The main problem with partnerships:

People think everything is a partnership. This creates a lot of noise. So let's break it down 🧵

When you work in partnerships, your inbox will turn into the "other" folder for the company.

Put your logo on a F1 race car? Partnership.

Somebody reaches out about an integration? Partnership.

Sponsored content in an unrelated SEO print magazine? Partnership.

People will forward you any message they receive that mentions "partnership".

And it's none of their fault.

They just don't know what partnerships mean for your organisation.

I drafted this pyramid below as guidance.

It's oversimplified, but let's dive in:

📣 Co-marketing & Affiliates

The easiest way to dip your toe into partnerships. At this stage, there is no integration or training required. Both partners promote each other and enjoy increased awareness.

💸 Service partners & Resellers

At this stage, one company will train the other on its tools. The partner will then provide services to the company's customers.

They might even resell the software on their partner's behalf. A great example of this is Deloitte and SAP.

🔌 Technology partners & Independent Software Vendors (ISV)

No one company can do everything. That's why we integrate. DocuSign allows you to sign contracts and the integration sends them to Salesforce. Often tech partners will co-sell their products to their shared audience.

🛠 Original equipment manufacturers (OEM)

The holy grail. An OEM partnership occurs when one company uses the product of another in its offering.

Remember that "Intel Inside" sticker on a Dell computer? OEM partnership. In this case, Dell is the value-added reseller (VAR).

But wait.... where do strategic partnerships fit in?

In "Dancing with Elephants", Mark Sochan wrote that strategic partnerships touch many levels at once.

https://www.amazon.com/Art-Strategic-Partnering-Dancing-Elephants/dp/1732399808

An OEM partner will need training and a deep product integration.

This requires significant investment. Should we do it?

That's a strategic decision.

Next time you get a random email, show your team this pyramid and circle your focus area.

Clear communication is key.

Partnerships 101: How do technology companies partner?

The main problem with partnerships: People think everything is a partnership. This create

What will you write today?