How successful have your partnerships been to building your top-line? If you’re like most organizations, it is often a hit-or-miss… but does it have to be?

The key to a successful partnership program is to recognize that there has to be something in it for your partner – not just for you. In the case of sales partnerships – that is, partners who “bring” business to you – the seven questions that you must successfully answer are as follows:

• Why should they send work to you at all, rather than doing the work internally?
• Why you, instead of another potential partner?
• What is the risk to their brand by associating themselves with you?
• What might they get in return?
• How easy is it to work with you?
• Who else are you partnering with?
• Will our investment in you be worth it?

Of course, a partnership program offered by a SAAS vendor will be very different than an informal referral arrangement between an accountant and a lawyer. But the need to answer these questions remains the same.

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