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With 2020 firmly in the rear-view mirror, many business leaders are kickstarting the New Year by re-invigorating their revenue growth strategies.

If you’re one of these business leaders, chances are you’ve been looking at potential partnerships to drive sales performance and accelerate revenue growth. And if you haven’t already considered this, it’s certainly something you should add to your agenda.

But what exactly do you need for a successful sales partnership in 2021?

Complete Understanding

“A true partnership is a two-way street, because you can’t just expect your supplier to understand everything about you.” - Frank Hattan, Global Head of Sales,  Intertrust  (RevGen Digital Summit 2020)

As Frank says, it’s essential for both you and your partner to have total understanding of each other’s organisations for your partnership to be truly successful.

This means helping your partner to understand your sales pains and the outcomes you’re expecting, so there’s no confusion on either side when it comes to reviewing progress further down the line. It also means giving your partner a clear understanding of your product/service offering, which will enable them to formulate the best possible strategy.

For your partner’s part, they should give you total visibility of their processes so you know what to expect. This will ensure there are no surprises or complications when activity gets underway.

Proven Capability

“We’ve embraced the need to restructure and be smarter about how we work. durhamlane has been a real part of that journey for us.” - Michael Horgan, Head of Sales (UK North & Midlands), Konica Minolta (RevGen Digital Summit 2020)

The business environment has changed tremendously over the last 12 months and this means many of your established lead generation methods now need to be thrown out the window. So, how do you solve this problem?

Simple – by partnering with an expert organisation who understands how to succeed in the modern sales & marketing space. Of course, this means finding a partner with a proven record of success in 2020 despite the numerous pandemic-related obstacles.

One of these primary obstacles is the dreaded matter of remote working. Pre-lockdown, the average sales rep spent only 36% of their time actually selling. Now that many salespeople are working from home (WFH), rates of efficiency have dropped further still.

One key thing which sets sales leaders apart is their ability to maintain (and even improve) productivity and results in the new, remote-working environment. If your sales partner is able to demonstrate this ability, it’s a strong sign that they will be able to adapt and overcome as new challenges arise.

Input, Output, Outcomes & Insight

“We look at four key measures at durhamlane: input, output, outcomes and insight. That insight piece is very important… If a prospect says ‘No’ to the proposition, we should be reporting back to the customer why they’ve said that. If someone says ‘Yes’, we should be explaining why.” - Richard Lane, CEO, durhamlane (RevGen Digital Summit 2020)

Ultimately, when looking for a partner to drive your sales performance and revenue growth, you care about one thing: results!

Your partner should therefore provide regular insights into their day-to-day activity and the outcomes they’ve produced as a result – this goes back to the aforementioned importance of visibility. For most sales partnerships, the key outcomes will be the number and quality of marketing-qualified and/or sales-qualified leads (MQLs and/or SQLs).

It’s also important, however, to understand the value of results other than hard MQL and SQL numbers. For example, one of the biggest benefits of partnering with a leading sales organisation is that it offers you a level of insight into industries and prospect personas that you almost certainly wouldn’t get if working alone.

A good sales partner will use these insights to inform and improve their own activity. In addition, you can use these insights to improve your own internal activity and operations. This can include content strategy, messaging optimisations and sales outreach.

If you want to know more about finding the right sales partner for your organisation, why not get in touch?

Let’s talk

We’re always open to hearing from ambitious organisations that are looking to scale but are unsure how. Get in touch to see how we can help overcome your sales challenges.