Maeve Naughton’s Post

When working with partners, trust is gained through transparency. Once you break that trust, it’s very difficult to get it back. Takeaway…be open, transparent, and collaborative with your partners. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

Had a little down time recently and went through a bunch of old emails and newsletters. Found this article “Revive Stagnant Pipeline with These 6 Proven Tactics” from Scott Barker at the GTM Newsletter. Great ideas on how to be more creative and engage your customers and prospects and have them talking to each other more. We’re in the “who” economy, right? Link to the article is in the comments section. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

When was the last time you took a step back from your partner program and saw it from the eyes of your partners? What’s working? What needs work? What’s not working? If you haven’t, please do. An easy way to do it…have conversations with your partners to get these answers. It’s easy to get caught up in our daily tactical and strategic work and forget about the experience. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

I just read that around 80% of brands now run some form of partner marketing initiative. Does that sound right to you? I would guess it’s lower and definitely lower if you look at formalized partner marketing programs. But, it is gaining traction and that number will only go up as the value of partnerships is seen throughout tech companies. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

One thing I’ve learned in 20+ years of working with partners…there’s no black and white answer. Each partner program is unique. Sure there are lots of similarities between partner programs, but there’s no one size fits all. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

What’s the value of a partner program to you? To your company? Your partners? Take a minute to think about it. Are you doing it because “everyone else has a partner program” or because you actually see value for you, your company, and your partners? #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

Need to drive more growth but save costs? A partner program may be your answer. (You have to also make sure that you have the right product, the right fit, the right region…) #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

How to gain mindshare with your partners…Tip #4 Be a team! Create mutually agreeable plans, follow through on what you say you’re going to do, and be strategic and tactical to help them not only define goals, but help put actions in place to support them. Make your partners feel like they’re part of something unique and special. Is there a formal name for your program? If not, let the partners vote on their favorite names and get them involved in the program by spotlight them and letting them tell their story. #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

How to gain mindshare with your partners…Tip #3 Be transparent. Give updates on performance (good and bad), hold yearly business reviews with key executives, and offer a feedback loop on the program, processes, customer input, products. Bonus points if you have a Partner Advisory Board so that you can have open conversations and enable them to do the same.   #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com

Which partners do you spend the most time with? Is it the top tier ones doing most of the business? The middle tier ones working hard but aren’t quite there yet? Or, the bottom tier ones struggling to stay afloat? When determining which ones to focus on, make sure that you have the resources available and that the tier you’re focusing on has a definite business benefit. Image what would happen if all your bottom tier partners moved up…how would that impact revenue and resources? #PartnerMarketingMonday #Channels #Alliances #Ecosystems #Marketing www.MKNConsultingGroup.com