5 Ways to Leverage Your Partner’s Influence and Trust
Discover real-world examples of how these companies are driving revenue growth by tapping into their partners' established credibility and networks.
We know some companies track partner sourced and others track partner influence. This article is not about which one is better (if you’re looking for that, here’s the right resource for you).
According to Jay McBain, Chief Analyst at Canalys, your prospect goes through 28 moments before they achieve a buying decision — and if you’re lucky, you own a maximum four of them.
The more touch points you can control or influence the better. The easiest way to achieve that is to lean on the trust your partners have already built with your buyer.
Read on to learn how companies like Netskope, Commercetools, LeanData, Skylark, and Spectrm leveraged partner influence to:
- Get those desired meetings,
- Prequalify leads,
- Recommend their tools,
- Close deals, and
- Enable the rest of the GTM team
How Netskope leveraged partner influence to get an intro
Kristen Kelly, Global Technology Alliances Director, and Keith McManigal, former Sales Director at Netskope, are using partner influence to secure meetings by building strong alliances that enable warm, trusted introductions.
Through Crossbeam, Netskope’s sales team identifies potential customers already working with Netskope’s partners, providing a direct path to engage these prospects.
Keith shared with us the following example:
“It accelerates the time to value, because the value is in the conversation. I could look at a prospect that was a partner’s customer and say ‘oh this is so-and-so’s account over there, that’s great, I know him, I’m gonna call him up. Once I had a rep in that scenario tell me ‘That was the best call I ever made. Not only did he tell me all about [the prospect], he’s making a personal phone call to get me a meeting.’ Perfect. The time to value in the field is so fast.”
This partner-driven introduction was instrumental in convincing the prospect to engage with Netskope, highlighting the power of partner relationships to quickly build trust and accelerate meaningful conversations.
Read more about Netskope’s influence play here.
How Commercetools prequalify leads thanks to their partners
Commercetools, under the leadership of Blaine Trainor, Global Vice President of Partnerships and Alliances, is leveraging partner influence to enhance lead quality through a strategic, prequalification-focused approach.
Blaine’s ELG strategy hinges on aligning with partners who have a deep understanding of the e-commerce technology landscape, including multiple platforms beyond Commercetools.
This is how their partners influence Commercetools prospects:
- The partner performs an informal comparison, educating prospects about how Commercetools stands out, which often leads to higher-quality leads who already understand the value of the solution.
- The partner evaluates the specific needs and goals of the prospect, comparing these with what commercetools offers, and determining if the solution is aligned.
- The partner often has established relationships and credibility with prospects — which enables them to influence prospects’ decisions, guiding them to Commercetools when it’s the right choice.
This broad expertise allows these partners to act as effective gatekeepers, helping to identify leads that are genuinely well-suited for Commercetools before passing them on.
Learn how Commercetools prequalifies leads with their partner’s help here.
How LeanData turned recommendations into success
Don Otvos, former VP of Business Development and Alliances at LeanData, shared how his team is strategically using partner recommendations to influence the sales process and increase deal closure rates.
Partner referrals and recommendations play a central role in LeanData’s sales success by making introductions that generate warm leads and move prospects closer to conversion.
Don observed that 85% to 90% of inbound leads come to LeanData because a partner casually mentioned the company to the prospect.
These partner mentions act as implicit endorsements, sparking interest that leads prospects to LeanData’s website or demo requests, effectively prequalifying leads based on the partner's trust and credibility.
By nurturing strong alliances, LeanData ensures that partners not only introduce the company but also endorse it as a solution. This trusted recommendation helps to convert leads into prospects.
Discover how LeanData leverages partner influence to sales here.
How Skylark closes deals thanks to agency influence
Sylark’s Managing Director, Justin Fyles, is leveraging agencies to influence deals by collaborating with those specializing in different markets.
These agencies help Skylark reach new customer segments and increase deal success through their expertise and strong client relationships.
For example, Accenture influences high-profile AI and tech clients, recommending Skylark as part of broader modernization strategies. Meanwhile, agencies like FX Digital UK bring Skylark’s video solutions to clients like GCN+ and Eurosport Player in the UK. This allows Skylark to expand its reach across diverse markets.
Skylark’s agency partners play a key role in educating prospects and helping close deals. These agencies act as trusted advocates for Skylark, drawing on their experience with similar clients to make informed recommendations.
They guide customers through the pre-sales process and ensure successful product implementation post-sale, which helps drive value for the customer.
Learn how Skylark leverages agencies to close deals faster here.
How Spectrm harnesses partner influence to empower the GTM team
Thomas Ränke, former VP of Partnerships and Business Development at Spectrm, leveraged partner influence to access the broader GTM teams by strategically building relationships with CSMs and AEs at his partner companies.
After collaborating on a successful account expansion, Thomas published a joint case study, which not only highlighted the success but also served as a powerful tool for educating other CSMs and AEs.
The case study was celebrated internally by the partner's leadership, and CSMs and AEs began proactively reaching out to Thomas for help with their own accounts.Through these interactions, Thomas was able to expand his network by asking the CSMs and AEs to introduce him to their counterparts in different markets and regions.
This created a "snowball effect" where positive experiences led to more referrals, allowing Thomas to work with CSMs and AEs across various verticals and regions, ultimately broadening his access to additional GTM teams.
By focusing on building trust and showcasing his value, Thomas tapped into his partners' internal networks, helping him grow his influence and access to new opportunities.
Learn how Spectrm is leveraging partner influence to empower GTM teams here.
Supercharge your GTM strategy
Partner influence is an ELG game-changer play when it comes to driving business growth.
From securing trusted introductions to prequalifying leads, closing deals faster, and expanding your GTM reach, leveraging your partners' expertise and networks can unlock opportunities that are otherwise hard to access.
Whether it’s using case studies, recommendations, or strategic relationships, the power of partnership is clear: your network is your secret weapon.
Start building connections and watch your business scale!
If you need any help actioning this or any other partner influence play, our team is here to help. Book an ELG Strategy call and we’ll guide you through it all.
