Churn butter, not customers

We’ve got a major problem in B2B SaaS right now.

It’s a trust attrition problem.

Partner programs are built on trust.

The partner leader gains trust on behalf of the company.

The company doesn’t bestow trust unto the PAM or magically gain it from a partner.

It’s a relationship, through and through.

Trust attrition is creating a relationship deficiency between companies and their most valuable partners.

And if retention is the new acquisition, then relationship retention must be a strategic intention.

The next time you think about cutting your partner program, think about the trust attrition that could follow.

Thanks for contributing to this section of the PhD, Jason Yarborough.

New partner pods

Connor Jeffers of Aptitude 8 joins Isaac Morehouse on PartnerUp 110 to talk about the evolution of HubSpot’s ecosystem.

Chris Lavoie joins the Howdy Partners Posse to talk about how to set priorities in partnerships. Listen to episode 34.

Jessie Shipman and Leslie Venetz geek out on the dos and don’ts of authentic sales in episode 14 of Selling Together.

In episode 13 of Marketing Together, Logan Lyles and Casey Hill talk about how to host webinars that don’t suck.

Gwyn Edwards tells us how to create strategic alliances to grow revenue. Listen to the article here.

The Ultimate Guide to Driving Revenue with Nearbound Sales

Are you wondering how to actually put Nearbound strategies into practice? We wrote the Ultimate Guide to Driving Revenue with Nearbound Sales so that you can start driving revenue with Nearbound tactics.

Jill Rowley, Jared Fuller, and Kevin Linehan share tactical steps and processes for teams to crush their revenue goals with a Nearbound motion.

Download The Ultimate Guide to Driving Revenue with Nearbound Sales for free today.

Happenings

• May 24, 12 PM ET – Firneo’s Partner School Series: WTF is an Ecosystem? Allan Adler from Digital Bridge Partners will be joining Firneo to share his insights on building a kickass partner ecosystem. Register here.
• June 1, 1 PM ET – PartnerHacker x Magentrix – Increase Partner Engagement and Grow Partner Pipeline by 26%. Register here.
• June 15, 12 PM ET – No B.S. Guide to Co-Selling Millions with Partners (from partnership people who’ve really done it). Chris Lavoie, Rob Rebholz, and Justin Zimmerman will share the real-world sh*t that works. Register here.
• June 27, 17:00 - 21:00 CET – Partnership Leaders x Reveal: Elevation Tour - Europe – Aircall’s Office, 11 Rue Saint-Georges, 75009 Paris, France. Register here.

Meme of the Day

Want to reduce churn? Catch the replay of our latest event, Winning Over and Back Customers During a Downturn.

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