Desire Minus Friction: The Key to Scaling Enterprise Partnerships
In the world of partnerships, growth is a simple equation: Growth = Desire - Friction. The more companies want to work with you, and the easier you make it for them to do so, the faster your ecosystem will grow. This equation, however, looks different when comparing Product-Led Growth (PLG) companies and Enterprise Sales companies.
PLG companies, which allow products to sell themselves through user adoption and organic growth, tend to rely on ease of use and viral loops to minimize friction and fuel desire. Think of the simplicity and self-service model of tools like Slack or Zoom. Their growth comes from users being able to instantly experience the product's value with little to no human intervention.
Enterprise Sales companies, on the other hand, depend on structured sales motions, long-term relationships, and strategic partnerships. In this space, growth is driven by nurturing trust, delivering tailored solutions, and investing in comprehensive partnership models. But the same principle applies: the more desirable you make the partnership, and the easier you are to work with, the faster your partner ecosystem will scale.
Increasing Partner Desire in Enterprise Sales
Enterprise sales partners are motivated by potential value, both short- and long-term. Here’s how your team can increase the desire for others to partner with you:
- Demonstrate Market Leadership
Companies want to align with market leaders or disruptors. If you’re offering industry-leading solutions or cutting-edge innovations, make it known. Create thought leadership content, speak at industry events, and show your roadmap for growth. - Align on Strategic Outcomes
Partners will be more inclined to work with you if you can align on mutual goals. Show them how partnering with your company can help them achieve their objectives—whether it’s expanding into new markets, improving customer retention, or growing revenue. - Provide Unique Value Propositions
What differentiates your enterprise solution from the competition? Highlight your unique selling points. Whether it’s superior technology, enhanced support, or co-marketing opportunities, make sure your potential partners understand what sets you apart. - Offer Revenue and Growth Opportunities
Partners need to see a clear pathway to profit. By offering revenue-sharing models, incentives for deal registration, or opportunities for account expansion, you increase their desire to engage deeply with your organization. - Leverage Account Mapping to Identify Key Customers
One of the most effective ways to build partner desire is to do account mapping and identify large, strategic shared customers. When both you and your potential partner have significant mutual clients, it creates an immediate alignment of interest. By working together, you can offer integrated solutions, improve customer experience, and enhance support—providing value to both the partner and the shared customer base. This level of collaboration makes your partnership offering highly compelling. - Create a Compelling Partner Program
Formalize your partner ecosystem with a well-structured partner program that includes onboarding, training, sales enablement, and marketing resources. A compelling partner program shows your commitment to the success of your partners and makes your company more attractive to work with.
Reducing Friction for Enterprise Partners
Even when there is desire, friction can be a major barrier. The more friction there is, the harder it is for partners to work with you—and the slower growth will be. Here’s how enterprise sales teams can reduce friction:
- Streamline the Onboarding Process
Long, complicated onboarding processes can slow down a partnership before it even begins. Simplify the legal, technical, and operational steps to get partners up and running faster. Invest in tools and resources that make onboarding a seamless experience. - Provide Dedicated Partner Support
Having a single point of contact or a dedicated partner manager reduces friction for partners, especially in complex enterprise environments. This makes it easier for partners to navigate your organization and get the answers they need quickly. - Find Some Quick Wins
Delivering early successes for your partners can reduce friction significantly. By collaborating on quick, high-impact initiatives, you build momentum, strengthen trust, and prove the value of the partnership early on. These quick wins can come in the form of co-branded campaigns, pilot projects with shared customers, or joint case studies. - Say Yes to Easy Asks
Sometimes reducing friction is as simple as saying "yes" to easy asks. If a partner makes a small, reasonable request—whether it’s co-hosting a webinar, providing a testimonial, or sharing key resources—quickly agreeing to those requests can remove barriers to deeper collaboration. It also shows your flexibility and willingness to support their success. - Automate Routine Processes
Administrative burdens like deal registration, reporting, or accessing sales collateral can be time-consuming for partners. By automating these processes through a partner portal or CRM integration, you remove unnecessary friction and free up time for more valuable activities. - Offer Training and Enablement
The easier it is for partners to sell your solutions, the faster they’ll scale their efforts. Providing in-depth product training, sales enablement materials, and even certification programs can reduce the learning curve and make it easier for partners to go to market with your offerings. - Simplify the Contracting Process
Complex and long contract negotiations can create significant friction. Simplify and offer standardized agreements where possible. The faster you can finalize a deal, the sooner you can start driving value together.
Closing Thoughts
In the enterprise world, growth is not just about having the best product or the largest sales force—it’s about how well you can attract and support partners. By focusing on increasing desire and reducing friction, your partner team can unlock new opportunities for expansion and long-term success. Keep the equation in mind: Growth = Desire - Friction, and your partner ecosystem will thrive.
“Reducing friction means anticipating and removing any barriers that stand between the customer and the product.” – Shep Hyken
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