How to Nail Your First Year as a Partnership Manager

The journey to building a successful partnership program is both rewarding and challenging. For new partnership managers, stepping into the role, navigating priorities, building relationships, and achieving measurable impact can feel daunting. Chris Lavoie, Partnerships Leader at AfterShip, shares his wisdom in this installment of our GMnP series.

Chris oversees a dynamic team of 8 partnership professionals (mainly partner managers) driving seven-figure revenue collaborations with retail, e-commerce technology, and logistics giants. With AfterShip’s expertise in post-purchase customer experiences, Chris’s role bridges the gap between technology and seamless customer journeys. In our conversation, he dives into the actionable strategies new partnership managers can adopt to scale their programs effectively.

Step One: Build Trust Through Listening and Learning

"Active listening is where it all begins," Chris explains. Establishing trust with your partners is the foundation of success. Start by conducting discovery calls with open-ended questions that allow partners to share their objectives and challenges. Supplement these conversations by reviewing publicly available resources, such as case studies, websites, and press releases, to understand their market positioning.

Chris emphasizes the importance of delivering on commitments:

“Follow through promptly and share value-driven insights early on.”

Setting up introductory meetings to align expectations and build rapport is equally critical. For example, identify quick wins that can demonstrate the immediate value of the partnership, reinforcing trust and collaboration from day one.

Consistency in communication also matters. Regularly check in to ensure alignment, and don’t hesitate to offer tailored recommendations that help partners achieve their goals. These actions position you as a dependable and proactive partner manager.

Define Success Early with Focused KPIs

In your first year, your success as a partnership manager should be tied to clear, measurable outcomes. Chris advises focusing on KPIs such as:

• Partner-sourced revenue: The direct revenue generated through partner referrals.
• Partner-influenced pipeline: Opportunities influenced by the partner’s involvement.
• Mutual customer integrations: The number of shared customers using integrated solutions.
• Partner satisfaction scores: A qualitative measure of how well you’re meeting your partner’s expectations.

"These KPIs give you a roadmap for success," Chris notes. They not only track performance but also communicate the value of the partnership to internal stakeholders.

Another effective strategy is tracking partner engagement through co-marketing campaigns, joint webinars, or sales enablement activities. These initiatives build partner momentum and create opportunities for shared wins that drive deeper collaboration.

Focus on High-Value Partners

Time management is often the Achilles’ heel of new partnership managers. Chris recommends using tools like account mapping software (e.g., Crossbeam) to identify partners who align with your Ideal Partner Profile (IPP). These high-value partners should receive most of your attention, as they offer the greatest potential for mutual benefit.

“Structure your week with dedicated time blocks for partner engagement."

Blocking time ensures that you can focus on relationship-building without sacrificing other responsibilities. For example, reserve specific follow-up hours, co-marketing discussions, or cross-functional alignment meetings.

Delegating non-essential tasks is another key to staying efficient. You can focus on fostering relationships and driving revenue by leveraging internal teams for co-marketing integration launches or other partnership-related initiatives.

Avoid Overcommitment and Be Transparent

Chris highlights overcommitment as one of the most frequent mistakes of new partnership managers.

“It’s tempting to say yes to everything, but overcommitting can lead to missed deadlines and strained relationships.”

To avoid this, Chris advises setting realistic expectations based on a deep understanding of your internal resources and your partner’s needs. Transparency is key. You set the stage for a sustainable and scalable partnership by openly communicating what's feasible.

Another effective tactic is using standardized playbooks. These provide a framework for onboarding, co-marketing, and deal registration, ensuring consistency and efficiency. Playbooks also help avoid reinventing the wheel, giving you more time to focus on strategic priorities.

From Transactional to Strategic Partnerships

The hallmark of a strong partnership manager is the ability to elevate relationships from transactional to strategic. Chris emphasizes co-developing long-term plans with your partners, such as joint go-to-market strategies or shared revenue goals.

“Focus on the top 10% of partnerships that deliver outsized outcomes for your shared customer base,” he advises. These high-impact relationships should be nurtured with exclusive integration roadmaps or tailored co-marketing initiatives.

Equally important is capturing and showcasing the value generated through partnerships. Chris recommends using product-led marketing to tell success stories. For instance, highlight how a joint solution has helped mutual customers achieve measurable results. Sharing these stories reinforces your value proposition and motivates partners to deepen their engagement.

Navigating Conflicts and Building Resilience

Conflicts are inevitable, but Chris sees them as opportunities to strengthen relationships. “Address conflicts promptly by focusing on shared goals and mutual benefits,” he advises.

A structured approach to conflict resolution is essential. Start by defining the issue clearly and involving all relevant stakeholders in the discussion. Documenting the resolution process ensures accountability and helps prevent similar issues in the future.

By handling conflicts constructively, you demonstrate your commitment to the partnership and build a foundation for long-term success.

Rapid Learning: Immersing Yourself in the Industry

For partnership managers new to an industry, getting up to speed quickly is critical. Chris recommends investing in resources like the Partner Manager Mastermind, competitive analyses, and partner playbooks to understand the ecosystem. Networking groups and industry events are valuable for gaining insights and building connections.

“Learning doesn’t stop after onboarding. Staying informed about industry trends and best practices ensures you can adapt to your partners' evolving needs."

Chris’s Formula for Revenue-Driving Partnerships

When asked how his team turns partnerships into significant revenue drivers, Chris breaks it down:

• Know Your Ideal Partner Profile (IPP): This starts with clarity on your company’s Ideal Customer Profile (ICP). “Your IPP will guide you in identifying partners that align with your goals,” Chris explains.
• Focus on Value: “The number one determinant of success is the value you and your partner provide to shared customers,” Chris states.
• Build Success Stories: Use product-led marketing to showcase joint successes, creating a compelling narrative for future partnerships.
• Engage Partner Frontlines: “Build a funnel in your CRM for partner reps—AEs, CSMs, and others who refer leads. Help them succeed by tying their efforts to KPIs and showing how the partnership drives results.”

Conclusion

The key takeaways to keep in mind during your first year as a partnership manager are:

1. Listen and Learn First: Build trust by actively listening to your partners, understanding their goals, and delivering on promises early.
2. Focus on Key Metrics: Track metrics like partner-sourced revenue and partner satisfaction scores to demonstrate impact.
3. Prioritize High-Value Partners: Use tools and structured planning to focus your efforts on partners with the greatest potential for mutual benefit.
4. Avoid Overcommitting: Be transparent and realistic about what you can deliver, using scalable processes like playbooks.
5. Think Strategically: Co-develop long-term plans and prioritize the top 10% of partnerships to deliver outsized outcomes.

Chris concludes with a powerful reminder:

"Partnerships are simple yet complex. Who you partner with determines your success. Ruthlessly prioritize, deliver measurable value, and invest in relationships that matter."