Alex Glenn – How To Launch an Agency-Focused Partner Program

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Recognize the peculiarities of agency partners.

Software-agency collaborations, like any other successful relationship, must be established on equal benefits, trust, and communication. Yes, you must give in order to get. But it’s not that easy.

Even if we look at marketing technology (a wonderful area for collaboration), there are almost 7400! And they must all grow or perish. For many of them, agency ties are essential to their advancement.

The problem is that most software businesses have a misunderstanding of why an agency decides to ‘partner’ with (align with, recommend, resell, co-market, etc.) a certain software supplier.

And, as with relationships and blackjack, an agency that chooses to double-down on any program does so solely for self-preservation.

Before we get into what really motivates software-agency collaborations, let me define what it means for an agency to ‘double-down’ on any given software:

– The agency only works with one program per category / use case.

– The agency invests resources in mastering the program from the ground up.

– The agency creates retainers based on services, which are powered by this software.

– In addition, the agency will give you with crucial product roadmap input.

This is what we term an agency-software “Partnership” at Partner Programs. And having it might result in the lion’s part of your revenue.

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