5 Questions to Plan a Successful Partner Advisory Council
In today’s high-pressure sales environment – where revenue targets soar while budgets tighten – technology vendors need to stay closer than ever to market signals. But how do you stay truly in touch when your go-to-market model depends on partners?
That’s where a Partner Advisory Council (PAC) comes in. A well-designed PAC helps vendors listen to and through their partners, providing critical insights into customer needs, partner challenges and market shifts. But building a PAC that drives real value doesn’t happen by accident. Start by asking yourself five key questions to lay the foundation for a partner advisory council that truly makes an impact.
- Why choose a PAC?
Advisory councils provide a different lens on partner experience. This can be particularly useful if your metrics suggest issues with profitability, satisfaction or sales performance. A PAC enables strategic input, collaboration, and co-creation. It’s a chance to uncover what’s really happening in your ecosystem. - Who should participate?
Choose wisely. This isn’t a rewards program. Invite partners who are aligned with your goals and capable of offering strategic input. Consider their tier, growth potential and relationship maturity. And don’t forget to think about internal attendees – executive presence matters, but don’t overwhelm the room with too many voices from your side. - Should the PAC be global or regional?
The answer depends on your goals. Global councils are great for strategic alignment and cross-pollination. Regional councils can dive deeper into local issues and often meet more frequently. You might even segment by market maturity – think global for mature markets and regional for emerging ones. - When and where should the PAC convene?
Timing is tricky. Avoid fiscal quarter ends and major industry events. Give plenty of notice. Consider co-locating the PAC with another partner event to ease travel. Whether it’s at your headquarters or a resort, aim for a distraction-free, engaging environment with plenty of light, fresh air and (yes) snacks. - How will you ensure active participation?
Set expectations, establish etiquette, and manage voices in the room. Use breakouts to encourage candid feedback, especially from quieter participants. Consider partner-only sessions led by neutral facilitators (yup, people like us) to surface sensitive topics.
Acting on Feedback: The Make-or-Break Moment
Too often, the momentum dies after the meeting. Don’t let that happen. Build an internal team to follow through. Prioritize actions, assign owners, and keep everyone informed with regular updates. A closed-loop process is key to building partner trust – and maintaining PAC credibility.
Building a PAC isn’t about innovation, it’s about intention. With the right structure, commitment, and follow-through, Partner Advisory Councils can become one of your most powerful tools for insight, innovation, and alignment.
Remember:
- Listen consistently
- Differentiate PACs from other input forums
- Create internal accountability for action
- Make participation worthwhile for partners
When partners feel heard, understood, and empowered to shape the future, they’ll bring more than just feedback – they’ll bring energy, loyalty, and results. If you’re ready to build or elevate your PAC, the team at PartnerPath can help every step of the way.
Amanda Hawkins is responsible for those marketing emails you get from PartnerPath and has sat in on several PAC events herself. These events are great blog content since partners often have lots of advice for improvement! Contact us if you'd like our advice.
