When it comes to building, value-based, sustainable B2B partnerships, positioning is everything.
Without clear differentiation and alignment, even the best partner programs fail to gain traction. In a recent webinar, industry experts Craig Gleason, Rome Chopra and Ryan Vankessel discussed how strategic positioning can accelerate revenue growth, drive partner engagement, and create a lasting competitive edge.
Why Positioning Matters
Too often, companies assume their product speaks for itself. But partners need more than just a great product—they need a clear understanding of how it fits into their business model and how it will help them achieve their goals.
70% of partners disengage due to unclear value propositions (Accenture, 2020).
Without strategic positioning, companies risk stagnation, disengaged partners, and wasted resources.
And don't be fooled! Positioning isn't just about messaging - it’s about alignment. Understanding your partners’ business models, market needs, and customer pain points allows you to craft a value proposition that resonates because it shows the value you'll create together.
The Hidden Costs of Poor Partner Positioning
Misalignment in partner programs leads to a host of issues:
- Failure to recruit the right partners
- Low pipeline conversion rates
- Disengaged partners who don’t actively sell your solution
- Wasted resources on ineffective enablement and marketing
Companies with data-driven partner positioning see 45% higher retention rates (IDC, 2021).
By leveraging insights, feedback, and market trends, you can create offers that partners are excited to promote.
Beyond Reselling: Creating Value-Driven Partner Offers
Partners are more than just resellers—they are extensions of your business. Companies that personalize their partner offerings see 30% higher adoption rates (Salesforce, 2022). To maximize engagement, consider these partnership value drivers:
- Technology Integration: Embedding or enhancing your solution within their offering
- Market Expansion: Helping partners enter new industries or customer segments
- Customer Retention: Providing value-added services that improve stickiness
The Five-Step Process to Strong Partner Positioning
- Identify Partner Needs: Understand whether they prioritize revenue growth, market expansion, or technology differentiation.
- Align Capabilities: Match your solution’s strengths with their business model and pain points.
- Develop the Offer: Ensure your value proposition is compelling, easy to understand, and clearly differentiates you from competitors.
- Communicate Effectively: Messaging should be simple, resonate with partners, and be easy to share internally.
- Refine and Optimize: Continuously gather feedback, iterate, and adjust the offer based on real-world partner engagement.
Companies that implement structured partner offers increase program engagement by 60% (Forrester, 2021).
The Rise of Hyperscalers & Cloud Marketplaces
As companies look to scale their partner programs, cloud marketplaces and hyperscaler partnerships (AWS, Azure, GCP) are emerging as major revenue accelerators.
By 2025, 70% of enterprise SaaS purchases will be made through cloud marketplaces (Gartner, 2022).
However, many companies make the mistake of assuming that listing on AWS or Azure is enough—it isn’t. Without a go-to-market (GTM) strategy, these efforts rarely yield meaningful revenue.
Common Pitfalls in Hyperscaler Partnerships
- Lack of alignment with hyperscaler sales teams
- Failure to integrate with hyperscaler solutions, reducing visibility
- No structured co-sell motions, leading to missed opportunities
Companies that actively invest in cloud marketplace strategies grow revenue 5x faster (McKinsey, 2023).
The key is to align your partner positioning with hyperscaler objectives, ensuring that your solution contributes to their customer value proposition.
Key Takeaways: How to Win with Positioning
- Bad positioning kills partnerships. Make your value clear.
- Use data to refine and differentiate your offer.
- Partners need more than resale opportunities—help them drive revenue.
- Follow a structured five-step approach for positioning success.
- Cloud marketplaces and hyperscalers are the future—leverage them strategically.
By treating positioning as a strategic growth lever, you can unlock new revenue streams, engage the right partners, and accelerate the success of your partner ecosystem. Now’s the time to refine your positioning and build stronger, more profitable partnerships.
Be sure to register for our next webinar Mastering Your Partner Process to Drive Velocity and Scale to build a funnel that fuels growth and efficiency.
