30 - Why Partner Enablement Fails: Jessie Shipman Shares Her Journey, Insights and Passion for Partnerships

In this episode, Sam and Jason Yarborough sit down with Jessie Shipman to discuss the importance of partner enablement in building successful partnerships. They explore Jessie's journey from being a teacher to entering the tech industry and finding her passion for partner enablement. They delve into the multifaceted nature of partnerships and the various skills and passions required to excel in the field. The conversation highlights the role of empathy in business relationships, and the art of asking important questions. Jessie emphasizes the importance of understanding partner's internal KPIs and the power of incentives in driving behavior change. The episode concludes with a discussion on the long-term impact of enablement in securing and maintaining successful partnerships.

Key Takeaways:

• Partner enablement is more than just training and certification; it is about creating an environment where partners can change their behavior.
• Finding the right relationships within an organization is crucial for successful partnerships. If the initial contact is not the right person, they can often point you in the right direction.
• Awareness is the first step in partner enablement. Partners need to know what you do and be able to articulate it simply when a customer needs it.
• Enablement is a long-term journey that requires ongoing effort and adaptation. It involves curating relationships, fostering trust, and continuously improving processes.
• Understanding partner's internal KPIs and aligning incentives with their goals is essential for driving behavior change and building successful partnerships.

Notable Quotes:

"Nobody learns when they don't feel safe." - Jessie Shipman

"Enablement is the environment in which partners can change their behavior." - Jessie Shipman

"Partner enablement is about creating substantive partnerships where each party fills a mutual gap." - Jessie Shipman

Chapters
0:00 Intro
00:29 Getting to Know Jessie Shipman
00:57 The Importance of Time Zones in Communication
01:54 Jessie's Passion for Partner Enablement
02:25 Transition from Education to Partnerships
03:58 The Journey into Tech and Partnerships
07:08 The Role of Passion in Selling
10:40 The Multifaceted Nature of Partnerships
13:32 The Challenge of Asking for Help
16:27 Finding the Right Relationships
27:00 Understanding Business Partnerships
27:19 The Importance of Empathy in Business Relationships
27:43 The Art of Asking Important Questions
28:23 The Long Term Relationship of Enablement
28:51 The Misconceptions of Enablement
29:20 The Reality of Partner Enablement
30:02 The Role of Enablement in Long Term Partnerships
30:35 The Importance of Substantive Partnerships
31:44 The Power of a Better Together Story
33:19 The Importance of Awareness in Partner Enablement
33:52 The Role of Sales Teams in Partner Enablement
34:48 The Importance of Behavior Change in Enablement
37:11 The Role of Incentives in Enablement
39:48 The Importance of Understanding Partner's Internal KPIs
43:33 The Importance of Understanding Unit Economics
56:18 The Role of Fluency in Uncovering Partner Referral Revenue