How does your approach to #partnerships inspire your partners to upgrade from 💡 low fit to high fit partners?
Creating an Ideal Partner Profile (IPP) is essential to set the right foundation, but you also need to iterate on it.
🤝 Feedback loop with your partners
Do you have a consistent dialogue and you're saying to them, “okay, this account mapping worked, this one didn't, this activity worked, this one didn't.”
And building that feedback saying, “actually, we thought this partner was going to be a great fit early on, but maybe they're not so much. What do we need to do to change the dynamics there?”
✔️ Checklists and check-ins
I'm equipping my partnership team with the checklist, that they need to evaluate a partner from a fit perspective. So that when they come back to the team and say I have this conversation, they're not just saying "this is what the company does, and this is who they are, and this is what their audience looks like."
They're saying, "this is an overview of why this partner fits with our criteria, why we fit with their criteria, and going into more depth around other dimensions of fit."
🎯 IPP tests and iterations.
Your ideal partner profile might change over time. It really depends on how fast growing business you are, what your requirements are, what strategic things change, what competitive dynamics in the industry change.
But it's okay to change your IPP as long as it doesn't disregard the existing partnership building work you've done so far. I encourage people to look at their Ideal Partner Profiles as a business and say “this worked three months ago, does it still work now? And do we have enough information and feedback from this feedback loop of partners to make sure it's going to keep working for what our objectives are?”
Having accountability with your team, having accountability with your partner and their team, but most of all, having accountability with the #ecosystem that you're building. If you look at certain partners in a different way than others, and there's that feeling of “we're not being treated as well as that partner”, that's not a good thing.
I think from a fit perspective, just holding yourselves accountable ultimately. I'm always looking at what are we doing wrong? Or what could we be doing better from an improvement perspective on the partnership side?