Adam Chong

Senior Manager of Partner Sales at Stax

Managing a Partner Pipeline

I haven't been on here in a while as I work to navigate my new reality - Indirect Sales through a Partnership.

I am very used to controlling the narrative and sales process but in partner sales, I am working through a counterpart at my partner company. My question is:

Any advice on how best to manage the Relationship Manager I am working with to drive a cleaner pipeline process?

For now, we have over 130 ops in the pipe and we meet bi-weekly to discuss the 5-1- changes week over week which is horribly inefficient.

👑 Sales Strategy

💵 Finance

🗝 Sales Enablement

10 comments

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pirate

Big Shot

🦜☠️ Account Executive

Well I work in indirect sales too and here's what has helped me

Firstly, establish what they want and what you want. Establish if there's competition. Establish if you can trust them.

Then:
1. Pipeline hygiene. Be open where you can. Let them know the deal size, close date and next steps and what's happening.
2. Balance. If partnership brings deals in then find deals in return. If they bring you in calls, bring them to calls. Often you might take a bit more initiative.
3. Thought exchanging sessions. If their goals is same as yours. I'd just share the concerns and worries and funny scenarios. You are good at pitching so share how, ask if you could join meetings or calls. Share where you are good.
4. Network with partner company. When possible make connections in their marketing, relationship managers boss and leaders, introduce people on your end
5. Try to meet face to face if possible. Attend seminars or conferences together... Plan events or webinar or podcast together.

Hope there's some useful thoughts there

FinanceEngineer

Politicker

Sr Director, sales and partnerships

This is a great start. You have to think of the channels as your sales reps and you are a sales director. That’s the best way to handle it.

oldcloser

Arsonist

💀

Yep! Case studies.. something worked. Word tracks like this got it done, etc.

Senior Manager of Partner Sales

Great thoughts everyone. Thank you.

I think the balance is within not pushing too hard to hurt the partner's trust while also proving the goals are truly aligned (even shared back and forth with our bosses).

@sales_piratedo you ever feel like you are being dishonest with number 4? I am working that angle to build other synergies, but I dont want my RM to feel I am going behind his/her back

pirate

Big Shot

🦜☠️ Account Executive

Well I suppose don't go behind their back. You need this RM to close business.

So what I've done:
Made some partners into sort of a work besties... So just making sure I talk to them regularly, give updates, share client tales...Then I am working on an event as an example... Marketing could be involved so then I might ask my partner how they would feel or I just direct to marketing and then I know them.

For me, RM introduced me to their management. I just praised them to the management because they were great and then invited the senior level as speaker a few times.

I don't know I suppose maybe it's building a long term relationship with everyone involved and try to be less pushy but really focus on getting pitching etc. into super clear format for them.

As was mentioned in the comments, maybe thinking of them as your sales rep and what would help you and trying to give that to them

Maximas

Tycoon

Senior Sales Executive

Great Five,Strongly Agree!

CPTAmerica

Opinionated

President/CRO

see if you can get access to their CRM so you can track ops in near real time and as needed.

Senior Manager of Partner Sales

I doubt this would work in financial services, but it is certainly one of those - why not - strategies. Thanks!

CPTAmerica

Opinionated

President/CRO

sure, I should have clarified. A lot of CRM's have partner roles or limited permission roles that can be created for just this purpose. That way you can track the ops that are yours but nothing else.

Sunbunny31

Politicker

Sr Sales Executive 🐰

Yes! There's often a toggle that will enable external partners to access specific and limited records - and update as well.

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Adam Chong

Managing a Partner Pipeline

10 comments

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