Allyforce: the power of partnership

One of the keys to successfully building your own Allyforce is to approach and partner with the right people.  Although this strategy works at the organizational level, I will first talk about person-to-person partnerships first.  Why?

Because all partnerships, even those between organizations, are ultimately person-to-person.

I’ve seen this mistake made numerous times where the executives of the organization see a good fit in a partnership.  It makes sense on paper.  It makes sense for the press.  It may even make sense strategically or technologically.  But they fail on the execution, and that is what is absolutely essential.  There needs to be successful execution, and that comes at the person-to-person level.

So here’s one concept I’ve encountered that leads to success, and it may seem basic, but it’s the foundation.

An ideal partner shares with you the concept of partnership.

You need to develop and articulate a framework of values, principles, metrics, and execution.  Many of these core ideas I explore and explain throughout this blog, so in some ways, the fastest and easiest way to know if you’re on the same page is through people who subscribe to this concept of the Allyforce!

But part of this is to enter a real conversation with the partner around, “What do your other partnerships look like?  How do the best ones work for you?”

This will give you a starting-point.  But, it’s also like dating: no one is going to tell you, “My ideal partnerships are those where I take and they give.”  However, they may operate in that way.  Ask the question, anyway.  It gives you a basis, and it shows them that you are serious in finding a successful partnership.

What if the person has not developed a partnership?  Then offer your bite-sized framework of how you currently work or would like to work.  While we go into other strategic and tactical elements of building, maintaining and growing your Allyforce later, right now, I see this foundational aspect to be absolutely key.  It will ultimately be the primary contributor to your success.

So here are some large conceptual-level ways to think about the profile:

• Give before they receive
• Can tell you how they benefit your customers
• Think about synergy – what does a “package” look like
• Share common values in terms of running a business
• Willing to learn about what you do to help his own customers
• Accountability is important, but not a bean-counter

I get into these in greater detail, but felt it was important that we spent some time addressing the core elements of what to look for in an Ideal Partner.

Some thoughts that I’ll cover in subsequent posts:

• How do you start off the relationship?
• What are some common pitfalls when building an Allyforce?
• Is there a way to begin to attract great partners and if so, how?

I had a meeting with a VP of Sales discussing potential partners.

One partner they had been looking at as promising, but he said that the partner’s technology that would complement theirs wouldn’t be ready yet.

So he said they wouldn’t be a good fit.

This is a very common approach to partnership: they look at partners from a product-fit / product-enhancement perspective.  That’s because, typically, they are done that way.

However, I then asked:

"So do the sales reps of this partner call on the same kind of companies yours do?"

"Yes."

"What’s your primary vertical?"

"Marketing-driven entertainment and gaming industries."

"And they call on those as well?"

"Yes."

"Do they call on the same titles within those companies?"

"Yes.  Ah, so they’ll just be giving each other names.  It might not be a hot-lead."

"True.  But do your reps ask pertinent questions such as "Do they have budget?  What are they trying to accomplish now if they’re aren’t ready for the product you’re offering?"  Would the answers to those questions, if they were asked by your partner, but useful for your reps?"

"I get it.  They are a good partner!"

There are other ways to discover good partner fits as we’ve looked at it other posts and will continue to revisit.  The mindset should always be — whom can I exchange contacts, context, and connection with out in the field, sales rep to sales rep.  Don’t think product compliment!

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