Katie Landaal: Five Ways to Scale Your Partner Business

Channel Journeys Podcast

At some point every company outgrows it’s partner program and even some of it’s partners. For ZoomInfo, that point came after concluding a very successful IPO during the height of the Covid pandemic. Katie Landaal, AVP Global Partnerships and Ecosystem at ZoomInfo, shares how ZoomInfo was able to revamp their partner program to make it more scalable and attract the right partner ecosystem.

KEY TAKEAWAYS

Here are five things you can do to scale your partner business:

1. Look at partner types you need to add, such as delivery partners, and push business to the ones who are providing the best customer experience.
2. Look for technology partners who have a large customer base and complimentary technology that you can integrate with, along with the cloud providers who can host your technology and offer it on their marketplace.
3. When introducing new partner types to your sellers, start with the one easy thing they can talk about, the one sales play, to get early wins. Expand from there, taking the crawl, walk, run approach.
4. Scale back and simplify elements of your program that aren’t providing a great partner experience. Get back to basics, simplify, remove complexity, and then build from there.
5. Apply as much efficiency and automation as you can, with a smart selection of channel technologies. Strip out any technology that is creating too much complexity.

LINKS & RESOURCES

• Connect with Katie on LinkedIn
• Hear Darren Bibby on Five Ways to Scale Your Partner Business
• With RAGBRAI’s 50th edition concluded, what’s ahead for the ride?

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