use, You'll Hate Yourself Later

Designing a Live Webinar for On-Demand Use   In recent years webinars have grown in popularity for marketers in the B2B world with about 62 percent of all B2B marketers currently...

Don’t Stutter. Use the Webinar ROI Calculator to Show Your Success.

Don’t Stutter. Use the Webinar ROI Calculator to Show Your Success. Remember that time when your boss asked you about the success of your webinar program? If you stuttered,...

If You Struggle With Evergreen Topics, Read This

Finding Evergreen Topics Many marketers are generating leads through webinars with the lowest possible cost effort by recording your webinar and redistributing it. On average, a...