The full version of this article was first published at: The Allbound Podcast: Partner Recruitment and Support; It’s More Than 9-5
Asher Mathew, Director of Strategic Alliances, and Liz Anderson, Senior Director of Partner Marketing at Avalara, join me, Jen Spencer, on The Allbound Podcast to discuss partner support and recruitment strategies. Can you share how you support partners? Are there any promotional campaigns, promotional programs, materials, marketing tools, things you regularly create that you feel help partners be more successful and be happy? ASHER: We used to be a partner organization that believed in helping every partner all the time everywhere, and that model just didn’t scale. And so, over time, we’ve learned to better support our highest performing partners and then provide a self service experience for the rest. And when we did that, it was really important to come up with a solid framework that we’re going to operate against, and then Liz’s team comes in and provides some of the materials and the marketing tools but the framework that we use here at Avalara is very simple. We have an incubation stage, we have a monetization stage, and we have a scale stage. And the differences between the three stages are that when you sign up as a partner, we’ll go through preliminary marketing, preliminary sales enablement, preliminary value proposition matching and you’ll be launched. Once you’re launched you’re in a monetization stage, because we want to see how much business you will naturally do with us. And so if you are matching up with some of the higher tier partners that we have, you’ll automatically move…
Read More: The Allbound Podcast: Partner Recruitment and Support; It’s More Than 9-5