If you are striving to build a good alliance between the software company and the niche vendor, one of the key aspects in building a successful partner program is to insure the software company is trained as well as the vendor. This can include training with the sales teams on how to recognize a prospective opportunity to how to position their products together. Remember the software sales team needs to see and understand the benefits. They have to be sold. The end customer only wants reliability with as few clicks as possible.
In my experience, weekly sales team meetings have worked well as a good venue to know the players from both sides and ask questions as well as to learn the key points of the partner product. Also, it is a good time for the teams to ask questions. The software company does not need to be an expert in the partner product, but should know the key feature functions as well as solutions/benefits. This can be accomplished in one to two webinars, one hour each, where the partner vendor can go through their system from a high level to highlight the key messaging. One should allow 40-45 minutes of demonstration and allow time for questions (15 minutes). If the partner can provide a PowerPoint of the session, the software vendor can then file the information to be referred to when necessary or as needed.
Sometimes if the software sales person does not have a current need for the partner product, he/she may find themselves in a situation where the need arises in the near future. Or, they may realize they passed up an opportunity where they can return to the prospect and discuss the ability to handle that one objection. If they can file the information, it can be in a folder for them to retrieve it when the need arises. However, as I have found to be true, if future needs arise, the Sales Rep will be calling you for further information, because they have either forgotten or did not listen intently while the team call was in session. In a prospect demo situation, you can also have the partner product people included for the demo to show their piece of the application.
Many organizations have monthly sales teams’ calls and are usually looking for a speaker, thereby making it a good opportunity for the niche partner to talk about what they know best. Most importantly the elements coming from the partner and software vendor is that both sides are able to speak at a level to what the other company brings to the table. They will hear the ‘trigger’ words that will let them know when to bring in the partner for the deeper dive into the product. From these monthly team calls, one can get the chance to know the players you are talking to and engage with them for future meetings. Communication is the key for success!
Some larger software companies also may offer credentialed specialization programs for the alliance partners. This process assures customers/clients that the partner company thoroughly understands the software system to which they are either integrating with or has the correct interfaces to be functional. Make sure you understand which process the vendor requires to insure a better possibility to be utilized for partnering.