The Dark Truth About Partner Programs

When researching software solutions for your organization, you may have come across various Partner Programs (also commonly referred to as Agency Partners or Software Partners). It sounds prestigious, as if by hiring a company or agency listed as a partner to help you implement the solution, you’re getting a trusted expert who will guide you towards success…

Right? Well, not quite.

What does it mean to be in one of these partner programs?

In a lot of cases, being listed in a software company’s partner program simply means an agency can sell (or have sold) a lot of an organization’s product, and it has little to do with their level of competency or if it’s the right tool for the job.

The reason for this is that software companies often rely on agency partnerships to leverage their relationships and reach, to drive sales and promote their products. They provide incentives, certifications, and fancy titles like “agency partner” or “diamond tier partner” to entice agencies to sign up. However, behind the glittering facade, there’s often a lack of scrutiny on the agency’s actual expertise or understanding of the product they are promoting.

Many agencies become “partners” with software companies simply by meeting basic sales targets, undergoing only a minimal assessment (or none at all) of their ability to truly understand and implement the software in a way that aligns with their clients’ needs. On top of that, the pressure to meet sales targets and earn commissions can lead some “agency partners” to push products onto clients even when it may not be the best fit for their needs.

The partner program model can mean your bests interest aren’t always taken to heart.

Agencies with little to no experience or expertise in a particular software are incentivized to become “partners” and then pitch it to unsuspecting clients, regardless of fit. These clients, maybe someone like you, end up with software solutions that are poorly-implemented, missing features, not aligned with their goals, and don’t deliver the expected results. That’s an expensive waste of time, money, and resources, and can even land a client in a worse position than they started.

Yikes.

What can you do to protect your business from falling into the partner program trap?

• Do your research: Don’t simply rely on a “software partner” or “agency partner” title. Conduct thorough research on the software you’re considering, including its features, capabilities, and limitations. Understand what your business needs and how the software aligns with those needs.
• Assess an agency’s expertise: Don’t be afraid to ask tough questions about the agency’s experience and expertise with the software. Inquire about their certifications, training, and real-world experience in implementing the software for other clients. Ask them what other alternatives they’d recommend.
• Ask for case studies and references: Make sure you see real-world examples of their successful implementations for other clients. Request references from those clients and reach out to them to get honest feedback on their experience working with the agency.
• Evaluate an agency’s overall approach: Are they taking the time to understand your business goals and requirements? Are they providing thoughtful recommendations based on your unique needs, or simply pushing the software they are a “partner” of?
• Consider multiple options: Don’t rely solely on one software partner. Explore multiple agencies and software options (partners or not) to ensure you’re making an informed decision that aligns with your business goals and needs.
• Have an exit strategy: Don’t put all your eggs in one basket. If an agency or software platform changes their offerings or rates, how difficult is it for you to change to a new platform or agency? Know how to get out before you get in.

Don’t be swayed by these seemingly prodigious “partner programs.” Do your homework, and assess expertise, approach, and alignment before entrusting anyone to help implement software solutions for your organization. Ask tough questions, look for past results, and don’t be fooled by accolades and artificial status that are meaningless for you.

Find an agency who will act in your best interest.

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