Avoid partnerships die-out

This goes for every partnership, no matter the type:
your partnership’s actual value is measured throughout the customer lifecycle.

Lots of companies are good at diving into partnerships, but as things go on, the relationship fizzles out.

Why?

Because most companies don’t have partners fully integrated into the heart of their value equation.

Getting programs going is easier than keeping them going because doing so requires that you build a durable business centered around partnerships—and that you align with other businesses who do the same.

Steal these 3 personalization plays

Ecosystem intel is powerful.

Normally, companies have limited insight into a customer or partner’s preferences, pains, and context. But, by tapping into ecosystem intel, companies can get the most relevant information on their partners and customers from those who’ve already earned their trust.

Properly leveraged, this intelligence allows you to personalize touchpoints at scale.

We teamed up with Reachdesk to put together three nearbound plays you can use to tap into ecosystem intelligence for personalized gifting.

Play 1: A co-branded gift campaign

You and a partner can create a co-branded gift campaign for either the accounts you share, or to target some of your partner’s specific accounts.

Decide on a gift, then make sure to include information on:

• What makes your respective products great, and

• Why your products work so well together

Co-branded gift campaigns can increase awareness of the partnership while also building goodwill with the recipient.

Play 2: Celebrate a champion

You’re trying to bring as much attention to the success of a champion as possible.

Tap into ecosystem intelligence to figure out what kind of gift they might enjoy and share. If they’re excited and sharing, other sellers will be incentivized toward the same actions.

Play 3: Get partners excited to do co-marketing

You are going to do some co-marketing with a new partner.

To start on a positive note, send them a personalized gift. Choose something that says I know you and pair it with a friendly note (below are some fun note options).

It builds trust, shows you care, and sets the partnership off on the right foot.

Learn more about nearbound gifting here.

Tips for partnership interviewing

Katie Landaal (SVP Global Alliances and Ecosystems at ZoomInfo) is sharing her tips to help you navigate the intricacies of the partnerships landscape in 2024.

Here’s a tip on talking with a hiring manager.

Always ask: Where does the partnerships org/person report to?

She explains,

Engage in a strategic discussion on the reporting structure, emphasizing the importance of setting realistic expectations aligned with the journey of co-selling with new tech partners. Advocate for a thoughtful process that educates teams and builds trust, ensuring optimal results.

Check out today’s tips on interviewing for a role in partnerships.

Share these 3 plays with a partner pro

Gifting with ecosystem intel is 10x better than without. Share this with a partner pro.