What is partner recruitment?
Partner recruitment is the practice of identifying, attracting, and enrolling new partners in your channel program. It involves targeting the right types of partners that are a great fit for your products and growth goals, and who will offer the most value to your customers. If you’re a channel professional who’s ready to grow your program, understanding the art and science of great partner recruitment is key.
Picture this scenario: You’re in charge of a cybersecurity firm’s channel program. Your company has a state-of-the-art security solution, and you’re ready to grow your market presence with partners. Your potential partners could be IT consulting firms, technology integrators, or even other software vendors whose clientele needs advanced cybersecurity solutions. The process of seeking out and bringing these companies into your network is partner recruitment.
Research from PartnerPath found that the best way to find new partners isn’t through LinkedIn or cold calling; it’s meeting them face-to-face at industry or vendor trade shows. But that’s only the beginning. Partner recruitment breaks down in a few key steps, including:
- Building ideal partner personas: This is where you’ll figure out what types of businesses are the best fits for partnerships. You might consider their industry, customer base, location, and size among other factors.
- Finding new potential partners: Whether at industry events or based on professional recommendations, you’ll build a shortlist of partners who may be a good fit.
- Building relationships with prospects: After pinpointing these potential partners, your next step is making contact. Partnerships are relationships, so come into the process authentically to start your partnerships off on the right foot.
- Onboarding new partners: Once you’ve found a new partner, make it easy for them to sign up for your program, learn about your products and services, and get ready to be active participants in your ecosystem.
Successful partner recruitment focuses on quality, not quantity. Bringing in partners who truly align with your business goals is critical to fostering a thriving partner program.