Defining Partnership Success From The Technology Vendor’s Perspective
We were once again joined by Jon Rodgers, who manages the Agency Partnerships team at BigCommerce, the Enterprise e-commerce platform behind consumer favourite brands Ted Baker, Skullcandy, and Black Diamond.
If you missed Jon’s session in May 2024, here’s your chance to catch up. Don’t forget to download your free copy of Agency Partnerships Book.
Building successful partnerships is not just a strategy; it’s an art. For technology vendors like BigCommerce, partnerships with agencies are at the heart of driving shared goals, mutual growth, and, ultimately, merchant success. But what does it take to cultivate these partnerships effectively?
“Drawing on years of experience as both a Channel Account Manager at BigCommerce and a Director of Partnerships within an agency, I’ve seen first-hand what works—and what doesn’t. From aligning ideal client profiles to fostering collaboration, the secret lies in clear strategy, open dialogue, and an unwavering commitment to shared success. ”
This post is designed for marketing and digital agency founders, CEOs, and CMOs who are keen to understand how successful partnerships are built and sustained from a technology vendor’s perspective.
The Role of Alignment in Building the Foundation for Success
At the start of any partnership, alignment is key. Are we targeting the same type of clients? What challenges are you seeing in the market, and how do they compare with our observations? These early discussions are critical for laying the foundation.
The first thing to establish is whether your Ideal Customer Profile (ICP) aligns with ours. At BigCommerce, we work collaboratively with agencies to understand where the overlaps are and how we can refine our shared go-to-market strategy to maximise impact.
For instance, while working with a Toronto-based agency interested in BigCommerce's platform, they emphasised their expertise in B2B services. We identified a gap in their technical offerings that we could help address. Their eagerness to collaborate, learn, and address these gaps enabled us to co-design solutions tailored to mutual needs, resulting in their first B2B edition client within three months and steady growth thereafter.
This kind of alignment is not just about taking the initial steps together. It’s about creating a shared vision and actively working toward it.
Collaboration Is the Secret to Strong Partnerships
A great partnership thrives on collaboration. To succeed, alignment must move beyond planning stages into actionable steps.
At BigCommerce, we leverage our resources to enable collaboration through three core teams:
Global Sales Enablement Team: Helps agencies sell effectively by addressing objection handling, profiling ideal customers, and refining pitching strategies.
Solutions Engineering Team: Supports agencies with technical training and development to empower seamless project execution.
Partner Marketing Team: Works directly on joint go-to-market initiatives to drive revenue and brand visibility for both parties.
But here’s the catch—collaboration is only successful when it’s mutual. It’s a two-way street. Our partners need to demonstrate the willpower to actively engage with our team, while we equip them to succeed with tailored resources.
For example, our co-selling approach produces a significant difference in close rates. When we co-sell with a partner, we achieve a 52% close rate. Without this collaboration, the rate drops to 26%. This underscores the power of combining our expertise with an agency’s unique understanding of its merchants.
Shifting From Selling to Advising
One pivotal insight I’ve gained is that agencies benefit most when we act not as a vendor, but as a consultative partner.
Early in my career, I made the mistake of positioning our platform as a “finished product” that needed to be sold directly to merchants. Agencies often lacked the confidence to engage merchants without thoroughly understanding the platform's benefits. This revealed a need for collaboration not just to sell, but to educate and build expertise at every level of the agency team.
Now, BigCommerce positions itself as an industry advisor. We work closely with agencies to offer an unbiased platform comparison, helping them make informed recommendations to their clients, even if the projects don’t directly involve BigCommerce. This approach elevates trust and strengthens our long-term relationship with both the agency and its clients.
Example Case Study:
An agency looking for an app-based solution collaboratively developed a custom connector with BigCommerce within six months. By sharing expertise and actively engaging their development and sales teams, we not only met their needs but also attracted new merchants, driving revenue on both sides.
Listening to Evolve Together
A successful partnership is a dynamic one. As needs evolve, so do the solutions we offer. This is why frequent feedback loops are so important. We rely on partner beta programs and market insights to innovate continuously.
Take the evolution of B2B tools within BigCommerce as an example. Initial tools couldn’t fully meet the demands of the market. However, partner agencies identified the gaps and developed apps that became indispensable. One such app was ultimately acquired by BigCommerce and integrated as part of our B2B Additions offering.
This kind of collaborative innovation has become a hallmark of what makes our partnerships thrive. We don’t just look for quick wins; we look for long-term opportunities to grow together.
“To embody the role of a consultant effectively, it’s crucial to conduct a thorough apples-to-apples comparison with BigCommerce. This approach ensures you have all the necessary information at your fingertips. Shifting from a sales-oriented stance to that of an advisor has been pivotal for me.”
Building Partnerships Is a Team Effort
Every partnership involves a series of roles and players. From account managers driving co-selling strategies to engineers supporting technical implementation, the key is recognising that everyone plays a part in the collective success.
Personally, I see my role as that of the offensive line in football—blocking, tackling, and ensuring every player has what they need to shine. Success doesn’t come from any single individual but from how well we, as a team, empower each other to serve mutual goals.
For those unfamiliar with BigCommerce, consider this an open invitation to connect with us. Whether you’re already in the partner program or simply want to explore what we offer, we're committed to helping you deliver exceptional results for your merchants.
Achieving Long-term Partnership Success
Partnership success isn’t defined by a one-off win. It’s the culmination of shared knowledge, active collaboration, and ongoing evolution that allows both parties to problem solve, innovate, and grow sustainably.
To summarise:
Ensure alignment on shared Ideal Customer Profiles.
Build a collaborative framework leveraging resources from both sides.
Shift from selling to consulting, empowering agencies with tailored strategies.
Actively listen and adapt based on feedback to seize new opportunities.
At the core of every successful partnership lies a mutual commitment to creating value, not just for each other, but for merchants.
