What is partner personalization?
Partner personalization is the practice of customizing your interactions, support, and resources to meet the unique needs of each partner in your program. It’s an engagement and enablement strategy that’s designed to perfectly fit their business goals, market, capabilities, and preferences.
For instance, if you’re a SaaS company, partner personalization might mean providing tailored training materials and a certification course for partners who are new to cloud software sales. For more established partners, you may invite them to in-depth integration webinars with your product team, host co-innovation meetings, or provide them with a dedicated technical support manager.
Partner personalization efforts can include any or all of the following:
- Communication: Ensure your communication style, frequency, and content align with each partner’s preferences. Some might prefer detailed monthly reports, while others appreciate quick weekly updates.
- Localization: Likewise, if partners operate in different regions or countries, support them with localized content, language options, and cultural insights to enhance their market penetration.
- Training and support: Customize the training and support you offer based on each partner’s capabilities, experience, and customer base. To level up, develop training paths or certifications that allow partners to choose coursework and certifications relevant to their specific areas of expertise or focus within your product portfolio.
- Service models: Offer multiple tiers that partners can choose from, allowing them to select the level of customer support and other services they can offer that matches their capabilities.
- Incentives and rewards: Tailor your incentive programs to what motivates each partner, whether it’s financial rewards, non-monetary benefits, or other incentives.
- Product recommendations: Analyze a partner’s historical sales and customer interactions to recommend specific products or services from your portfolio that align with their customer base or industry focus.
- Marketing collateral: Provide partners with marketing materials that can be personalized to suit their branding, messaging needs, and resources.
- Sales playbooks and collateral: Develop sales playbooks tailored to a partner’s strengths and weaknesses. Offer guidance on positioning and selling products in a way that aligns with their expertise, as well as custom sales collateral, such as presentations or case studies, that resonate with their clients.
- Technical integration: Provide technical partners with APIs, SDKs, or integration guides that facilitate seamless integration of your products or services with their offerings.
- Feedback mechanisms: Establish personalized feedback mechanisms to collect partner input on your products, programs, or collaboration experiences, allowing them to shape future offerings.
By personalizing your approach, you can improve partner engagement, satisfaction, and loyalty, leading to increased sales and a more successful partner program. Partners aren’t a homogeneous group; they have unique needs and circumstances. Personalizing your relationship with them shows that you value their partnership and are committed to their individual and unique success.