In this podcast interview, Barrett discusses the key considerations and steps for building a successful partner program. He emphasizes the importance of understanding the value triangle, where the partnership between your organization, a third party, and your technology creates better outcomes for customers. Barrett suggests asking customers about the organizations and tools they are already working with to identify potential partners. He also highlights the need for alignment within the organization and the importance of measuring the success of the partner program through metrics such as revenue generated, partner influence, and partner engagement. Additionally, Barrett addresses the concern of potentially losing direct customer feedback channels and suggests that a balance can be achieved by involving partners in competitor analysis and gathering insights during QBRs.

Key takeaways:

1. The first question to ask when building a partner program is, "Who are the organizations and tools that are already helping our customers?"

2. Building a partner program should be focused on creating better outcomes for customers through collaboration with partners.

3. It's important to align different teams within the organization, such as sales, marketing, and customer success, around the goal of partnering with other organizations.

4. Partner programs should be measured by metrics such as partner-generated revenue, partner-influenced revenue, and partner engagement.

5. Partner programs should not replace direct customer feedback channels, but rather work in conjunction with them to gather insights and feedback.

Interesting quotes:

1. "You should be asking very specifically who else are you working with that either uses and/or delivers value alongside or with our tool."

2. "The value triangle is where you, a third party, and your technology together make your customer have a stronger outcome."

3. "Partnerships should be tied to revenue. I think it's in many ways irresponsible not to."

4. "Your market opportunity lies in the amount of reach and trust that you can build across all of those prospective customers."

5. "You're either the smartest person in the room, so you make the most money, or you're not, and what you don't make in money, you make up for in knowledge gain."

Connect with Barrett here: https://www.linkedin.com/in/barrettjking/

Connect with Andreas here: https://www.linkedin.com/in/andreaskongstad/

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