Partnership Organizational Chart – You know you need a partner manager, partner marketing manager, and partner operations manager to help bring your partnership strategy to life – but where should these roles sit in your organizational design?
Then, where each member of your team sits and who they report to will influence the direction and success of your partner program.
Partnership Organizational Chart
We spoke with enterprise professionals at RollWorks, LeanData, Famous, Contentquare, Workato, and Airship to learn about enterprise team boards, so you can get an idea of which structure best fits your long-term vision. While compiling these organizational charts, we noticed some key trends, including:
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Takeaway #1: As your company scales, you’ll need to think about how to redesign your corporate strategy from the top down. For example: You can hire a Chief Ecosystem Officer (another CEO) like Okiki does. Or you can hire global leaders to define long-term strategy with the C-suite and regional leaders to define regional strategies that speak to the needs of customers in different regions (such as content creation).
Mistake #2: Where each corporate role sits determines its responsibilities, budget allocation, operations, and influence. For example: if the partner marketing team is located within the marketing organization, your partner marketing may flow between partner marketing responsibilities and “traditional” marketing responsibilities based on the needs and goals of the department in a given quarter. They can also have better access to marketing resources and budgets and can influence the buy-in of the marketing team as a whole. Meanwhile, take on a role as an exclusive marketer for partnerships
Can help bridge the gap between product, marketing, and partnerships. Placing a customer success manager in partner organizations dedicated to working with industry partners can improve the lives of your fellow customers and channel partners while ensuring that your account managers (AMs) are in person where you are.
Step #3: Hire a member of the enterprise team with early Ecosystem Ops skills. In the past you can track commitments and measure some small success, once you will be able to invest in additional efforts, get more resources, and grow your ecosystem in scale. LeanData is hiring a Partner Director (ISV & SI) with in-house system experience to track partner revenue in Salesforce. RollWorks worked with its RevOps team to create custom fields in Salesforce and later hired a RevOps Partnerships role from the RevOps team.
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Mistake #4: Content Content, Workato, and RollWorks have enterprise teams that roll to the CEO, while LeanData’s enterprise organization rolls to the CRO. Meanwhile, the Reputation team moved to the Chief Ecosystem. See how the reporting lines for your team will influence KPIs, support or hinder alignment between go-to-market (GTM) teams, and create needs for roles within these departments or within you.
Note: The charts of tech companies are fluid. Keep an eye out for the year to see exactly when we profile each organization. Organization may change after publication.
Mike Stocker, VP of Partnerships at RollWorks, went from a one-person partnership team to a nine-person team in just three years (and more hires in the works).
Title: RollWorks is a subsidiary of NextRoll, Inc. RollWorks has over 200 employees and is based in San Francisco, California.
Exhibit212 Organizational Chart
What it means: They have a RevOps person dedicated to partnerships that sits on the RevOps team and a marketer dedicated to partnerships that sits on the sales team. At the start of their partner program, Stocker worked with two Marketing Operations Managers (Mari Miyamoto and Kendra Dixon) to identify initial measures of success. For example, they:
As a result of collecting these measures, Stocker demonstrates the effectiveness of partnerships and has the buy-in of the development of its corporate team. This expansion includes the integration of a marketing for partnerships within the product marketing organization and a RevOps role for partnerships within the RevOps organization.
A partnership marketer sits on the product team building partnerships and partnerships with partner marketing teams. The role focuses on defining use cases, developing documentation, and managing the rollout of each integration.
“This partnership marketing role is very valuable because you’re thinking about the use cases, how [the partnership] connects with the rest of the market, how we become a platform-wide solution, how we bring integration to walk. history,” said Stocker. “I will always ask for [the role] going forward.”
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Stocker added that the reporting line from his team directly to the President/CEO was critical to growing his partner program and the team at scale.
“[Otherwise] it’s biased – if you report to a CRO, you focus mostly on opportunity creation. If you report to a CMO, you focus on lead generation and affiliate marketing. If you report to the market, you focus only on technical integration. Partnerships are, and should be, all three of these and need to be supported at the highest levels across all of these functions. “
Stocker emphasized that even in this decade when it is “the time of the ecosystem”, the partnerships must be more strategic in nature, need a seat at the exec table, and therefore need to report directly to the CEO / CEO .
Chris Messina, Vice President of Alliances and Partners at LeanData, joined the revenue generation company in 2020. When expanding LeanData’s partnership team, Chris knew he wanted to hire people with skills he didn’t have and could help them. increase them. growth now 28-partner ecosystem.
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Important: One of the first four members of the LeanData partnership is an ecosystem specialist. As a result of hiring a Partner Director (Salesforce), who has extensive experience in the Salesforce ecosystem, LeanData has achieved “Summit Summit” partner status (top 1% of Salesforce partners).
Chris also hired a Director of Partnerships (ISV & SI) with Ecosystem Ops skills. As a result, they were able to monitor the effective revenue of partners in Salesforce and noticed that partnerships with partners have approximately 40% higher order value (AOV) than transactions without partners.
Okiki’s experience management platform invests in the ecosystem from the C-suite down. With a Chief Ecosystem Officer at the helm and a dotted line between the enterprise team and a Customer Success Manager, Enterprise Partners, Okiki is reshaping the traditional B2B SaaS organization.
In August 2021. They also hired a Customer Success Manager dedicated to working with corporate partners and fellow customers.
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Before hiring a Chief Ecosystem Manager, the strategic partnership team reports to the Chief Revenue Officer (CRO) and works closely with the Head of Product.
“[A good ecosystem team] must be connected to all areas of the company, including product, sales, marketing, and customer experience. It’s easier in the C-suite, because you’re connected to the CMO, CRO, and Product and CX organizational leaders,” said Brent Nixon, Chief Ecosystem Officer at Reretation. “When [partnerships] sit in the C-suite, it’s good integrated into the overall strategy.”
Nixon also shared that having a corporate role at the C-suite level can show investors and analysts that you’re investing in the ecosystem.
At our Supernode 2022 conference, Sarah Wang, General Partner at Andreessen Horowitz, shared that her investment firm sees the strong partner ecosystem as a mismatch (See the article here). Hiring a Chief Economist can show your investment firm, analysts, and potential partners that your company:
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Customer Success Manager at Reputation, Agency Partners, Patrick Scott, sits in the customer success organization and the line of partnerships. He works closely with agency partners to ensure implementation and helps guide fellow clients in using Reputation’s new features and integrations. While CSMs may traditionally work with a handful of clients, Scott works with seven partners and more than 100 of their distributed clients.
If you’re considering hiring a sales or customer success role dedicated to partnerships, know where they sit and who they have the lines to say how they work with internal readers. Scott works closely with Reputation Account Managers (AMs) to drive sales increases and expansions involving industry partners. If Scott sits in the partner organization and has a direct line to CS, his relationship with the AMs on the sales team may be different and he may face challenges regarding buy-in.
Gilad Zubery, Executive Vice President of Global Business Development and Partnerships at Contentquare, oversees three departments: Partner Marketing, Partner Success, and Technology Partnerships.
The partnership is based on a number of global leaders in all categories. For example, the Global Director of Partner Success manages the long-term strategy for partner engagement, while leading regional strategies.
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What it means: The integrated team used in Customer Success / Business Development. Now, they sit under the market.
Having an integration team under the market ensures that integrations are built and managed according to best practices with a focus on scale and productivity, Zubery said.
“My team’s goal is to produce as much integration as possible,” Zubery said. “And this can be done if the integration team sits below the market, follows market guidelines, and has
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