Building a successful partner ecosystem starts with a strong foundation

Julie Schwartz, Senior Vice President, Research at Momentum ITSMA, gets to know her new colleague, Phil Brown, Momentum ITSMA’s Head of Go-To-Market (GTM) Consulting.

In this Viewpoint, Julie asks Phil about key challenges B2B providers face when it comes to partner relationships, including what they are doing right and where do they struggle. In his responses, Phil outlines the building blocks of a best-practice partner program and identifies what needs to change as partners increase their involvement in the full customer lifecycle. The two also discuss the groundswell in ABM with partners, where it is today and what the future could look like.

Other key takeaways include the observation that the dynamic between vendors and partners is fundamentally changing, and the linear transactional model is obsolete. B2B solution providers instead need to collaborate with partners to craft compelling solutions to meet customer needs, which will require different skills, processes, tools, and mindsets.

Building a Successful Partner Ecosystem Starts with a Strong Foundation is available as part of membership in Growth Hub, a community that empowers account-centric teams to drive productivity and effectiveness. Click here to find out if your company is a member and get onboarded onto Growth Hub if you haven’t already. To inquire about membership, contact luisa.jones@momentumitsma.com.