Great Partnerships Don't Happen by Accident: Part 3, Activation
A signed partner is only the beginning
What happens after the contract is signed? In Part 3 of the series, John and Jeff move past signing and into activation and enablement: structured outreach, clear roles, value the partner can see, and rewards that matter. Their advice is to pick a few high-potential partners, around four or five, and go deep instead of spreading thin.
Get executive buy-in. Train the partner's whole sales team on how to sell indirectly: who to call, what to say, and how to win. Aim for one quick, visible win to build momentum. They also cover using a PRM or AI-assisted workflows to deliver content and track engagement, why reciprocity matters, and how to tune your message for audiences like MSPs. Every partner seller is asking, "What's in it for me?" Answer it.
More in this series: Ep 76: Part 1, Building the Foundation · Ep 78: Part 2, Building the Revenue Operating System
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