Scott Pollack’s Post

I spoke to someone who wasn't sure about where within the organization partnerships should live. I asked what problems partnerships is trying to solve for the company - for example, is the goal to drive leads and close sales? She said "We already get a lot of leads, especially from current clients." But a problem that needed solving was helping to close the gap between them and competitors. Creating value through partnerships isn't only about finding new leads. Partnerships help fill in the gaps in our capabilities. Partnerships can strengthen our Product Value. What gaps are you trying to fill? Who within your organization cares about filling that gap? That's where you'll find alignment.

"I recently heard that people in partnerships complain too much. And I couldn’t agree more, because we’re constantly having to defend our jobs internally and externally, lobby for budget and time and mindshare within organizational strategic goals, fight off competitors in our partner ecosystem, and constantly fight the every distractible sales teams who we work with or employ. Oh wait, I’m sorry, was I complaining again?" 🙋♂️ This week I'm committing to solving problems for my clients with partners, not saying the same thing everyone else is saying about the challenges we face. There's more than enough challenges. Let's work on creating solutions. #solvingproblemsthroughpartners #solutions #partnershipmanagement #partnerenablement #partnerships https://lnkd.in/gQBvYFFZ

Mistakes I wish I knew how to avoid when I first moved into partnerships 1. Not understanding your short, mid- a and long-term goals clearly enough. Unclear goals is a recipe for frustration. Properly defining goals across different time horizons keeps you focused, helps prioritize opportunities, and makes it easier to measure your progress. For instance: ✳️ Short-term: bring X signups/conversions/revenue through specific campaigns. ✳️ Mid-term: better integrations with key adjacent players, optimization of referral programs to boost customer acquisition and expand reach. ✳️ Long-term: strategic alliances that solidify you as the leader in your niche and unlock new markets for you. 2. The shiny new object syndrome. Not quantifying the potential outcome and spreading yourself thin by jumping onto too many opportunities of vastly different impact. Ways to avoid: ✅ Quantify; ✅ Be selective; ✅ Focus on quality over quantity when it comes to partner relationships. 3. Trusting third parties blindly. When working through an intermediary who pursue their own financial interests (for instance, a partner marketplace) taking everything they say for face value. This may lead to over-investing into a specific type of partnerships someone else, not yourself, wants you to focus on. An example might be doubling down on pay-per-click partnerships while your best ROI is with professional service providers working on commission. Ways to avoid: ❇️ Do your homework; ❇️ Question assumptions; ❇️ Constantly expand and diversify your information sources.

“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.

The Real Reason Your #Partnerships Aren’t Paying Off. Partnerships go far beyond simply signing agreements and waiting for results. They demand a deep alignment with every facet of your business—from product development to marketing and customer success. The reality is, without dedicating the necessary resources, ensuring cross-team alignment, and giving partnerships the time they need to flourish, success becomes an uphill battle. Before diving into partnerships, pause and ask yourself: Is my team fully prepared to invest and commit? Partnerships aren’t a quick fix—they’re a powerful strategy that delivers results with the right investment. And when done right, the rewards are undeniable: sustainable growth, stronger customer loyalty, and a significant boost to your bottom line. #partnerships #growth #businessdevelopment

Ever wonder why some companies struggle to generate real revenue from partnerships? It’s not because partnerships don’t work. It’s because they underestimate what it takes to make them successful. Partnerships aren’t just about signing deals and hoping for results. They require deep integration into your business—from product to marketing, and even customer success. The truth is, if you’re not ready to give your partnerships team the resources, alignment, and time they need to thrive, you’re setting them up to fail. So before you dive into partnerships, ask yourself: Is my team ready to fully commit? Because partnerships aren’t a shortcut—they’re a strategy that pays off with the right investment. The payoff? Long-term growth, increased customer loyalty, and a major boost to your bottom line. #partnerships #growth #businessdevelopment

We’ve all heard it before: “Partnerships are the key to growth!” Alright, but let’s be real—how often do partnerships fail because they were rushed or mismatched? 🤔 The truth is, it happens more often than we’d like to admit. Here’s what I’ve learned from working in lead generation and partnerships -> Great partnerships aren’t about quick wins—they’re about shared wins. Here are five ways to make your partnerships truly impactful: 1️⃣ Know Your Value (and Theirs): Partnerships thrive when both sides bring something meaningful to the table. Understand not just what you want, but what your partner needs to succeed, too. 2️⃣ Start with Alignment, Not Just Opportunity: A big name or impressive reach doesn’t guarantee success. Are your goals aligned? Do your audiences or customers overlap? Long-term success requires synergy, not just excitement. 3️⃣ Be Ready to Give Before You Get: Partnerships are strongest when you lead with value. Ask yourself: How can I help them solve a problem or achieve their goals? 4️⃣ Clear Expectations = Less Friction: Define everything upfront: timelines, responsibilities, and what success looks like for BOTH sides. Misaligned expectations are the fastest way to erode trust. 5️⃣ Measure and Adapt Together: Successful partnerships aren’t “set it and forget it.” Regular check-ins, shared insights, and agility in adapting goals keep the relationship productive and alive. Here’s my favourite metaphor, as a fan of gardening: Building partnerships is like growing a garden—it takes effort, trust, and time. 🌱 At times, it can feel frustrating—you water, you nurture, but you’re unsure if it’ll bear fruit. But with consistent care and patience, the results can be truly beautiful. (Image generated using AI tools)

Building relationships is like key to landing a new role in partnerships. Especially in SaaS, you have to do more than just learning. You must show what you know and help others with it. You've got to find ways to put your thoughts on partnership strategy into action. Pair that with an intensive learning program, a strong network, and showcasing your value... And put in the time. Time can be the toughest ingredient to add, but the most crucial. It's about patience and trusting the process, not just sending resumes into the void. Becoming a known name to decision-makers takes engagement, recognition, and being in the right circles. It's simple to understand but challenging to execute. Just like building partnerships, it demands patience but promises results if applied consistently.

Here's how I’ve closed over $50M in deals—without - selling - chasing - convincing Two words: Strategic partnerships. Here’s how they can work for you: → Connect with businesses sharing your same audience → Create alliances where both sides add value → Use your partner’s credibility to boost your own (Win-Win-Win) The real magic? Partnerships build impact, friendships, and fun. With the right partners and a shared vision, selling becomes smarter, not harder. Each partnership builds your reach, creating a flywheel of value that benefits everyone. Strategic partnerships haven’t grown my business; they’ve transformed my life.

Rushing into a partnership deal conceals valuable opportunities. When speed becomes the priority, the risk of missing the nuances and potential growth avenues that only emerge through careful listening gets missed. Preference uncovering two ways of creating value as a partnership over pitching your product or service. An insight from the Wednesday Partnership Newsletter. Signup using link in profile.