From First Contact to Lasting Partnership: Why Partner Nurturing Matters

For this edition of the Kiflo GMnP series, we sat down with Andreas Krause, Senior Partner Manager at Hygraph, a headless CMS that helps businesses unify content and scale their digital operations. With a deep understanding of partnership dynamics, Andreas helps SaaS companies unlock growth through collaborative and innovative approaches.

Like many partnership managers, Andreas found his way into partnerships somewhat by coincidence. He began his career in sales, but partnerships felt like a natural fit. In his view, partnerships in SaaS remain a relatively young discipline, which is why he emphasizes the importance of gathering best practices, continuously learning, and exchanging knowledge with others. That said, in this article, Andreas shares his blueprint for building sustainable, revenue-driving partnerships from the ground up. 

Trust and Transparency Come First

A successful partnership begins with trust, and trust starts with transparency. According to Andreas, being upfront about your capabilities and expectations is critical.

Transparency is crucial during the initial stages of building a partnership and throughout its entire lifecycle. Partners should be treated as an extension of your team. This doesn’t mean sharing sensitive details but ensuring expectations are clearly defined and communicated.

As Andreas puts it, “If you’re an ISV, don’t promise channel partners a flood of leads if that’s not realistic.”

This honesty helps build trust and sets a foundation for a productive, long-term partnership. Andreas emphasizes:

“Trust is earned in drops and lost in buckets. Building a relationship takes time, but it should always start on good terms.”

Creating Tailored Engagement Strategies for Different Partner Types

Each type of partner—whether resellers, affiliates, or technology partners—requires a customized approach. Andreas highlights the importance of understanding a partner’s role and the value they bring to your business.

“The communication and engagement strategy depends on the partner type and their importance to your organization. The higher the importance of a partnership, the higher the engagement should be."

For example, reseller partners may need in-depth training and technical knowledge, while affiliates might require regular performance updates. To ensure engagement, Andreas suggests providing partners with access to resources like demo accounts, marketing collateral, and a direct line for support.

Keeping Partners Engaged Before Revenue Rolls In and the Role of Goals

One of the biggest challenges in early partnerships is keeping partners motivated before they see financial results. 

Andreas emphasizes the importance of providing value from the start. He suggests understanding their business and goals and applying the 3 I’s of Nearbound sales—Intel, Influence, and Intro—to create early wins. Additionally, facilitating strategic introductions or collaborating on marketing initiatives can help sustain their engagement.

Another critical factor is setting realistic, shared goals. Andreas recommends starting with small, achievable milestones to build momentum. These milestones should be developed collaboratively to ensure they’re motivating and attainable.

Moreover, finding the first joint project is often a hurdle in new partnerships. Andreas’s strategy? Start by giving.

“If possible, I try to give before I ask anything in return. This approach taps into human nature—most people feel compelled to return a favor,” he explains. Whether offering access to your network or sharing valuable insights, small gestures can pave the way for more extensive collaborations.

Leveraging Data to Strengthen Partnerships

Data-driven decision-making is a cornerstone of effective partner management. At Hygraph, Andreas relies on performance metrics to guide nurturing activities.

“Tracking partner-sourced leads and opportunities is standard, but going further to track partner-influenced revenue provides deeper insights. Metrics like activated joint users and their performance on both platforms help measure the real impact of the partnership.

A successful partnership goes beyond transactions; it’s about creating a relationship where partners feel valued. Hygraph does this through structured onboarding, consistent touchpoints, and shared communication channels. Andreas elaborates:

“We invite different stakeholders from both parties to engage directly through channels like Slack. We also provide access to a partner portal, where they can find everything from technical resources to deal registration tools.”

Celebrating partnerships publicly, such as through social media or a partner ecosystem directory, fosters a sense of inclusion.

Partnerships Are a Strategy, Not a Side Project

Andreas concludes with an important reminder: partnerships should be embedded in your business strategy. “We’re in the era of partnerships. If you don’t have a partnership strategy in place, you’re already behind your competitors,” he asserts.

Partnerships are not just a department’s responsibility but a company-wide initiative. A well-thought-out partnership strategy can unlock new revenue streams, foster innovation, and build a lasting competitive advantage.

Conclusion

To sum up, Andreas’ rich experience and advice:

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• Trust is the Foundation: Transparency and honesty are crucial from the start. Setting clear expectations and delivering on promises builds trust, essential for long-term success. As Andreas notes, “Trust is earned in drops and lost in buckets.”
• Tailor Your Approach to Partner Types: Different partners require different levels of engagement and resources. Customizing your communication and support based on the partner’s role and importance ensures they feel valued and equipped to succeed.
• Lead with Value and Use Data Wisely: Offering value upfront—whether through strategic introductions, co-marketing, or shared insights—helps build momentum. Coupled with tracking key metrics like partner-influenced revenue, these efforts create a partnership strategy that’s both impactful and sustainable.