"Alone we can do so little; together we can do so much." - Helen Keller
📖 Read: What is part of the Engagement stage?
The Engagement stage is all about nurturing your partnerships and fostering a sense of connection and belonging. Here, you'll find guidance on developing and implementing strategies to keep your partners engaged, motivated, and committed to your mutual success, using regular check-ins, collaboration opportunities, and community-building efforts.
Finding a balance between automation and the human touch is key in the Engagement stage. You want to automate repetitive or standardized steps while ensuring direct human interaction without delay when required.
“A partnership's true power lies in its members' continuous engagement and enhancing the partner experience. Active involvement and investment in each other's growth and success create a strong foundation for overcoming challenges and seizing opportunities together.” - Rob Rebholz
Touchpoints
Plan regular touchpoints
Schedule regular check-ins to discuss progress, address concerns, and celebrate achievements, do deal registration
Nurturing content: Offer ongoing support and training to keep partners updated on product changes and industry trends
Support: Access to technical support resources and troubleshooting
Co-Marketing initiatives: Collaboration on joint campaigns, lead generation, and promotional activities
Organize partner events, webinars, and forums to help partners connect and grow together
Preferred Partner Program / Incentive programs
Preferred Partner Program: Combination of benefits and requirements to encourage specific long-term behavior among selected partners
Incentive programs: Partner-specific rewards and recognition program to achieve short-term goals
📖 Read: What is the difference between preferred partner programs and inventive programs
Feature | Preferred Partner Program | Incentive Program |
Purpose | Develop and strengthen business relationships | Encourage and reward specific behaviors/actions |
Target Audience | Businesses, affiliates, or resellers | Employees, customers, or partners |
Relationship | Long-term, strategic alliances | Short-term or ongoing, based on performance |
Rewards/Benefits | Revenue sharing, discounts, marketing support | Financial incentives, non-financial rewards |
Performance Measurement | Sales targets, partnership milestones | Individual or team targets, KPIs |
Focus | Collaboration, mutual growth | Achievement of specific goals or objectives |
Communication | Ongoing, relationship-building | Regular updates, performance tracking |
Training/Support | Product, sales, and marketing training | Training may be provided for specific objectives |
Contractual Obligations | Formal agreements, contracts | May or may not have contracts, depending on type |
Performance metrics: Establishment of KPIs and goals to track partner success
Communication and content
Establish communication routines to inform your partners regularly about new developments
Make it easy for your partner to communicate with you, ideally using tools they already us for internal communication
Use tools to facilitate communication and automate repetitive communication
Anything missing? Please reach out and let us know.