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Hi Bertie (and Adil)

It was great to speak a couple of weeks back, and as I had to produce something similar to this for another potential client I thought I’d tweak and send to you to help frame a future discussion. This page outlines a bit more about how I work, my methodology and how I see it applying to CommVersion.

Of course this is only based on a brief meeting and so everything can be completely tailored to what you would need.

At the bottom of the page is a bit more generic info / testimonials.

Looking forward to speaking soon.

-Dave

(and please excuse the weird hand gesture on the thumbnail!)

The Potential Scope

In case video isn’t your thing I just want to reiterate what I said on the call that I think developing your partner channel will be a great way to continue to scale, in a process driven way that can be repeated in a systematised and efficient manner - whilst still keeping the personal touch that makes partnerships solid. The fact there’s partners ready to be leveraged makes it even more appealing, so - needless to say - it'd be wonderful to work with you and the team.

I’ve focussed on the strategic partnership aspect of what I do, as that was where our discussions were focussed, but as discussed I do help with client referral strategy and upskilling the wider members of the team to build a culture of referrals as well, and so I’ve included some info on that ‘below the fold’.

Strategic Partnerships

Working with organisations and individuals who have a match in values with vested interest in, and the capability to, refer your ideal clients, at the ideal time to buy, on a consistent basis. We’ll leverage the partnerships you already have in place, and whilst doing so set the foundations to scale your partnership channel in a targeted way with organisations who match the ideal partner profile we design.

Everything will be process driven, adding real value to the business as you develop a demonstratable new business channel.

The strategy will be based around my DANCE framework which I’ll detail below to show you what I’d cover. In the consultancy model I’d run through this in order - but with the Fractional position you expressed an interest in it’s about multiple sections being worked on simultaneously to generate new revenue as quickly as possible.

The DANCE Framework

My methodology for strategic referral partnerships consists of 5 different routines, each with their own steps. It’s been honed over many years of practical, on the floor, experience. Based on some big success, but then also mistakes either made or, more often than not, having been on the other end of when we were the party responsible for providing leads.

There’s 3 main things to think about here and it sets up everything else that we work on:
Why are you partnering? We need to be crystal clear on the outcome you’re looking to achieve. If that’s lead generation how highly qualified do you need the leads to be, and at what volume?
We need to know what a successful partner program looks like for you so we can help you achieve it.
Who’s your ideal client? Again, we need to be as specific as possible, if we don’t know who your ideal (or chosen target) client is, how can we uncover who the perfect partner is?
Who are your Perfect Partners? It’s not about saying we won’t work with anyone else, but about really identifying where we focus our proactive efforts. Where they’ll pass the right quality of lead, at the right volume, and at the right time. It’s much more than just having the right audience for you; it’s about the nature of their relationship, how they communicate, their values, and so much more.
We’ll not only uncover who they are, but also your unique Partner Value Proposition which allows you to engage with potential partners quickly and effortlessly.
For a partnership programme to flourish, and then scale, you need to ensure you have the behind the scenes set up in order. From internal systems, software and personnel, to the structure of your agreements - covering things like how we reward your partners.

We’ll make sure no stone is left unturned so you can be sure of delivering a consistent level of service to your partners.
The simple things really do matter, get this wrong and your partners will immediately lose trust, get it right and you’ll have partners for life.
You may not be ready to have everything in place on day one, but we’ll ensure there’s a road map to best in class that will serve you well along the way.
Your partners could become as important to the future of your business as your most key clients, so we need to make sure you treat them as such.
Communication is key and we’ll look at the various channels each partner type will need to ensure a rock solid relationship is formed that only builds over time.
From setting expectations at outset, and a seamless onboarding process; to reviews and regular updates that keep you front of mind, and the partnership moving in the right direction.
It’s about getting the right mix of automation and personal contact. Functional messages and value add communications. Formal reviews or forming relationships.
We’ll ensure your partners are left feeling loved, valued, and informed; so that when they’re approached by other potential partners there’s not even a thought in their mind about working with anyone but you.
A successful partnership doesn’t just happen. You need to help your partners connect their audience to you. Do the heavy lifting, make it easy for them, and you’ll reap the rewards.
Don’t, and you may well find your partnership experience an underwhelming one.
Depending on the partner and how they engage with their audience you’ll need to provide the right level of support.
Is this internal marketing support?
Partner facing materials where you share the benefit of your experience to enhance the ability of the partner and their team to refer you.
Or
Is it external, customer facing support?
All the materials and activities your partners may need to connect you with their audience through successful co-marketing campaigns.
From static materials like sales emails, to more immersive experiences like events.
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We’ll look at all this and more, including how you can really integrate your offering into your partners processes so the lead generation process happens seamlessly and repeatedly.
With confidence in both the existing offering, and the road map to an even stronger partner programme, it’s time to build your partner acquisition strategy.
Using the partner value propositions we identified during the Discovery stage we’ll cover how to get your first partners on board, how to then leverage them and your network to grow your partner base, before looking at advanced strategies to really scale your programme when the time is right.
Within this we’ll look at the supporting materials and messaging required - but by this point it’s all systems go.
Our simple 3 step process will provide you with all the partner leads you need to grow your programme and your business.

