Some of the most successful companies didn't get a place where they were by standing still. They pivoted, and they reached new heights. Adjusted when customer needs shifted or when market conditions changed.
Netflix is the perfect example. The company went from mailing DVDs to becoming a streaming powerhouse by quickly realizing how people consume content. IBM has evolved from selling hardware to providing IT solutions and consulting, and has done the same. These are not just stories from the past, but lessons to maintain their relevance.
But pivots don't always mean changing what you sell. Sometimes it's about changing the way you sell.
From direct sales to partner-led sales
One of the most strategic shifts a company can make is moving from a direct sales model to a partner-driven model. In this setup, the product or service will contact the customer through a system integrator, agent, or reseller. This kind of pivot can extend reach, reduce acquisition costs, and accelerate growth.
Still, you need more than just switching the switch. It requires new thinking, different skills, and a thoughtful approach to implementing it.
This is where we focus:
1. Sales must be transferred from “hunter” to “farmers”
Typically, the direct sales team is made up of “hunters” who focus on generating leads, closing transactions and driving immediate revenue. Hunters need to attack quickly and be decisively prepared to quickly harness the opportunity and win quickly.
Partner-led models require “farmers.” We need people who can develop long-term relationships, build trust and collaborate. These roles require different skill sets. Farmers need to be good communicators, patient problem solvers, and strategic thinkers. Making a shift might mean retraining current team members or hiring new talent in a partnership background. In any case, success starts with realizing that a new model demands a new kind of seller.
2. Customer experiences affect not only brands but also brands
In a partner-driven model, the customer experience has an impact beyond your own reputation. It will also be reflected directly on your partner.
For example, if a customer is unable to connect with the support team to address an issue, they can also damage the brand and reliability of their partners if they receive a timely response to inquiries, receive false invoices, or have negative experience with their products or services.
To avoid this outcome, companies need to spend time understanding each other's sales models, defining joint value propositions, and investing in both human and digital support systems that ensure a consistent, positive experience. Fast response times, seamless onboarding, and effective problem solving can no longer be had. It is essential in a partner-driven model.
3. You need to stand out in a crowded partner ecosystem
Most of your partners don't work with you alone. It also offers competing solutions. This means you need to give them a reason to prioritize your offerings.
how? Start by coordinating the co-recruitment market efforts. Co-branded campaigns, webinars and partner case studies can promote visibility and enhance shared value propositions. It will also be displayed. Participate in partner events, connect directly, and strive to become an easy partner to work with.
What stands out is not just about the performance of the product, but also about the overall partnership experience.
4. Successful partnerships are built on mutual value
The strongest partnership is where both sides win. There may be great products, but the presence of the partner ecosystem needs to be able to demonstrate how not only will the business grow from existing users, but will also attract new customers on the net.
Perhaps partners can open the door to enter a new market? Would you like to propose a collaborative marketing initiative that will increase brand awareness and increase customer opportunities? Or would you like to introduce a new approach to improving customer engagement and retention?
Identify strategic initiatives and tactical actions that will help you know that working with you will boost your business as well as their business.
Moving to a partner-driven model is a major move, but it could be a major benefit to both parties. To succeed using a partner-driven model, focus on clear strategies, changing mindsets and long-term value. But if you do it right, partnerships can unleash growth in ways that can't be done by a direct model alone.
