Business Partner Relationship = A Successful Marriage

A colleague recently asked me regarding my job as a partner business development manager: “What are the top keys for a great partner relationship with a customer or an ISV”. It is an intriguing question, as I’ve spent the last 6+ years at Microsoft managing various ISVs, many of them challenging. I thought long and hard over this question and I realize it’s quite simple – the answer can be found in those self-help/fashion magazines that you typically find waiting in line at a grocery store with headline articles, “Keys to a Successful Marriage!” I randomly selected 5 keys to a successful marriage:

• Trust Each Other — I would probably consider this #1 on my list. It is so important that you become the “trusted advisor” in the working partner relationship. It takes times to build a trusted relationship, but it is worth the effort and so much can be accomplished to make it a win-win for both you and the partner. 

• Make Your Spouse (Partner) Number One — This statement is very true. You need to make it clear that your relationship with your partner is number one and vice-versa. It requires priority, time, and attention! 

• Spend Time Together — This sounds obvious, but I’ve seen too many account executives who believe they can manage a successful relationship without spending time with the partner face-to-face. It is important to make the effort to travel at least on a quarterly basis either in executive briefing, technical & business engagement, or even just to touch base. So much more can be accomplished in person that you can’t do remotely by phone or in web conferencing. I remember many years ago working with a new partner who was Microsoft unfriendly. All email exchanges and conferencing from an executive decision maker were painful but once we met in person, the relationship turned 180 degrees overnight. 

• Appreciation — So many times while engaging with partners we find ourselves focusing on issues, challenges, and the negatives with the relationship. It is just as important that we focus on the positives with the partner relationship, such as identifying accomplishments and GTM “wins”, stating how much the relationship has grown over a given period, and putting plans in place to elevate and grow the partnership in the short and long term. 

• Communication — Some would argue this is the number #1 key to a successful relationship. Clear, concise verbal and written communication is so critical to avoid miscommunication and to reduce ambiguity.

Final thoughts – Building a strong relationship with your partners or ISVs is not easy, similar to a successful marriage. It takes time, effort, trust, and communication on both sides. It is not one-sided but much effort needs to happen on both sides for the partner relationship to grow. I may be over simplifying in this short article, but these are a few key points that are critical and thought provoking.