Where do CEOs develop their appreciation for partnering? Why do some CEOs fully embrace partnering as a core business strategy while others take a fair-weather nice-to-have view?

In this episode, you’ll meet a CEO who gets it. Jed Ayres, CEO of ControlUp, talks about his unique career path and insights on channel partnerships. Jed shares his experience transitioning from a reseller to leading a SaaS company, emphasizing the critical role of channel partners in scaling business operations.

This episode is a must-listen for every CEO who wants to better understand the power of partnering.

Key Takeaways

Here are my top 10 takeaways from my conversation with Jed:

1. Invest in Partner Relationships: Long-term success relies on strong, trusting relationships with channel partners. CEOs should hold regular meetings to understand partners’ needs and strengthen collaborations.

2. Human Interaction is Irreplaceable: Building genuine relationships with partners requires face-to-face interactions. Encourage sales and channel managers to spend quality time with partners, including in-person meetings and events, to build and maintain strong relationships.

3. Quality Over Quantity in Partnerships: It’s better to have a few high-performing partners than numerous mediocre ones. Focus on building deep, meaningful relationships with a few high-performing partners.

4. Adopt a Partner-First Philosophy: A successful channel strategy depends on embedding a partner-focused mindset across the organization. Ensure the entire leadership team embraces a partner-first approach.

5. Leverage Channel for Scale: Channel partnerships can help businesses grow exponentially by extending their reach. Use channel partnerships to exponentially grow your business reach and influence.

6. Trust and Integrity Are Fundamental: Integrity in business dealings builds long-term trust with partners. Maintain integrity in all dealings to build trust and long-term relationships.

7. Include Partners in Marketing Strategy: Co-marketing with partners can significantly enhance brand credibility and reach. Embed channel partners into your marketing initiatives for increased co-branding opportunities.

8. Listen and Act on Partner Feedback: Continuous improvement comes from listening to and acting on feedback from partners. Regularly gather and implement feedback from partners to improve processes.

9. Ecosystem Integration Is Key: Strong technological alliances improve product value and market adaptability. Develop strong technological alliances to enhance product value and interoperability.

10. Face Challenges with Adaptability: The ability to adapt and collaborate is crucial for business growth and resilience. Screen new hires for adaptability and a collaborative mindset to fit the company culture.

LINKS & RESOURCES

• Connect with Jed
• Listen to Partnering Smartly: A CEO’s View with Christa Quarles
• Learn how to Unlock the Power of Ecosystems with CEO Bob Moore