The Biggest Mistake in Partner Programs? Forgetting to Send Them Customers

Software companies often build solutions partner ecosystems for two primary reasons:

       
• Helping Customers Succeed: Partners provide the essential implementation support that ensures customers realize the value of your product.
       
• Referrals: A strong partner base can generate customer referrals, offering a low-cost, high-conversion growth channel.
   

Of course, there are more business advantages to building out solutions partner ecosystems, but these are the two biggest we see.

Unfortunately, we also see many software companies so focused on getting referrals that they miss the connection between these two objectives: partners need clients before they can generate referrals.

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How Word-of-Mouth Referrals Actually Work

Referrals fundamentally happen between existing customers and prospective customers. A partner without clients simply doesn’t have the foundation to spark those conversations. No customers mean no one to recommend your product to their peers, and without recommendations, the partner’s role as a referral engine remains untapped.

To unlock long-term customer referrals from partners, you first need to ensure you are helping as many partners as possible grow their client base. This is a help-them-help-you situation.

The more clients a partner has, the more likely those clients are to generate word-of-mouth referrals to the partner, who then can refer them to you.

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Why Partner Success Fuels Your Ecosystem Growth

Many solutions partners—especially smaller service providers or new entrants into your program—are SMBs themselves who are eager to grow their business. By sending partners customers early in their journey, you create a virtuous cycle. Here’s how this virtuous cycle unfolds:

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• Customers Receive Expert Support: Your customers get the help they need to successfully implement your software and realize its value.
       
• Partners Build Momentum: Partners gain valuable experience, establish credibility, and grow their client base.
       
• Partner Referrals Increase: Thriving partners naturally become advocates for your solution, leading to more word-of-mouth recommendations and, ultimately, referrals back to your software company.
       
• Your Customer Base Grows: Increased brand awareness drives higher demand for your product, attracting new customers and partners alike.
       
• The Cycle Continues: More customers mean more demand for partner implementation services, fueling ongoing growth for both your software and your partner ecosystem.
   

This approach doesn’t just benefit your partners—it creates a ripple effect that strengthens your entire partner ecosystem and market position.

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How Expertly Supports Partner Enablement

At Expertly, we understand the importance of nurturing new partners. That’s why we’ve designed our platform to ensure that even newly qualified partners or fresh graduates from your certification program have opportunities to work with clients.

Our productized services marketplace connects your customers with skilled, certified partners, regardless of their size or tenure in your program. This approach ensures:

       
• A Steady Flow of Clients for Partners: Partners can build their businesses faster, gaining the experience and confidence they need to thrive.
       
• Scalable Ecosystem Growth: By supporting smaller or newer partners, you can grow your partner ecosystem sustainably and strategically.
       
• Mutual Value Creation: Customers get expert implementation support, while partners become a reliable source of referrals that benefit your brand.
   

This approach allows you to solve two challenges at once: providing customers with the support they need while enabling partners to grow into valuable advocates for your software.

The Bottom Line

To unlock the full potential of your solutions partner program, the first step is simple: send your partners customers.

This step allows you to kill two birds with one stone:

       
• Your Customers Succeed: Implementation challenges are solved, improving satisfaction and retention.
       
• Your Partners Advocate: Thriving partners naturally generate word-of-mouth referrals for your software.
   

At Expertly, we make it easy for software companies to build thriving ecosystems by connecting customers with skilled partners and ensuring long-term success for all stakeholders.

Ready to Build a Thriving Partner Ecosystem?

If you’re ready to transform your partner program into a true competitive advantage, let’s talk. Expertly is here to help.