How Can It Be Delivered?

Fractional Partnership Role

A hands on role where all the structure and framework is delivered, but in a more free flowing model of workshops, meetings and support with the relevant members of the team. I’ll still need input, particularly when it comes to the discovery stage and mapping out future partner targets, but there’ll be much less time requirement on you and your senior team. Any sessions with the team are a mix of coaching and consultancy, and during the sessions we’ll set out a roadmap of the actions to be undertaken - both immediate and in the future as things scale. I’ll lead the project internally and play an active role in the design and implementation of both the internal systems and external comms.

As we go through a full framework document is built (by me) which is updated and shared as we progress and allows you to repeat the work I undertake yourselves in the future for any new channels if you wish

I can also (and would encourage that I do) play an active role in speaking with new and existing partners to make the most of these opportunities, whilst supporting the development of internal members of the team to step into the role.

I’m essentially part of your team for the time we’re together.

Outcomes

Like any marketing activity, I can’t guarantee end results, but we will absolutely set targets, and I always aim to exceed what success looks like for you. You can see from the range of happy clients this is something we deliver on - and I have a lot of experience working within the agency space.

What I can promise is that you’ll be left with all the tools, frameworks, and skills needed to make the most of a partnership channel ongoing - which will shortcut a whole lot of learning, and the missed opportunity that comes with that.

Whilst I normally position introductions to potential partners to be a bonus of working with me rather than a reason to, the fact I’m so active in the agency space, with a number of the agency communities my own partners, means I’m confident I’ll be able to facilitate new partner introductions as part of my role.

Most people we work with begin to see the consistent positive results of their partnership efforts within 3 months, but early wins can come sooner where existing relationships are leveraged in a more effective way - it will depend on how quickly your partners are able to act.

The aim is for the return on your investment of time and money to be repaid as quickly as possible, leaving you to reap the rewards, which only compound as you scale, for many years to come.

Costs

For the Fractional Partnership role it’s £3000(+VAT) per month, with a 6 month initial engagement.

I’m more than confident of delivering significant ROI on that total or else I wouldn’t be sending this - I genuinely don’t work with people where I think that a) I won’t enjoy it or b) they wont get significant value.

What’s one great client worth to you? How about a partner that delivers multiple of those year after year? And what about multiple partners?

Next Steps…

It would be great to continue the conversation how I could best support you in taking advantage of the opportunity the lies ahead. You can let me a know a good time for this by dropping a message to dave@collaborationjunkie.com or call on 07904 330628.

There’s also more information below which includes client testimonials, a bit more about my background, and some info on the referral work

Testimonials

Steve Vale - Commercial Director Of Plann3d Solutions

When I first started working with Dave at the start of the year, my immediate goal was to not have a dip in work during the summer months.
8 weeks later with £100k of new work in, that I put wholly down to the mindset shifts and practical applications Dave has introduced, and my goals shifted.
I’ve not had to do anything drastically different to what I was doing before, just make subtle shifts in my behaviour and language to be more intentional about referrals with my clients and network in general.
As I’ve built momentum with the conversations I’ve been having, the connections and results have just snowballed.
And the work brought on has typically been with the clients that I want to be working with ongoing.
I can already see how this is going to bring the consistency our business needs in order to scale, and I’m now looking at how partnerships and referrals can help me attract more of those ideal clients rather than just filling my pipeline.
Rod Bailey - Chief Visionary Officer at ExecutiveSurf

If I had a dollar for every time someone said to me one of these; "Why bother investing in a consultant to help you bring in high quality new business through partnerships and referrals?" or "That's so obvious isn't it?" or "Don't you do that already?" or "Is that even a thing?", then... well I wouldn't actually still need to be in business...
Thanks Dave Plunkett and the folks at Collaboration Junkies. In just a few months, you've opened our eyes to a whole new world of opportunity, plenty of exciting prospects and some fully signed up new clients. I think you're on to something.
ExecutiveSurf - hooked on Collaboration junkies
ps. the answers to those questions: 1. Because there's a big ROI, 2. Yes but when did 'obvious' get a free pass into marketing strategy? 3. A bit, but blindly, making it pretty unproductive, 4. Yes, but don't tell anyone about it.
Tom Hadley - Founder of Sufu Marketing

