Partnership Process and Initiative Development – SOP, Playbook & Article

1. Overview

This Standard Operating Procedure (SOP) outlines the process for creating and maintaining a successful partnership initiative, emphasizing continuous outbound communication and relationship management with partners. The process leverages the principles of outbound sales to ensure that partners feel valued and engaged, ultimately driving lead generation and business growth.

2. Scope

This SOP applies to all personnel involved in managing and developing partnerships within the organization, including Partnership Managers, SDRs, BDRs, and business development teams.

3. Responsibilities

  • Partnership Managers: Responsible for daily outreach, relationship management, and ensuring partners receive financial incentives.
  • SDRs/BDRs: Support partnership outreach by making regular calls and sending personalized emails to partners.
  • Sales and Business Development Teams: Collaborate with Partnership Managers to align partner engagements with broader sales strategies.

4. Requirements

  • CRM software for tracking partner interactions, projections, and financial incentives.
  • Communication tools for making phone calls, sending emails, and scheduling meetings.
  • A partnership portal or platform to manage long-term engagement and provide resources to partners.

5. Process

Step 1: Daily Outreach

  1. Phone Calls: Partnership Managers must make 50-75 phone calls per day to partners. These calls should focus on:
    • Providing product updates and value propositions.
    • Discussing how the product or service benefits the partner’s clients.
    • Building a personal connection to ensure the partner feels valued and engaged.
    • Logging dispositions in the CRM to track the outcomes of each call.
  2. Emails: Send personalized emails daily to partners, focusing on:
    • Regular updates on products, services, and industry trends.
    • Specific information on how the partnership is benefiting the partner’s clientele.
    • Encouraging engagement by providing actionable insights or next steps.
    • Logging email dispositions in the CRM to track responses and follow-up actions.

Step 2: Funnel Projection and CRM Management

  1. Funnel Projection: Create and maintain projections within the CRM based on partner size, potential revenue, and engagement level.
    • Regularly update the CRM with new data from daily interactions.
    • Use the CRM to track progress and identify opportunities for further engagement.
  2. Scheduled Calls: Conduct five 30-minute calls with partners daily to:
    • Provide updates on partnership developments.
    • Discuss joint opportunities and strategies.
    • Strengthen the relationship by addressing any concerns or feedback.
    • Ensure each call ends with a scheduled next step or meeting.

Step 3: Partner Relationship Management

  1. Continuous Engagement: Engage regularly with partners through:
    • Onboarding calls to ensure new partners are integrated smoothly.
    • Ongoing check-ins to monitor growth and address challenges.
    • Regular feedback sessions to improve the partnership.
  2. Financial Incentives: Develop a clear process for:
    • Ensuring partners are paid promptly and accurately for leads or deals they contribute.
    • Providing financial incentives to encourage continued engagement.
    • Resolving any payment discrepancies quickly and fairly.

Step 4: Partner Program Development

  1. Partnership Portal: If not already in place, begin developing a partnership portal within the CRM to:
    • Centralize resources, updates, and communications for partners.
    • Facilitate easier management of partner relationships and activities.
    • Plan for long-term growth by transitioning to a dedicated partnership platform as needed.
  2. Clientele Development: Work with partners to:
    • Identify key clients and prospects they can bring to the partnership.
    • Develop strategies to engage these clients effectively through the partnership.
    • Continuously refine these strategies based on partner feedback and market changes.

Playbook: Building a Partnership Process and Initiative

Introduction

This playbook provides a detailed framework for developing a robust partnership process. It focuses on continuous outbound communication, relationship management, and ensuring that partners feel valued and motivated to bring in business. By applying a structured approach similar to top-of-funnel sales activities, this playbook aims to transform partnerships into a reliable source of leads and opportunities.

Objectives

  • Establish a consistent and proactive communication strategy with partners.
  • Develop strong relationships that encourage partners to contribute leads and opportunities.
  • Ensure partners are financially incentivized and feel part of the team.

