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America—now one of the strongest countries in the world, took a winding path of growth, downfall, and innovation before becoming one of the world’s powerhouses. Although strong, we can all admit that not everything in American history has the shine of perfection upon it. The same pattern of growth and decline that was experienced by Americans throughout the years,  can be expected to take hold of any sector of your business, including the channel.

The purpose of recording history is so that we may learn from it. Here are eight key factors your channel can learn from American History:

1. Keep Track

It’s important to keep track of what has been successful or detrimental to your overall plan. While efforts may seem like a good idea at the moment, it’s important to sift through your history and justify your decisions based on analytics, not feelings.

For example, if your partners have expressed that they want to host an event to help market your brand, but numerous past events have been recorded with low return on investment (ROI), you may consider using a different medium to reach your audience.

Just remember, as you execute any plan, record the results for future use. Keeping a record protects you from repeating the same mistakes in the future.

2. Join or Die

As the political cartoon by Benjamin Franklin said “Join or Die”, your internal departments and partner sales reps should do the same. If you lack alignment between your partners, internal sales reps, product team, and marketing, your company will surely fail. From the first touch your prospects need to know exactly what product they are being marketed or sold. If your partners are marketing a race car but you actually sell bikes, the sales process can get convoluted, confusing, and leads can be lost because of frustration with the messaging. It’s better to be up front about what your product actually can achieve rather than muddy the marketing waters with misalignment and mixed messaging.

3. Claim Your Land

Whether you’re talking about civilization or sales, it’s a race to claim land. When partner reps are able to register and track their own deals, they will gain a feeling of ownership. Reps become more invested in a customer’s outcome when they are able to see what happens, no matter where they are in the funnel.


4. Freedom

Partners need the freedom to sell with a strategy they are comfortable with. Limiting your partner’s sales process and strategy can hurt their chances of closing a deal. When partners are more comfortable, they will sell more confidently.

Set partners up for success by giving them the right tools, resources, and education to allow them to be successful. Then, set them free to represent your brand.

  • If you are uncomfortable with the thought of setting partners free to represent your brand, you’ll need to reevaluate your partnership. You should join a partnership because you believe that the additional brand representative or brand connection will help your brand, not hurt it.


5. Keep Striving For Greatness

If things are not going as planned in your channel partner program, change them. Greatness wasn’t achieved overnight and to perfect a plan it take a lot of due diligence, testing, and most importantly, flexibility of strategy based on test results. The same old thing does work for everyone in every industry so don’t be afraid to take risks and differentiate your partner program.

6. Opportunity is Out There

The best thing about having a phenomenal partner program is that it attract high volume of valuable partners. By having a variety of partners, you are opening your company up to all kinds of opportunity. Your partners are able to easily reach companies and target audience that would be too difficult or too costly to obtain on your own. With the help of a few common connections, you can achieve any dream.


7. Documentation

In any strong, long-lasting society, there are pieces of documentation that define laws. These laws are there for a reason, to keep everyone safe and protect the rights of all affected parties. Documentation needs to be established in the beginning of a partnership to make sure you and your partners are abiding by the expectations. Having defined guidelines allows partners to know what they need to accomplish, how to cross sell a product, what brand guidelines to follow, as well as what is okay vs. not okay to promote. To make everyone’s experience easier and more enjoyable, it is a benefit to both you and your partners to set up the documentation up front and avoid making too many drastic changes to program.

8. Adapt

With every decade that passes, societies have learned to adapt. When changes occur, new innovations and tools are created to fill a need. Allow your partners to communicate with you when processes aren’t working so you and your partner can work together to establish a new process, new system, or tool to make the customer journey smoother. The most useful products are created because of a pain point that has not been addressed. Be flexible—by addressing a pain point with a product solution, you might just be the next Thomas Edison.

If your dream is to grow your partner program, go for it! The American dream isn’t just for Americans—it’s for anyone who’s bold enough to go after it. When it comes to your partner program, there are a lot of things that can be learned when you communicate with your partners and grow together as a society. If you want your partner program to become a bigger, better piece of your lead generation tool or sales funnel, it’s time to listen to what partners need and apply those needs to your partner program. If you’re looking for more ideas on how to elevate your partner program, download the ebook 19 Ways to Elevate Your Partner Program.

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If you’re unhappy with the relationship you have with a payer, you don’t have to stay in-network. Out-of-network providers thrive, too!

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A smooth, transparent revenue cycle management (RCM) process begets happy, healthy patients. Use these RCM tips and tricks to instill loyalty in your patients.