Dave Plunkett is one of the most valuable businesspeople I’ve met in the last few years. He has deep specialist knowledge, a fantastic network and, most importantly, a deep empathy with people and a passion for helping them succeed.
Undertaking the Kick-Ass Collaboration Programme from Collaboration Junkie has achieved three things for Sufu that, even as an experienced founder who is a decade into my journey, I was struggling to achieve alone.
1. Targeting - I was able to see past some deeply embedded misconceptions about who my most valuable partners were, why, and how to redirect my focus. We all have blindspots, Dave removed mine.
2. Process & Systems – Dave has the “how” of partnerships down. You don’t need to worry that partnerships mean creating a lot of documentation, Dave has done the vast majority of the work for you, you can just tweak them to your needs.
3. Getting to work – The last value working with Dave has given me is simply the ability to make me move the dial for myself! He is as adept at working with people who are unsure and need nurturing, as he is with people who are confident and need challenging. He gets you to get it done!
I’ve already started to achieve tangible outcomes from my work with Dave in terms of securing valuable mentoring roles, getting content co-creation opportunities with valuable partners and improving my commercial outcomes through better pricing and negotiation.
Collaboration Junkie is a difference-making partner for B2B businesses who want to grow.

To see our full range of case studies and testimonials click here

Over the course of his career, Dave has developed hundreds, if not thousands, of partnerships. From growing his own membership organisation to 2000 members almost entirely through referrals and strategic partnerships, to providing access to the SME market for global brands such as Regus & Volvo, reaching nearly 1 million business owners along the way.
Dave's previous business was a customer engagement agency that helped connect business services providers to their target market by working with organisations that already had a community of their audience. Facilitating all the marketing support to make sure the right quality of leads were provided at the right time, in a way that added value to all concerned. Whether it be with big brands or new start ups, tailored introductions or prospects at scale (we delivered over 10,000 digital marketing leads to Yell over a 2 year period) we offer experience of lead generation partnerships from both sides of the coin.
And not all that experience has been positive. We learned as much from the mistakes made or witnessed as the successes. We've learned the hard way so you don't have to.
In 2020 (pre COVID) Collaboration Junkie was born. Helping ambitious business owners leverage their credibility to get high quality leads, on a consistent basis, from trusted 3rd parties - making Lead Generation an enjoyable process!
Over the last 4.1/2 years we've worked directly with nearly 100 business owners and their teams, the majority being in the agency space. Our sweet spot is successful brands looking for their next stage of growth - leveraging their brilliant reputation within their chosen sector to build exciting partnerships, and a culture of referrals within their teams, that means introductions from both partners and clients scales alongside the business.

Want to know a bit more about Dave as a person? Click here!

Referrals

This is all about helping your existing clients and wider audience to help you - because they do want to.

Key to this is building a culture of referrals within your team. Referrals is a customer success activity, not just a sales one.

This comes from tackling any people issues with blocks around requesting, receiving and responding to referrals, and then the systems and processes that help embed these behaviours so that it becomes second nature. It’s not about pushy sales tactics, but is about being more intentional. .

Here’s an overview of what would be covered:

Why

Understanding the blocks as to why referrals aren’t being requested or converted, and reframing the mindset so this is no longer an issue. Also recognising the various reasons why someone wants to refer in order to be able to better engage with them.

People refer you for what you do, not what you sell and we'll keep this in mind throughout our work together.
When

The key to getting referrals is to ask at the right time. We’ll look through the your customer journey, starting from their first contact, to pinpoint the ideal times that referrals could be requested and potentially highlight new opportunities to add value and create the ‘wow’ moments that facilitate referrals.
Yes there'll be process and systems to help support this - but it will ultimately still be based on human intuition, because making an introduction is a personal thing.
How

From the tone of voice and the words the team use to request introductions, to how these personal requests are supported in a digital format. Also what we’re asking for - is it immediate introductions, or are we training the fans of our brand to be ready when they next spot an opportunity? Is it for new companies, or a new contact within an existing client?
We’ll also look at how referral leads are handled, and how those who make referrals are communicated with and rewarded - the most important piece in getting repeat referrals.

How Can It Be Delivered?

Again this work can be done online or in person, but a mix of the two typically works best.

More often then not there’s a strategy session with leadership team, followed by workshops with the wider team, and then some ongoing support to really embed both the processes, but more importantly the behaviours - thats how you build a real culture of referrals where everyone takes an element of responsibility for the growth of the business.