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10 Insights for the Evolving Partner Ecosystem

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A Partner Portal is Not a Silver Bullet

10 Insights for the Evolving Partner Ecosystem

01.08.25

Get ready to adapt to the new rules of partner engagement and ecosystem success.

The partner landscape is transforming at an unprecedented pace. In our annual partnering webinar where we answered submitted questions, Diane Krakora and Jay McBain unpacked the trends redefining partnerships, from the rise of non-transactional incentives to the growing dominance of marketplaces. As partners take on multifaceted roles and buyers demand seamless, data-driven experiences, vendors must evolve to stay ahead. Here are the top 10 takeaways from their discussion that every partnering leader should know.

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Topics: Partnering Tips

Balancing the Scales

11.19.24

3 Shifts in Technology Alliances

For thirty years we’ve been helping technology vendors foster alliances with other hardware and software companies. I have to say, most of those technology alliances produced very little value in comparison to the effort involved in building the integration or extension.

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Topics: Industry Perspective

10 Essential Talents for a VP of Partnering

11.06.24

Experienced partner leaders share the skills you should hone.

We had a fantastic summer series with three partnering leaders sharing their background and experience [find the links to watch the recordings at the bottom of this blog or view in the Resource Center]. From these sessions, we learned that VPs wear a lot of hats, and they need the entire organization to support partnering efforts. If you want to be a VP of Partnering, these are 10 talents you need to master:

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Topics: Industry Perspective

In life, as in partnering.

10.16.24

10 Great Quotes to Inspire You

In our August webinar, John Schwan, Head of Partner Sales, North America, at Synopsys, was on fire with great quotes about being successful in partnering. In no particular order, are his pearls of wisdom.

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Topics: Industry Perspective

The Program or the Portal

10.02.24

Which comes first for partnering success?

In the ever-evolving landscape of partnerships, the debate continues over whether to start with a partner program or a partner portal. Both are crucial for fostering successful partnerships. In fact, some people might say one without the other is just as bad as having neither.

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Topics: Partnering Tips

Engage Your Partners at Every Step

09.18.24

6 Action Items for Success Along the Partner Journey

In the world of technology partnerships, vendors must constantly evolve to meet the needs of their go-to-market partners. As highlighted in our report, “The Partner Journey Through Partner Eyes,” vendors need to take specific, actionable steps to strengthen their relationships with solution providers at various stages of the partner journey. Below are six action items, one for each stage of the partner journey, to help vendors ensure they remain competitive and attractive to their partners.

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Topics: Partnering Tips

Think About the Karma

09.04.24

How our partnering community can help each other.

I believe in karma. What you put out into the world comes back to you. ‘Do unto others’ and all that. However, I’ve become concerned about a general trend towards ‘taking’ versus ‘giving’ in our global economic, political and social environments. We’re hearing fewer stories about unqualified generosity and more about wars, dictators, and selfishness.

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Topics: Industry Perspective

Listen, Learn & Follow Through

08.21.24

Embrace the fundamentals to achieve success as a partnering leader.

My stepson, like many recent college graduates, is trying to figure out what he will be when he grows up. On a recent trip for his graduation, he asked me about how I got into partnering and what skill set I consider important for the job. Trying to answer these questions prompted our summer series of interviews with partnering executives: Bob Skelley, Beth Glasstetter and John Schwan. I asked our first webinar guest, Bob Skelley, Vice President of Channel Sales & Strategy at Arctic Wolf, how he got into partnering and what skill set he thought would be important. His answers about listening, lifelong learning, and consistent follow-through align with those I’ve found to be true.

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Topics: Partnering Tips

High-Fives or High-Performance?

08.07.24

3 Strategies to Ensure Partnerships are Both Friendly and Impactful

Partnerships play a pivotal role in driving growth and innovation. However, not all partnerships are created equal. When the long lunches and social events are over, you may be faced with tough conversations about missed growth goals. A friendly partnership may seem beneficial on the surface, but it doesn't always translate to a successful and mutually rewarding relationship. Check out three strategies to help you navigate the complexities of professional collaborations and build partnerships that stand the test of time.

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Topics: Partnering Tips

Are complex solutions causing a problem?

07.24.24

Help your partners sell simplicity for improved customer satisfaction.

I’m a fan of indirect channels and I’ve spent years helping companies engage, empower and evolve partner ecosystems. I’ve always defended solution providers to vendors who undervalue partner contributions. But lately I’ve noticed that customers are being sold complex solutions when simpler ones will do – and I suspect partners are partly to blame. Don’t get me wrong, direct sales are also guilty of selling complexity. The fact is: complex solutions ensure lucrative services revenues (which is bread and butter for partners). But ultimately, everyone wants happy customers. If the right thing for the customer is a simpler solution (with a faster install, easier onboarding and less ongoing maintenance), how do we encourage a shift in sales priorities?

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Topics: Partnering Tips

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