The Channel Zone Podcast - #1-009 with Dan O'Shaughanessy of Allbound

Dan O'Shaughnessy helps us to explore the ways in which partner relationships can be enhanced by using the right tools: specifically, Allbound's Partner Relationship platform. I originally came across Dan's profile on LinkedIn (as you do...) and I was struck by his candour around the mistakes he had made when developing a partner programme. Here is his post...

"We made a mistake when we first started building a partner program at Allbound. It was a simple one, but one that we realise now was a little naive.

We thought by simply creating a referral program and offering people a revenue share, we were suddenly going to have an overflowing pipeline of partner leads.

Firstly, partners need care and attention, they need nurturing to even get to the stage of referring their first deal over.

Secondly, I am starting to realize that not every partner is the same. Each has their own wants and needs. For some this is a referral commission. For others this is the opportunity to co-market with us, Some just want to be able to recommend the best solution for their clients.

Building a partner program is not signing an agreement, and agreeing to a kick back, its understanding your partner's needs, and putting effort into ensuring that they are getting as much from the relationship as you are.

We are starting to figure things out here at Allbound, but for everyone looking to build out their very first partner program, it's a good lesson to learn that every partner is very different."