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By: C’pher Gresham, Chief Strategy and Operations Officer, and John B Johnson, Seattle Community Organizer

Talent is equally distributed, but opportunity is not. At SEED SPOT, we believe in breaking down barriers to help entrepreneurs from all backgrounds in all communities achieve their dreams of creating a better world. This is why SEED SPOT is partnering with the Seattle community to empower entrepreneurs in greater Seattle ecosystem with our 2-Day Launch Camp program!

Bringing the entrepreneurship community together takes a team of organizers and partners. Our two Community Organizers are John B Johnson and Lisa Jensen. Collectively, they have an abundant mindset that believes in fostering a safe space for entrepreneurs to launch and grow their ventures. John is the Identity Architect at a small studio, an independent creative studio helping clients better serve their communities, and the organizer behind 1 Million Cups in Seattle. Lisa is the Vice President, Executive Search at Strategic Resourcesa full-service, international executive search firm specializing in senior-level executive search and Board of Director placements. 


In addition to great individual organizers supporting entrepreneurs, there is a whole fleet of partner organizations and community connectors including a small studio, Seattle Strong Coffee, Voyagers Table, and WeWork Labs. There are also an ever-growing list of organizations that are helping spread the word about the Launch Camp including, Gather Seattle, Young Professionals of Seattle, 1 Million Cups Seattle, The, Evergrey, Rise Seattle Podcast, and Future For Us. 

We caught up with John B Johnson on why he is passionate about bringing SEED SPOT’s 2-Day Launch Camp to Seattle and how he is empowering the Seattle impact-driven entrepreneurial ecosystem.  

C’pher Gresham (CG): What inspires you most about the Seattle ecosystem?

John B Johnson (JBJ): Seattle has a rich history of successful entrepreneurship. When I moved here, I could not help but realize how abundant the resources were here. However, very quickly I realized that those resources were not very accessible to newcomers and early stage entrepreneurs. I like to think about the Seattle ecosystem as a dense forest with a beautiful tree canopy covering it. The big corporations, I don’t think I have to list them, have created this beautiful canopy over the forest floor. Newcomers and early stage entrepreneurs are the seeds on the forest floor. They need light, resources, and protection as they begin to grow their ideas. I believe this is unique to Seattle and I’m excited to solve this problem. 

CG: Why did you partner with SEED SPOT to host a 2-Day Launch Camp? 

JBJ: As a SEED SPOT alum, I saw the need for a collaborative, inclusive, and impact-driven community in Seattle. A few years ago I moved from Phoenix to Seattle to further grow professionally and loved meeting the entrepreneurs locally. In my conversations, I realized that many were looking for a way to connect with one another, so I worked with Kauffman Foundation’s initiative 1 Million Cups to provide a venue for networking and support for entrepreneurs. As I became further embedded in the community, I kept hearing for individuals that they wanted a safe place to start and grow their ideas that have a social benefit. It just made sense to work with SEED SPOT and bring the Launch Camp here! 

CG: What do you know entrepreneurs will gain out of the Launch Camp Experience?

JBJ: Entrepreneurship is a team sport. You need a community to support you and help propel you forward. The 2-Day Launch Camp will help you find a community in Seattle and also gain the fundamental knowledge on how to find your earliest adopters (customers) and how to grow your set yourself up for long-term entrepreneurial success. 

CG: How do you see SEED SPOT supporting the community long-term? 

JBJ: I see SEED SPOT being an integral player within the entrepreneurial ecosystem in Seattle. There is a robust community, but SEED SPOT offers a distinct program that helps build the pipeline of diverse, impact entrepreneurs for later stage programs locally and nationally. I hope to collaborate with the ecosystem and organize SEED SPOT’s Monthly Meetup and 8-Week Impact Accelerator. 


SEED SPOT is excited for the 2-Day Launch Camp in Seattle and loves the community of supporters rallying around idea and early-stage entrepreneurs. If you know of an entrepreneur or solo-preneur that is looking to grow their venture and their community, send them our way.  

Register for Seattle 2-Day Launch Camp

Related articles from SEED SPOT:

>>”11 SEED SPOT Summer Interns Support Interns, Manage Data Visualization and More!

>>”SEED SPOT’s Alumni Reflect on Global Entrepreneur Summit (#GES2019) in the Netherlands

>>”How SEED SPOT’s Donor Relations & Development Manager Finds Synergy Between Nonprofits and Donors

The post Building A Pipeline of Diverse, Impact-Driven Entrepreneurs in Seattle appeared first on SEED SPOT.