Key Activities and Strategies

  1. Daily Outreach and Communication
  • Phone Calls: Make 50-75 calls daily to partners, focusing on personal engagement, product updates, and value propositions. Ensure each call includes clear next steps and is logged in the CRM with the appropriate disposition.
  • Emails: Send personalized emails that reinforce the partnership’s benefits and keep partners informed of relevant updates. Track email dispositions to monitor engagement.
  1. CRM Management and Funnel Projection
  • Funnel Projections: Use the CRM to create projections based on partner potential. Regularly update these projections with data from daily interactions.
  • Scheduled Meetings: Conduct regular, scheduled calls with partners to review progress, discuss new opportunities, and plan future activities. Always end with a clear action plan or next meeting.
  1. Relationship Building
  • Continuous Engagement: Maintain ongoing communication with partners through calls, emails, and meetings. Focus on building a strong personal connection and understanding their needs.
  • Financial Incentives: Ensure partners are paid promptly for their contributions. Develop incentive plans to keep partners motivated and engaged.
  1. Program Development
  • Partnership Portal: Begin developing a centralized portal within the CRM for managing partner relationships and resources. Plan for scaling this portal as the partnership program grows.
  • Clientele Development: Collaborate with partners to identify and develop strategies for engaging their key clients. Regularly refine these strategies based on outcomes and feedback.

Leadership Responsibilities

  • Outbound Communication: Lead by example in making regular outreach to partners a priority.
  • CRM Utilization: Ensure the CRM is effectively used to track and manage all partner interactions.
  • Incentive Management: Develop and oversee financial incentive programs to keep partners engaged.
  • Program Growth: Continuously evaluate and expand the partnership program, incorporating new tools and strategies as needed.

Article: The Art of Building Effective Partnerships: A Process-Driven Approach

In today’s competitive business environment, partnerships can be a significant driver of growth. However, the success of these partnerships depends largely on the processes in place to manage and nurture them. At the core of a successful partnership initiative is continuous, proactive communication. By applying the same principles used in outbound sales to partnership management, businesses can transform these relationships into a reliable source of leads and opportunities.

The Importance of Continuous Outreach

Partnerships thrive on regular and personal communication. Just as in sales, where consistent outreach is key to keeping prospects engaged, partnerships require ongoing interaction to remain productive. This means making regular phone calls, sending personalized emails, and ensuring partners feel valued and involved in the business. The goal is to create a “concierge service” atmosphere, where partners know they can rely on your company to support their needs and drive mutual success.

A Mentality of Engagement

Successful partnerships are built on a mentality that prioritizes engagement over all else. This posture involves a daily commitment to reaching out to partners, not just with generic updates but with specific information that highlights how your products or services can benefit their clients. By taking this approach, you position your partnerships as a primary source of lead generation, rather than an afterthought.

Daily Activities: The Foundation of Partnership Success

The foundation of a strong partnership process is daily activity. This includes:

  • 50-75 Phone Calls Per Day: This level of outreach ensures that you are consistently in touch with your partners, providing them with updates, discussing opportunities, and maintaining a personal connection.
  • Personalized Emails: Daily emails should focus on reinforcing the value of the partnership, providing relevant updates, and encouraging further engagement.
  • CRM Management: Use your CRM to track every interaction, disposition, and outcome. This data is critical for understanding the health of your partnerships and planning future activities.

Relationship Building Through Proactive Communication

Building strong partnerships requires more than just regular outreach; it requires meaningful engagement. This means understanding your partners’ needs, helping them succeed with their clients, and ensuring they are financially rewarded for their efforts. A partnership manager should be excited to call their partners and view these relationships as a key driver of business success.

The Role of Financial Incentives

Financial incentives play a crucial role in keeping partners motivated. It is essential to have a clear process for ensuring partners are paid promptly and fairly for the leads or deals they contribute. This not only builds trust but also encourages partners to continue bringing business your way.

Building a Partnership Program for Long-Term Success

As your partnership program grows, consider developing a dedicated portal within your CRM where partners can access resources, updates, and communication tools. This will help streamline the management of these relationships and ensure that partners feel supported at every stage.

Conclusion: Engagement is Key

The success of a partnership program lies in continuous engagement. By focusing on proactive communication, personalized outreach, and strong relationship management, businesses can turn partnerships into a primary source of lead generation. Remember, a mediocre partnership program is worse than failure—true success comes from a dedicated, process-driven approach that prioritizes the needs of your partners and the value they bring to your business.