Partnerships are no longer just a "nice-to-have" — they’re a critical driver of growth. And the role of a Partnership Manager is a dynamic role that goes far beyond simple relationship management. From Partner Ops to Partner Marketing, the day-to-day of a Partnership Manager requires wearing many hats while keeping a laser focus on metrics that matter.

Let’s take a closer look at what a typical day might look like for a Partnership Manager, exploring key functions like Partner Ops, Partner Marketing, Partner Sales, Partner Onboarding, and the importance of KPIs for success.

Morning: Kicking off with Partner Ops

The day begins with reviewing operational metrics and ensuring everything is running smoothly.

• Example Task: Logging into the CRM (e.g., HubSpot, Salesforce, Partnerstack, or Kiflo) to check on partner activity—are all partners’ sales reports updated? Are there any pending issues flagged by support teams?
• Key Role: Partner Ops focuses on building the systems and processes that support partnerships. This includes tracking contracts, resolving technical integration issues, and managing financial payouts.

Without a strong operational backbone, even the most promising partnerships can fall apart. A Partnership Manager’s ability to identify and solve bottlenecks in this area is critical for efficiency.

Dedicated KPI: Ensure all partner support tickets are resolved within 48 hours and maintain 95% accuracy in financial reporting for partner payouts.

Mid-Morning: Driving engagement through Partner Marketing

After ensuring the back-end systems are stable, it’s time to focus on engagement. Partner Marketing is where partnerships come to life.

• Example Task: Collaborating with the marketing team and a partner’s team to launch a co-branded webinar. Tasks may include creating the agenda, reviewing promotional materials, and coordinating email campaigns.
• Key Role: Partner Marketing is about creating joint campaigns that drive awareness and generate leads for both parties. This could include co-branded content, events, or social media campaigns.

Example: A SaaS company partnering with a CRM provider might co-host a webinar on "How to Streamline Sales Processes," targeting mutual audiences. This not only generates leads but also reinforces the value of the partnership.

Dedicated KPI: Drive 500 leads through co-marketing initiatives per quarter with an average conversion rate of 20%.

Lunch Break: Networking and staying updated

Partnership Managers often spend time staying plugged into industry trends or engaging with their networks. Whether it’s attending virtual meetups, scrolling through LinkedIn, or reading industry blogs, staying informed is vital for spotting new opportunities.

Early Afternoon: Closing deals with Partner Sales

After lunch, the focus shifts to Partner Sales—helping partners sell your product or service.

• Example Task: Organising on a joint sales call with a partner to pitch a solution to a prospective client. The Partnership Manager’s role here is to provide product expertise and ensure alignment on messaging.
• Key Role: Partner Sales involves enabling your partners to effectively sell your offerings. This could include training, providing sales collateral, or even joining partner-led pitches.

Example: A hospitality tech company might work with a PMS provider to pitch their solution to a hotel chain, emphasising the seamless integration between their platforms.

Dedicated KPI: Partners should close €250,000 in new revenue per quarter, with a 50% deal win rate on joint opportunities.

Late Afternoon: Partner onboarding & enablement

As the day progresses, it’s time to ensure new partners are set up for success through onboarding and enablement.

• Example Task: Hosting a training session for a new partner to walk them through your product, sharing resources like pitch decks, case studies, and integration guides.
• Key Role: A structured onboarding process ensures that partners understand your product and have the tools they need to succeed. Partner Enablement goes beyond onboarding by continually providing updates, training, and resources to keep partners engaged and effective.

Example: A fintech company might onboard a new accounting software partner by providing them with a detailed implementation guide and scheduling monthly check-ins to ensure progress.

Dedicated KPI: Complete onboarding for 90% of new partners within 30 days and achieve a partner NPS (Net Promoter Score) of 80+ within the first 60 days.

Evening: Reporting & Strategic Planning

The day wraps up with time dedicated to reviewing partnership performance and planning for the future.

• Example Task: Preparing a report for leadership that highlights partnership metrics like revenue generated, leads acquired, and co-marketing campaign performance.
• Key Role: Strategic planning is essential to ensure that partnerships align with broader company goals. This involves identifying high-performing partners, re-engaging inactive ones, and refining the overall strategy.

Dedicated KPI: Ensure 80% of partnerships meet or exceed quarterly performance targets.

Why dedicated KPIs are Non-Negotiable

For a Partnership Manager, success hinges on measurable outcomes. KPIs not only provide clarity and accountability but also help demonstrate the value of partnerships to internal stakeholders.

• Partner Ops KPI: Ticket resolution time, payout accuracy.
• Partner Marketing KPI: Lead generation, conversion rates.
• Partner Sales KPI: Revenue closed, deal win rate.
• Partner Onboarding KPI: Time to onboarding completion, partner satisfaction scores.

With clear KPIs, Partnership Managers can focus their efforts, track progress, and celebrate wins while identifying areas for improvement.

Final Thoughts

The role of a Partnership Manager is fast-paced and dynamic. From managing operations to driving marketing initiatives, closing sales, and onboarding new partners, the role touches every part of the business. By staying organised, fostering strong relationships, and keeping KPIs front and center, Partnership Managers drive growth and create lasting value for their companies and partners alike.

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