Stop chasing partner program tiers! Three ways to build market share - the right way.
- Robin Seidner
- Jan 27
- 3 min read
Updated: Feb 19
When partner programs change, it can be challenging to long-term partners who are used to the status quo. Recent updates to tier structures, requirements, categories, etc., across both the ServiceNow program and the Shopify program will likely cause (and have already caused) consternation and angst among existing partners. Even relatively minor changes to the Salesforce (or other partner) ecosystem create a frenzy of tracking activity inside the partner portal to get credit for things now that will go away in 6-12 months.
Change is inevitable. How you leverage it is what matters.
Program changes are bound to happen. I remember when I was at Salesforce, and there were criteria for being considered a Global Strategic Partner that seemed to be a reach for anyone outside a global SI—like Accenture or Deloitte—basically only firms with selling organizations in multiple of Salesforce’s key markets. The problems started when the larger regional firms at the time grew to invest in other markets, like the UK. Did that really make them a global strategic partner? No. So, Salesforce changed the rules.
People were mad, but they got over it, because at the end of the day, there is still plenty of market share for both ISVs and Consulting/Service partners across any of the larger or growing technology ecosystems, be it Salesforce, Shopify, or other technology services partners. The larger firms will always get the most attention and love from your tech vendor, for two reasons (and where you likely cannot compete):
They own key relationships at large enterprise clients: One key way for ServiceNow or Salesforce or Google or whoever to grow is to expand their footprints in large enterprise accounts. Guess who holds those relationships? Yup, it's the big GSIs. That’s why it makes sense for tech partners to invest heavily in partner relationships at those firms.
Bang for the buck: Lets face it, when you have key global relationships at companies that spend millions of dollars every year on technology, you’re going to drive more ACV for your partners. So, if say, ServiceNow invests 20 people globally into the Accenture partner relationship, that relationship will deliver more ACV than 20 people spread over a larger number of partners (100-200).
All this said, you don’t have to be a big firm to grow your business and be successful. You just need the right strategy.
Chasing tiers is not the way
The rest of the partners who are not one of the big firms think they need to chase tiers in order to get deals, or be a bigger deal in whatever ecosystem they play in. Chasing tiers is not the way to build your market share – UNLESS you’re in a smaller, younger ecosystem where there are fewer partners to compete with.
Three tips for building market share - the right way
What is the right way to build a profitable services business that successfully serves SaaS and AI technology buyers and users AND gets you a seat at the table with sellers at technology vendors? Start with these three things:
Bring customers: Want to make an impression with sellers? Bring your customers to the table for net-new license sales. Better yet, bring net-new customers who are looking to buy something that makes a good dent in someone’s quota.
Bring your “A” game: Don’t come to a meeting with a seller with your hand out. Trust me, so many other partners are doing that. If you get an opportunity to meet, make sure you’re prepared and can show and tell a seller or sellers why they should care about you as a partner and what you’ll bring to the relationship.
Craft a unique story, and know it well: Do you know that Salesforce’s “First Call” deck starts with how great they are (Best Place to Work, World’s #1 CRM, etc)? Don’t do that. No one cares about how great your 10, 20, 50, 100 person services firm is. Focus your story on the things that matter most - What you do better than everyone else, ROI, problem-solving, real differentiators.
These three tips are just part of what helps you become a winning services partner in whatever ecosystems you work in. I can help with everything from GTM strategy and tactical engagement, to seller enablement and partner relationship management. Reach out and let’s discuss your situation.