“If You Build It…” Lessons in Partner Experience Design

Field of Dreams gave us the famous line: “If you build it, he will come.” But in partner ecosystems, that’s rarely true. Over nearly three decades, I’ve learned that building something, no matter how smart or useful, isn’t enough. If partners don’t engage, it’s just shelfware. Real value comes from activation, not architecture.

This principle applies universally, but it’s especially relevant in the world of partner ecosystems. We often invest heavily in tools, programs, portals, incentives and enablement frameworks, believing that their mere existence will drive engagement. But unless these components are designed to work in harmony and more importantly, designed with the partner’s experience in mind, they risk becoming isolated efforts that fail to deliver impact.

The Ecosystem Must Be Integrated, Not Fragmented

A common pitfall in partner strategy is treating each component - account management, portals, programs, incentives, enablement, as a standalone initiative that can be added as needed. When developed in silos, these elements may function independently but rarely contribute meaningfully to the overall partner experience. Worse, they can create friction, confusion or redundancy.

Instead, these components must be intentionally integrated to support the broader go-to-market strategy. They should complement one another, reinforcing shared objectives and delivering a seamless experience for partners. Think of it as an orchestra: each instrument has its role, but only when played in concert does it produce music worth listening to.

This requires a shift in mindset. Rather than asking, “What can we build?” we should be asking, “What do our partners need to succeed and how can we support that through coordinated design?”

Context Matters: One Size Doesn’t Fit All

Consider the diversity of partner types in today’s IT landscape. Some are transactional, high-volume resellers who thrive on automation and scale. Others are high-touch, project-led consultancies embedded in complex ecosystems. Designing a go-to-market strategy, tools or programs for one type and expecting it to serve all is a recipe for failure.

For example, a portal optimized for low-touch onboarding and automated engagement may be perfect for volume partners but utterly inadequate for strategic partners who require personalized support, co-selling, and deep enablement. The same goes for incentives: rebates and discounts may motivate some, while others value access to strategic resources, executive alignment, certification on solutions or co-marketing opportunities.

To truly support our partner's success, we must be willing to adapt our tools, programs, and engagement models to fit the context. Flexibility isn’t a luxury, it’s a necessity.

Collaboration Requires Understanding

As partner ecosystems grow more complex, so too does the need for cross-functional collaboration. Partner experience is no longer the domain of a single team; it’s a shared responsibility across account management, marketing, operations, enablement and product and even multiple companies.

But collaboration without understanding is ineffective. Each team or firm brings its own goals, metrics, and constraints. Without regular, open-book cadences -ideally under NDA when needed - it’s nearly impossible to align efforts and build trust. These conversations should go beyond surface-level updates. They should explore strengths, weaknesses, priorities, and pain points. Only then can we design experiences that are truly partner centric.

Trust is the foundation. When internal teams trust each other, they’re more likely to share honest feedback, challenge assumptions, and co-create solutions. And when partners see that level of alignment and transparency, they’re more likely to trust the ecosystem itself.

Trust Unlocks Market Insight

Establishing trust with partners isn’t just about improving engagement, it’s about gaining access to insight. Trusted partners will share what’s working, what’s not, and where the market is heading. They’ll invite you into strategic conversations, flag emerging trends, and help you stay ahead of the curve.

This kind of insight is invaluable. It allows you to anticipate change rather than react to it. It helps you stay relevant, competitive, and profitable. But it only comes when partners feel heard, supported and valued, not just as revenue generators, but as co-creators of success.

Designing for Impact, Not Just Activity

Ultimately, every partner experience ecosystem, comprising tools, programs, incentives, and account management, should be designed not just for activity, but for impact. That means measuring success not by how many partners log into the portal for example, but by how many partners achieve their goals through it. Not by how many incentives are claimed, but by how many drive meaningful behavior change.

This requires a shift from transactional metrics to outcome-based ones. It means asking questions like:

·       Are our partners growing their business with us?

·       Are they bringing us into new opportunities?

·       Are they advocating for our brand?

·       Are they investing in enablement and co-innovation?

If the answer is yes, then the ecosystem is working. If not, it’s time to revisit the design.

Final Thought: Build With Purpose

So yes, “If you build it…” can be a powerful idea, but only if what you build is purposeful, integrated, and designed with the end user in mind. In the partner world, that means building not just for functionality, but for experience. Not just for scale, but for relevance. Not just for today, but for tomorrow.

And when you do that, when you build with intention, collaboration and trust, then they will come. Not because you built it, but because you built it for them.

I’ve seen firsthand what happens when partner programs are built with intention and engagement. At Vertiv, I led partner programs and drove portal adoption turning strategy into measurable impact. If you're looking to activate your ecosystem, not just architect it, this case study shows what’s possible when partners are truly empowered.

👉 Read the Vertiv case study to see how it was done—and how you can do it too

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