"In 71% of cases, your prospects have selected a vendor through channel influence so you may win or lose the deal without ever being at the table."
- Jay McBain, Instructor and Principal Analyst for Channel at Forrester.com
THIS IS THE ONLY SAAS AND MARTECH PARTNER PROGRAM-TRAINING COURSE ONLINE
We are recording two more class as we speak (one on Partner program landing pages and directories, and another on promotions of your new program!) which you will receive via email upon publishing if you register... but here is what we have for you today:
|Instructors||What They Give You||Class Names|
|-||Clodagh Higgins, Former Agency Growth Team Lead at HubSpot||Empathetic interview questions for your team to use on agencies.
PDF presentation on knowing agencies.
|Maintaining Close and Empathetic Relations with Your Partner Agencies|
|-||HighLevel Founders - Shaun Clark & Varun Vairavan||Referral fee's have to be very high when you are agency-channel-only.
Smaller agencies make better early-stage partner program targets.
It's very difficult to have a customer-facing and a white label solution.
|Creating a Fully-White Labeled Solution for Agencies|
|-||Jay McBain, Forrester Research||71-Page List of Channel Resources / Contacts||What Dictates the NEED for a Channel Program|
|-||Alex Bass, founder of CyberBytes||Product and native integrations is the main driver for agency partner decisions.
Your PRM can be deterring partners from partnering with you.
If he had the choice, he’d rather give his clients 30% discount instead of taking a 30% residual.
|What Agencies Need From Their Software Partners|
|-||Matt Ronay, Partnerships at GazellaWifi||Process to building the agency channel.
What approach works for new agency acquisition.
How to properly onboard your agencies.
|Operations and Learnings from a Fully-White Labeled Solution|
|-||Joseph Fung, founder of Kiite.ai||KPIs to look at before starting your program.
Minimum requirements you should have before starting.
Tying partners to product roadmapping sooner rather than later.
|Partner Program Viability and Strategy|
|-||Lisa Lawson, Advisor to PartnerPrograms.io||Documents for an Agency-Partner Program Launch.
Putting Together Your Program Build Backlog.
|The Why and What of Agency Partner Programs|
|-||Sunir Shah, President of The Cloud Software Association||PRM demo questionnaire to ensure you choose based on what you need.||Choosing a PRM or Tracking Setup|
|-||Lee Gladish, Co-Founder of Reply.io||Example Channel Partner Agreements||What to Consider When Planning a Scalable Channel Program|
|-||Mike Donnelly, Founder of Seventh Sense||Examples of good and bad partner acquisition funnels||A Partner Directory To Convert Site Traffic|
PreviewWhat Types of Software 'Need' a Partner Program (Jay McBain, Forrester Research) (17:36)
PreviewWhat Your Team Needs To Know About Agency Owner (Clodagh Higgins, Former Agency Growth Team Lead at HubSpot) (42:12)
StartWhat Agencies Need From Software Partners (Alex Bass, CEO of CyberBytes) (23:46)
StartRecap and Homework
PreviewPartner Program Viability and Strategy (Joseph Fung, CEO of Kiite.ai) (21:45)
PreviewWhat to Consider When Planning a Scalable Channel Program (Lee Gladish) (41:23)
StartCreating Your Partner Program Backlog (Lisa Lawson of LPL Consulting) (22:45)
PreviewBudget and KPIs for your Agency Partner Program w/ Greg Greenberger
StartRecap and Homework
StartAgency Partner Incentives (Lisa Lawson & Alex Glenn) (31:12)
PreviewChoosing a PRM or Tracking Setup (Sunir Shah, CEO of AppBind) (21:32)
PreviewHow a Partner Directory Converts Site Traffic - Seventh Sense Founder Mike Donnelly (28:48)
PreviewHow Partner Teams can Attribute Referrals in TCMA and Channel Programs (15:51)
StartExample Documents to Review
Understand the nuances of agency partners...
Just like any successful relationship, with software-agency partnerships, they must be built on equal benefits, trust and communication. Yes, you have to give to get. But it’s not that simple…
But even if we look at marketing technology (a great segment for partnerships), we’re looking at over 7400! And they all need to grow, or die. And agency relationships are a necessary factor in that growth for many of them.
The issue is, most software companies have the wrong interpretation of why an agency chooses to ‘partner’ with (align with, refer, resell, co-market, etc…) a particular software provider.
And just like relationships and blackjack, an agency taking the enormous risk of choosing to double-down on any software is only chosen for self-preservation.
Before we get into defining what actually incentivizes software-agency-partnerships, let me first clarify what it means for an agency to ‘double-down’ on any particular software:
- The agency is exclusive to one software per category / use case.
- The agency devotes resources in learning that software inside and out.
- The agency builds retainers around services with this software powering those.
- And, the agency will even provide you invaluable product roadmap feedback…
This is what we at Partner Programs call an agency-software “Partnership”. And the result of having it can be the lion’s share of your revenue.