Internal selling is vital to the perception of your partnership team. Unfortunately, Partnership teams can often be seen as a black box or secondary function by other revenue teams (it’s the constant struggle!). So you’ll need to highlight your wins to demonstrate how partnerships positively impact the business.
Framing your reporting in terms of sales performance ROI is the best way to do this, but so is establishing a rhythm of regular business reviews to give yourself a podium to showcase your results.
How do I communicate success to my internal stakeholders? Hint: It doesn’t always require a fancy presentation.
Just as with anything in business (and arguably in life), there needs to be some selling done. But how you communicate depends on the audience you’re speaking to:
Customer Success Managers: Customer Success Managers generally care about increasing retention, minimizing churn, and increasing the bank of compelling customer stories. Consider how partnerships help these teams to create more product "stickiness" and renewals through increased customer satisfaction from using a joint solution.
Sales Teams: Sales teams generally care about net new revenue and upsell/cross-sell potential. Consider how partnerships play a role in driving this through warm referrals, giving you access to more qualified prospects, and adding capabilities to the product value prop that will help them win more deals.
3 tips for making your reporting more impactful:
Reporting effectively isn’t just about knowing what are the numbers people care about (although that’s a big part of it)—it’s also about bringing those numbers to life for people. Below are 3 tips for making reporting more impactful.
Using results from your scorecard or other measurement tools, you can conduct regular Business Reviews on a quarterly or annual basis. In the Partnerships world, there are two types of business reviews that matter:
Internal business reviews— with your stakeholders
External business reviews—with your partners
What to focus on for internal business reviews:
For business reviews presented to your internal stakeholders, the focus is on the sales performance KPIs but you can also highlight wins in the other KPI categories, especially if you can attribute them to positive sales performance results.
What to focus on for external business reviews:
The difference with presenting to your partners is expanding the conversation to cover all four categories of the scorecard, and discussing how they can bump up their partner scores.
Regardless of the audience you’re speaking to, here are some things to consider:
What went well / what didn’t go so well this quarter
Refer to aligned goals. For internal reviews, these are the company or revenue goals. For external reviews, these are the initial partnership goals