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Digging into the Ingredients for Partner Portal Success

Personalize the Portal. Respect your channel partners’ time. Know where they are in their journey.

Relayware Partner Relationship Management

Digging into the Ingredients for Partner Portal Success

Part 3

By Simon Taylor, Relayware Director of Pre-Sales

In the first post in this series, I went over the 6 key aspects of successful partner portals:

  • Personalize the Portal.
  • Respect your channel partners’ time.
  • Know where they are in their journey.
  • Go at the partners’ pace.
  • Make your partner portal rewarding.
  • Keep it compelling.

I’ll go into the first three of these more specifically in this post.

Personalize the Portal.

Many partner portals are stale, static and not dynamically geared to the viewer.

If your content refreshes once every few months, you’re giving partners no reason to come back.

Portal content should be tailored to an individual’s usage, engagement, and activity level. Regularly ask partners to review and update their contact details to ensure they are getting the right content.

Strong partner portals allow users to personalize their settings. Personalization can be anything from a custom start-up page or custom directory on login to an automatic notification of new content within a specific group.

For example - showing sales content to sales professionals.

Where possible offer the content and partner portal in local languages, for example showing relevant Japanese information to your Japanese partners. Integrated PRM software solutions allow for you to readily tailor your content.

  • Dynamically serve content that is relevant to each partner’s:
    • Country, language
    • Partner status, tier
    • Industry, organization
  • Not only who they are
    • Tier
    • Region
    • Role
  • … but what they’ve done
    • Revenue contribution
    • Training taken
    • Y/Y growth
    • MDF: deal reg ratio
  • … and what they’re going to do
    • Business plan

Respect your channel partners time.

Minimize the clicks/taps required to get to the content they really need – include quick links on the home page that allows a user to click directly through to the most commonly used content and functionality.

Whether it's videos, brochures, a knowledgebase, training or collateral, partners are more effective when they can access and download what they need, when they need it. Make your partner portal self-serve and enable your channel partners to always have access to the latest resources from one place.

Know where they are in their journey.

For new users and / or new partners display welcome content and a short tutorial on “How to work with us.”

Introduce next steps at a pace that’s suitable to the partner’s level of need and interest.

In my next post, I’ll go over in more detail:

  • Go at the partners’ pace.
  • Make your partner portal rewarding.
  • Keep it compelling.

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