5 tips that will improve the clarity of your writing
February 19, 2020
By Anna Pantazis
February 4, 2022
When two organizations agree to market and sell a solution together, they bring different viewpoints, cultures, and values to the table. Partners may find they have differing stances on everything from priorities to key messages, expectations, and even budgets.
Some pitfalls that can thwart partner relationships include different expectations, success metrics, or goals; disagreements over resource needs; and misunderstandings over who gets to claim the sale.
Managing all this can be challenging. One thing’s for sure: a boat with two people rowing in opposite directions doesn’t get anywhere. So here are three considerations that can help get your partnership into shipshape.
To help ensure partnership success, communicate what everyone wants and needs up front. Communication can be the hardest aspect of partnering, so you may need to work at it. Start early in the partnership and take as much time as is necessary for thorough, clear communication between all players.
Some topics aren’t as much fun to discuss as others. Communicating about certain aspects of your partnership can even feel awkward at first. But discussing them honestly and up front can clear the air and be more pleasant than disagreements over these issues down the road. Be sure to develop a good understanding with your partner around, for example:
For partnerships to run smoothly, everyone needs to do what they’ve said they’re going to do—and do it, without too many exceptions, on time. They need to show up prepared for meetings and deliver feedback and other information promptly. Teams and individuals need to set schedules, agree on action items, and then act in good faith.
To make sure this happens, appoint one person the job of keeping everyone across the partnership accountable. By giving everyone a clear understanding of project schedules and individual responsibilities, and gentle but firm reminders of due dates, this person can mean the difference between dysfunction and a thriving partnership.
Marketing agencies are skilled at smoothing the implementation of a partnership. If you’re working with one, you may be able to lean on your account manager, who can use their insights, experience, and expertise to help keep your partnership moving smoothly.
An account manager can follow up with partners when deliverables are due, instead of your having to fill that disagreeable role. This saves time and preserves the relationship. Many times, partners are in different time zones; an account manager can coordinate review calls and feedback to overcome time-zone challenges and other hurdles.
Because your agency is an impartial third party, asking crucial but potentially troublesome questions can be easier for them. They can moderate conversations to make sure both partners are getting equal input. They can be the neutral zone between partners and ease that pressure, so you and your partner can focus on the relationship. So, lean on your account manager. They’re there to help!
Anna loves long walks on the beach and the smell of Coppertone suntan lotion. With a BA in marketing and 18+ years of experience, Anna loves making her clients happy. Anna is also pretty badass, as she once swam with a whale shark in Puerto Rico. She loves camping with her family and playing with her fancy Labradoodle, Gus.View our Team