300% increase in partner adoption & 88% response rate

Client:
Global tech vendor

Solution:
Partner Concierge

Outcomes:
300% increase in adoption
88% partner response rate
24% onboarded in 8 weeks

The challenge

A global technology vendor had a partner marketing program. What they didn't have was adoption amongst their longer-tail partners.

Longer-tail partners weren't engaging. Not because the program wasn't good enough, but because the communication wasn't relevant enough, and there was no dedicated support to bring them in. A well-built program with low adoption is still a program that isn't working.

The vendor wanted to test whether a new Partner Concierge model could change that.

Sherpa's Approach

Sherpa monitored initial program performance closely and analysed the partner base on skill and alignment, selecting and prioritising partners who would drive the most value from the program.

From that analysis, communication relevancy was increased for each nominated partner. Rather than generic outreach, partners received communications relevant to their specific situation and capability level. The offer of 1-2-1 partner support gave longer-tail partners a reason to engage and a clear path into the program once they did.

88% of nominated partners responded to communications about wanting marketing support. 24% onboarded within the program during the 8-week pilot period.

Outcomes

Overall adoption increased by 300%. 88% of nominated partners responded to communications. 24% of nominated partners onboarded within the program within an 8-week pilot period.

The pilot demonstrated something straightforward: when communication is relevant and 1-2-1 support is on offer, longer-tail partners engage.