Jessie Shipman
March 21, 2024
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5 min read
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The key to unlocking ecosystem led growth (ELG) lies in the strategic coordination and orchestration of partners.
This approach is vital for delivering the solutions that business customers expect. In an ELG model, partners in the ecosystem need to trust each other and see the value they bring together. Working in harmony to deliver shared value to their common customers is essential.
So, how do we foster this trust in a partner enablement program?
How does partner enablement help build trust to reach shared goals and deliver on unique value?
Partner enablement, a facet of Sales Enablement, starts with understanding the audience. A good partner enablement strategy that focuses on partner engagement, is important. Without it, sales professionals may feel stuck in a sales process that involves partners.
Establishing a strong level of trust is the starting point for any successful partnership. Think of it as the glue that holds everything together. When companies decide to join forces, they're looking for ways to combine their strengths. They cannot simply say they have a co-selling motion, connect an account mapping software, and expect to create trust.
But if they don't trust each other, they might hesitate to share important information or resources. This hesitation can slow down their progress and make it difficult to achieve their common goals.
Partner enablement is all about making sure partners have what they need to succeed together. Partner enablement is like giving someone all the right tools and information to complete a project. But it's not just about having the tools; it's about knowing how to use them effectively.
The first step in any partner enablement strategy is to really understand the partners involved. What do they need? What challenges are they facing? Answering these questions can help shape a strategy that meets their needs.
Partner enablement is a trust business, and in a trust business, communication is everything. Partners need to know what's expected of them and what they can expect in return. This clear exchange of information can prevent misunderstandings and build a stronger foundation of trust.
Partners need ongoing support to navigate the challenges of working together. This means having access to up-to-date information, training, and resources that can help them sell more effectively. It's like having a roadmap that guides them through the journey, making sure they don't get lost along the way.
Having a bunch of resources is great, but without a clear strategy, it's like having a toolbox without knowing what you're building. A solid partner enablement strategy gives direction and purpose, making sure everyone is working towards the same goals.
Building trust isn't always easy. There are often invisible barriers that can make partners hesitant to fully engage. These barriers can come from past experiences, differences in company culture, or simple misunderstandings. The challenge is to recognize these barriers and find ways to overcome them.
One way to build trust is to share stories of successful partnerships. These stories can serve as examples of what's possible when trust is present. They can inspire partners to look beyond their immediate concerns and see the bigger picture of what they can achieve together.
When concerns or issues arise, addressing them openly can help build trust. It shows that you're committed to solving problems together, rather than sweeping them under the rug. This openness can strengthen the partnership and make it more resilient.
When partners achieve something together, celebrating those wins can reinforce the value of their collaboration. Winning is a way of acknowledging the hard work and trust that contribute to those results.
Trust isn't just nice to have; it's essential for any kind of growth within a partner ecosystem. When partners trust each other, they're more likely to collaborate effectively, share resources, and work towards common goals. This can lead to new opportunities, innovative solutions, and a better overall experience for customers.
Trust can be a powerful catalyst for innovation. When partners feel confident in each other's abilities, they're more likely to explore new ideas and take risks together. This openness to innovation can lead to breakthroughs that wouldn't be possible alone.
Working together can also help partners reach new markets and customers. By combining their strengths, they can offer more comprehensive solutions that appeal to a wider audience. This collaborative approach can open new avenues for growth and success.
Ultimately, the goal of any partnership is to provide more value to customers. When partners work together seamlessly, customers benefit from better products, services, and support. This can lead to higher satisfaction and loyalty, which is good for everyone involved.
Building and maintaining trust in partner enablement is a journey, not a destination. It requires ongoing effort, communication, and commitment from all parties involved. But the rewards of this effort are clear: stronger partnerships, greater innovation, and happier customers.
As we look to the future, the importance of trust in ecosystem-led growth will only continue to grow. By building strong, trust-based relationships, companies can find new opportunities and achieve success together in unexpected ways.
Because trust is built in drops and not buckets, consistency in communication is critical to building an ongoing trust relationship. But having a reason to check in is often a struggle between two companies who have mutually exclusive goals. Fluincy can help to provide context around ongoing activity between two partners.
Fluincy helps your partners to identify when you are a good fit for their customer's pain points. We monitor their call transcripts for the keywords partners solve for and notify them (and you) when a match is made.
This gives both sides an opportunity to connect over a potentially mutual customer to build relationship and establish trust. It provides the context from which to establish relationship and trust.