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Basic | Reactive | Proactive | Dynamic | |
---|---|---|---|---|
Joint business planning | None | Ad hoc | Activity based | Annual plan with regular follow-up |
Leads and pipeline | No sharing | Ad hoc, no structure | Share specific campaigns, some structure but outcome not measured | Shared process to generate leads, scheduled pipeline reviews, in-person meetings |
Agreement | No template | Rely on handshake or deal-specific contract | Letter of intent | Formal contract that defines all aspects of the relationship |
Sales compensation | No compensation for partnering | Ad hoc compensation for partnering | Alignment of referral and project-based compensation | Rationalized campaign-based compensation |
Market messaging | None | Only when asked or in response to an opportunity | Ad hoc messaging; recognition of partners and capabilities | Fully integrated marketing |
Geography | Locally only | Locally only | Gain access to markets in other geographies | Strategically use partnering for broader geographical coverage |
Resource utilization | Subcontrator | Opportunity based | Predefined rates for shared resources; access to architects for sales activities | Integrated resources planning covering multiple competencies |
Readiness and certification | No plan | Ad hoc, opportunity based | Joint partner training in overlapping areas, joint planning to reduce overlaps | Formal plan to earn certifications, use strength in combined advanced certifications to win customers |
Product and customer support | None | Ad hoc as customers report problems; may have spreadsheet tracking system | Single point of contact (SPOC) for support; scheduled meetings to review customer and product issues | SPOC for support with shared CRM to proactively resolve and track customers and product issues |
Customer relationships and satisfaction | None | Ad hoc, some 1:1 customer meetings to understand experience with each partner | Proactive management of customer satisfaction; shared references | Shared responsibility and action for customer service regardless of fault |