Partner Program Benchmarking

Partner program research leads to 40% increase in membership


Situation

A client's developer program was having difficulty growing its partner base and retaining existing partners. NewGrowth was commissioned to investigate competitors' developer programs and understand current partners' needs, including:

  • Program requirements
  • Partner promotion opportunities
  • Sales engagement programs
  • Marketing collateral and sales tools
  • Lead programs
  • Technical support offerings
  • Training and Certification
  • Software Developer Kits
  • Licenses for demonstration / development use

Solution

Based on meetings with client executives and a thorough understanding of the client's objectives, NewGrowth designed a qualitative research study to gather insights from the client's partner community via in-depth phone interviews. Additional research was conducted with competitors and their partners to gain fuller understanding of how competing developer programs were serving their members.


Results

NewGrowth's findings uncovered areas where the client's program lacked offerings relevant to its existing partners and that the program's marketing strategy was not connecting to prospective new members. Recommendations were given to improve the program's benefits and recruiting practices, resulting in executive support for needed changes. As a result of NewGrowth's work, the client saw a 40% increase in program membership in the following 12 months.