Ask the Partnership Experts: Step 4: Build an objectively valuable integration


There's a renaissance going on, and it's called Partnerships. The value partnerships bring to long-term growth and sales can be measured in increased brand awareness and ultimately in increased sales for virtually any company of any size in any industry. 

But we're not talking about quick acquisition scheming with little to no customer retention. This is the good kind of awareness and growth. Warm introductions from people who trust you, your brand, and your product, and that you trust just as much. 

That is why we created the partnership series. 


If you missed the first three steps, check them out here.

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Step 4. Build an objectively valuable integration.

If you can’t/shouldn’t build an integration, find an objectively valuable alternative offering that you can tell a story around. Normally, it is pretty difficult to find a shared story for a technology partnership without an integration.

  • This is arguably the most important step – all of the next steps are based on delivering really meaningful shared value to your shared customers and prospects.
  • “A key question for two companies considering a technology partnership is ‘how would this partnership improve a shared customer’s experience compared to what our two companies can do already on our own? How does 1 + 1 = 3 for customers?”  There may be lots of other reasons to partner with a company, but having a shared understanding of the answer to these questions makes a partnership more likely to succeed.” Rich Gardner, VP of Global Partnerships at Klaviyo






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Corinne Boonstra, Strategic Alliances Manager at Bolt 

A technology partnership integration is like a published novel - a proof of concept. Without one, you just have a bunch of drafts and ideas that haven’t completely taken shape. They may hold some level of merit, but there’s no physical representation as to why you’re partnering with a specific company. The key to unlocking an integration that’s going to add value is to understand the disconnect between the two products you’re working with. The opportunity for integration lies in that space - what the two of you can’t do on your own, you can combat by creating a solution that fills that gap. Taking time to figure out the “why” behind your partnership relationship will guide your approach to building an integration.





Tim Peckover, Senior Manager, Marketing & Community at

As a B2B eCommerce SaaS company, we have to think about integrations with more than one avenue of impact in mind. Whether or not we build an integration will impact our partners and our collective user bases, unquestionably. However, the impact that an integration can have on our users' end customers is equally important. That all-in value we're evaluating can be orders of magnitude larger than even the direct value to our joint customer bases.  Is this providing exceptional value for the many or the few? Is this the most valuable path forward for all parties involved, right down to the shoppers? We need to make sure we balance value, reach, and scalability to keep an integration strong for the long term. 





Jake Wallace, Technology Partnership Leader

​​I think the key to a successful business case for any new technology partnership is the customer experience. Find a common use case and understand how mutual customers are solving this today. Once you have a better understanding of that use case and their approach, understand how that user experience can be improved. Interview those customers and gather feedback. If your customer facing teams use a sales intelligence tool, gain access to that and establish current integration partners and future integration partners as keywords. When those keywords are mentioned on calls, you'll be notified and you'll be able to catalog each mention to support your business case!




Jack Wrigley, VP of Partnerships at Webbula

Integrations by design are intended to streamline or make using complimentary services very easy. While this holds true, it's also important to understand the impact or "stickiness" a particular integration creates.

In today's market, competition is everywhere. It's important to consider adding integrations that contribute to a customer's overall experience in being useful, providing superior results and increasing their efficiency in using your platform. 

Integrations you add should be cross promoted by each platform. Customers have already made a deacon to use your platform. Therefore, they will appreciate any recommendation you make to utilize a specific integration as trust has already been established.



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This series was created to bring our latest blog series focused on Partnerships, providing a platform for many voices, from PartnerPage, Ometria, Constant Contact, Asana and more, to provide insight into the value partnerships bring to the business.

In the months to come, look for more voices and more thought around the power of partnerships and why businesses should embrace them as our friends and partners cover the topics from the recent article written by the COO of Partnerpage, Stewart Wesley, "How to build a technology partnership". We can't wait to see the value this series will bring to you and your peers.

We welcome any technology partnership expert to fill out the form at the end of the blog post to provide their expertise on how to build a successful technology partnership. 


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