Why BPA for Partners

Brands are losing control of their partnerships.

Partners’ business models are rapidly maturing from simple sales to a variety of complex business models. And thanks to digital access and transparency, partners have a lot information—and choices.

Brands are losing control of their partnerships.

There’s been an explosion in partner types—including new types of stakeholders that influence deals—that don’t fit into a one-size-fits-all model.

Partners are exploring new business models, hunting for competitive advantage, and always trying to improve. As they shed their training wheels, they want more say in how to take solutions to market and better tools to support them in doing so. These changes signal the end of top-down, transactional relationships. Partners no longer need to ask ‘How high?’ when brands say ‘Sell.’

Your partners now act more like consumers: less loyal to your products and deeply focused on experience.

The new way of managing isn’t just signing up a new partner and letting them sink or swim on their own.

It’s based on a simple economics concept: rewarding results doesn’t work as well as incentivizing behaviors that lead to those results. It drives win-win behaviors like:

Taking trainings
Providing referrals
Attending events
Capturing customer details
Complying with brand guidelines
Personalizing marketing assets while preserving brand integrity
Taking advantage of insights to sell in their market

It’s based on a simple economics concept: rewarding results doesn’t work as well as incentivizing behaviors that lead to those results. It drives win-win behaviors like:

Taking trainings
Providing referrals
Attending events
Capturing customer details
Complying with brand guidelines
Personalizing marketing assets while preserving brand integrity
Taking advantage of insights to sell in their market

Your partners succeed when they can:

Learn your products and services quickly
Understand how your solutions deliver value to customers
See how your value fits with theirs and communicate it effectively
Know the best plays for their business model: higher-profit areas, sweet-spot sales
Find and follow best practices Customize marketing assets for their market
Customize marketing assets for their market

Creating an experience that incentivizes and enables success requires consolidating tools, tech and assets—and personalizing to your partners’ needs. Unless you want to endlessly scale how many resources you throw at every partner, it requires automation.

Partner programs are losing momentum

Partner programs are losing momentum

They now reward the brands who earn their attention.

As the old ecosystems fracture and partners have more needs and choices, partner programs need to grow up—or miss out.

As the old ecosystems fracture and partners have more needs and choices, partner programs need to grow up—or miss out.

Under-engaged partners stunt growth.

Breaking the cycle of signing new partners, only to see them unengaged and underperforming, requires a new mindset.

Growth is awesome. But you have to take your partners along with you.

It’s about equipping them to learn, market and deliver solutions. It’s making it easy for them to do what they do best—sell—while protecting and advancing your brand.

We call it Behavioral Performance Acceleration.

Automation clears the path for Behavioral Performance Acceleration.

Your partners are incredibly diverse, and they need different things from you. Different guidance, marketing assets and learning paths.

Effort alone won’t solve this problem.

And that’s our reason for being.

The only way to win in this world is win-win.

In the new world, when partners act like consumers, how you sell is at least as important as what you sell.

Make it easy for your partners to learn, market, sell and deliver. Drive behaviors that help them compete in challenging and confusing marketplaces.

Behavioral Performance Acceleration is the modern way to grow partnership dividends. But it has to be.

rewarding for your partners

easy to manage

scalable