Fredrik Mellander 🐝’s Post

“Paper partnerships” are a distraction and a waste of bandwidth. You can sign all of the partner agreements you want, but you don’t actually have a partnership until its generating pipeline. Too many teams get excited about signing new partners just to have them fizzle out. It drives me nuts! This isn’t Sales… Your partners don’t work for you. It’s not about getting them “over the line”. Their signature means nothing until you’re generating pipeline together. That’s why there must be an activation plan in place. To execute this successfully, you need to align on goals and expectations. And do so as EARLY as possible. Here are a few critical things to discuss with new partners: - What level of partnership the partner would like to achieve - Each partner’s expectations and goals for the partnership - What resources each side can commit to the partnership - How quickly this partnership could be rolled out widely - How you can make the partner more successful - What the partner can expect from your team - How many customers this could be a fit for - What successful partnership looks like - How your partner program works - What you expect from their team If a partner isn’t willing to discuss these topics they aren’t bought in. They aren’t a partner, they’re a pen pal. Things end how they start. So start partnerships right.

Please stop doing this one thing—it’s ruining your ability to build real partnerships. We’ve all been there. You walk into a meeting (or log into Zoom), armed with your nice pitch deck, ready to impress. You’re confident and laser-focused on what you have to offer. And then… nothing lands. The conversation feels one-sided. They’re polite but not engaged. No follow-up happens. Here’s the cold, hard truth: you’re making it all about you. Yes, I've been guilty of this too—leading with my pitch, my solution, my excitement. But here’s the problem: 👉 People don’t care how great your solutions are, until they know you care about them and their problems. This one shift completely changed the way I approach client acquisition and partnerships: ✅ Instead of pitching, I started listening. ✅ Instead of saying “Here’s what I can offer,” I asked, “What do you actually need?” ✅ Instead of chasing quick wins, I focused on relationships that matter. And guess what? The results have been incredible. Deals feel more like collaborations. Calls turn into long-term partnerships. Clients and partners start to see you as a trusted partner—not just another generic pitch in their inbox. So, stop rushing to close. Stop making it all about you. Instead, start building connections that are real, intentional, and mutually beneficial. Honestly, it is not about landing the perfect pitch—it’s about becoming the person they want to work with again and again. (Image generated using AI tools)

Your guide to succeeding in Partnerships 🚀 Here’s what you need to prioritize to make your partnerships thrive👇🏻 𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐥 𝐁𝐮𝐲-𝐈𝐧 🤝 𝐖𝐡𝐲 𝐢𝐭 𝐦𝐚𝐭𝐭𝐞𝐫𝐬: Without the backing of your internal teams, whether it’s sales, marketing, or leadership... your partnerships won’t get the attention and resources they need. 𝐇𝐨𝐰 𝐭𝐨 𝐝𝐨 𝐢𝐭: → Align your goals with the company’s broader objectives. → Regularly communicate wins and progress to stakeholders. → Demonstrate how partnerships contributes with clear data 𝐓𝐫𝐚𝐜𝐤 𝐝𝐚𝐭𝐚 𝐚𝐧𝐝 𝐑𝐎𝐈 📈 𝐖𝐡𝐲 𝐢𝐭 𝐦𝐚𝐭𝐭𝐞𝐫𝐬: Without data you're blind, measuring the ROI is critical for proving your value. However, this requires you to have great processes and a solid tech stack. 𝐇𝐨𝐰 𝐭𝐨 𝐝𝐨 𝐢𝐭: → Implement partnership-specific tools that integrate with your existing systems, enabling precise tracking and reporting. → Align with rev-ops to ensure data consistency and avoid the pitfalls of disconnected systems. → Stop thinking about attribution as a zero-sum game and you'll be able to capture the full impact of your partnerships 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬 🥇🥈🥉 𝐖𝐡𝐲 𝐢𝐭 𝐦𝐚𝐭𝐭𝐞𝐫𝐬: Not all partners will deliver the same value. Focusing on the right ones ensures your efforts are spent where they’ll have the most impact. 𝐇𝐨𝐰 𝐭𝐨 𝐝𝐨 𝐢𝐭: → Use data to identify which partners drive the most value and create a solid Ideal Partner Profile (IPP) → Regularly review partner performance and adjust your focus as needed. → Develop a clear strategy for engaging high-potential partners and breaking up with low-potential ones Success in partnerships isn’t just about building relationships it’s about strategic prioritization.

