36 - Operationalizing Partner Programs with Aaron Howerton

Aaron Howerton, a Partner Operations expert, joins the podcast to discuss the importance of partner operations and its role in driving successful partnerships. Aaron explains that partner operations is distinct from channel operations and encompasses all aspects of partnerships beyond resale and distribution. He emphasizes the necessity of partner operations and the value it brings to both external partners and internal teams.

Aaron shares insights on operationalizing partner programs, building internal alignment, and leveraging CRM integration for effective partner management. He also highlights the challenges faced by partner leaders in justifying the need for partner operations and offers strategies for overcoming these obstacles.

Key Takeaways:

• Partner operations is a crucial function that aligns cross-functional teams and improves the user experience for all stakeholders involved in partnerships.
• Distinguishing partner operations from channel operations is essential, as partner operations encompasses all aspects of partnerships beyond resale and distribution.
• Partner operations should be considered a necessity rather than a luxury, as it plays a vital role in scaling partner programs and enhancing operational efficiency.
• Building internal alignment is a key responsibility of partner operations, as it ensures that all teams are working together towards common goals and objectives.
• CRM integration is crucial for effective partner management, as it allows for streamlined processes, accurate tracking of partner activity, and seamless collaboration between sales and partner teams.

Notable Quotes:

• "Let me be the bad guy. I'm the program manager, the ops manager for how the program functions and what the rules are. So you partner manager, you advocate for the partner. I want them to always be showing up for the partner, arguing for the partner, defending the partner in private." - Aaron Howerton
• "If you can't justify good, tight operations for your core business, partner operations becomes way down the list, something that's not even functional." - Aaron Howerton
• "Operationalizing a program involves establishing core principles, focusing on user experience, and aligning decisions with company strategy and goals." - Aaron Howerton

Resources:

• Aaron Howerton on LinkedIn

Chapters:
00:00 Welcome to the Podcast: Introducing Aaron Howerton
03:08 Diving into Partner Operations: Definitions and Importance
15:43 Operationalizing Partner Programs: Strategies and Challenges
29:19 The Roadmap to Effective CRM Integration for Partner Programs
32:14 Unlocking the Mystery of Partner Operations
34:18 The Importance of CRM in Partner Management
35:32 Navigating the Challenges of Partner Ops
39:51 Leveraging Workflow Tools for Effective Partner Management
43:20 Measuring Success in Early Partner Programs
50:05 The Power of Personal Connections in Partnerships
01:00:45 Embracing Remote Work and Partner Ops Insights