So, I hired a Partnerships Manager last year. Let’s call her Joan. The job was simple: book 20 qualified calls per month. That way, I could focus on running the company and just hop on calls to close deals. Fast forward to the end of the month, I check in, expecting 20 calls lined up. What do I find? 4 calls. Yep, four. I can’t even describe what I felt in that moment. But no point on getting upset, so I called Joan to find out what happened. Her answer? "Thiago, I tried EVERYTHING! Sent emails, made calls, followed up. I was grinding all month." I’m like... really? You tried everything and still hit 4 calls? Let me be blunt: effort alone doesn’t impress me. Sure, Joan was working hard, but effort without results is a participation trophy. And I don’t pay for participation trophies. Results over effort – every. single. time. I didn’t hire Joan to “try.” I hired her to book 20 calls. That was the deal. It was clear. I wasn’t paying for her to check boxes—I was paying for a result. Some might say, “You could’ve checked in earlier.” I get it. But when you hire someone for a job, you expect them to get it done. I don’t micromanage. If I wanted to do that, I’d just do it myself. If someone’s struggling, I expect them to ask for help before the deadline. Did Joan? Nope. But Joan’s story isn’t unique. It happens often, which is why I focus on results from the start. Most businesses get it wrong by managing effort instead of outcomes. If you want to grow, here’s how: - Get your team to chase outcomes, not tasks. - Celebrate wins, not work. - Keep performance visible and your team accountable. Effort feels good, but results grow your business. If a BDR hits 20/30 calls, I don’t care if they’re working from home while watching Netflix. Why? Because they get the job done. So, let me ask: is your business getting the results it needs, or are you stuck managing effort? Focus on results. I'll be cheering for you.

Because the nature of partnerships is cross-functional, it can be easy to try to do too much at once. It’s easy to get overwhelmed by the sheer number of goals on your plate. Trying to achieve too many things at once can actually slow you down. When you’re spread too thin, the stress and pressure of being pulled in five directions at once can lead to burnout and reduced results. Instead, focus on one critical objective at a time. For example, let’s say the goal is to drive deal velocity. Every action should align with that single purpose—whether it’s signing new partners that lead to large customer deals or increasing co-sell engagements. By narrowing your focus, you not only reduce stress but also improve your chances of success.

On average, Partnership Managers spend 35% of their time trying to secure Discovery calls with target partners 🔐 That’s a lot of time ⏳ And money… …with an average Partnership Manager salary of £45,000, that’s £15,750 spent *just* trying to get that first meeting 💰 Imagine what else that could be spent on… At Findr, we’ve made it easy to find opportunities using our simple but powerful Advanced Filters. Simply search by: 🔎 Industry 🌎 Country ⚖ Business size 📊 Stage of business 💡 Solution And then simply click to request a Discovery call with a vetted decision maker in seconds. Take a look for yourself 👇

"Business Development: More Than Just Deals—It’s About Relationships" In business development, many people think it’s all about closing deals and driving revenue. But the heart of BD is relationship-building and long-term partnerships. Here are 3 key principles that drive effective business development: 🔹 Focus on Value Creation – Instead of chasing deals, focus on how your product or service can genuinely improve your partner’s business. Look for how you can find solutions to an ongoing problem - Mutual value leads to stronger, lasting partnerships 💪 🔹 Play the Long Game – BD is about building trust over time. The biggest opportunities often come from nurturing relationships, not just quick wins. Closing deals can take time and be frustrating, but patience is key and goes a long way. Most people prefer to work and continue to do business with whom they can trust 🤝 🔹 Adapt to Market Changes – Business landscapes evolve fast. Successful BD professionals stay ahead by identifying new trends, continuous market research, adapting strategies, and being open to collaboration 📈 Remember, it’s not about transactions—it’s about building bridges that lead to sustainable growth. How do you approach relationship-building in business development? Share your insights. #BusinessDevelopment #StrategicPartnerships #RelationshipBuilding #GrowthStrategies #BusinessGrowth

Its always been a pain to form partnerships in B2B... but they are increasingly becoming the most important way to scale revenue. David Sevitt and Butch Langlois shared their perspectives on this topic at last week's Pavilion social which we hosted in my brand new 'Level Up' venue on King Street at StartWell Here are my takeaways from the talk: 1. Relationships work multi-laterally; express value to develop trust (not just through transactions/sales - e.g. make recommendations that can help the work ife of your partner.) 2. Direct sales will almost never get you to $100ARR+... you *need* partnerships. 3. Know who you are partnering with - the organization and, more importantly, the people who work there... *that you are talking with* - know their motivations and fears. 4. Executive sponsors can help the org understand value, but you still need to motivate the person on the other side managing your relationship. 5. Visibility takes work... if the other side is literally thinking all day long about either hitting a quota or getting fired, how can your company remain important to them?

🔍 Exploring the Limitless Power of Strategic Partnerships: A Deep Dive 🌊 Is it possible to liken the impact of strategic partnerships to a well-built bridge, connecting one success point to another? The astonishing stats from a recent article on Breezy.io's blog certainly make a compelling case. 💡 Here's a glimpse at the revelations: - Partnerships exceed paid search as a growth channel, with high-maturity programs generating 28% of revenue. - 82% of B2B leaders planned to add partners in 2022, showing the growing importance of collaborations. - Partner websites play a crucial role in consumer decision-making, with 74% of US shoppers visiting multiple sites before purchasing. These statistics challenge conventional beliefs, offering a fresh perspective on the profound impact of strategic collaborations in business growth and innovation. The article dives into various sectors, from affiliate marketing and loyalty programs to supply chain and joint venture partnerships, unveiling noteworthy insights every step of the way. Dive into the complete article to unravel the transformative impact of strategic alliances on the business landscape and discover how these findings can reshape your approach to partnership initiatives. Let's embrace the potential of collaboration to elevate our businesses to new heights! https://lnkd.in/gcGyqZm3