There are four common roadblocks that partnerships hit within the first year that are often fatal. If you want to have a successful partnership (one that drives revenue for both firms), you must avoid these four pitfalls…

1. Lack of a Clear Partner Strategy

There are various reasons companies form Partnerships, so the strategies also vary. You may partner with ISVs that consume your cloud or maybe your microchips are embedded in the computers your partner sells. Whatever the Partnership entails, the strategy should be clearly defined from the outset

Aligning your Partner strategy makes it easy for each Partner to track goals and measure against key KPI’s. Each Partner should be able to keep a pulse on the partnership and be agile enough to make changes should something get off track.

A critical aspect of Partner strategy is setting your Partner up for success. For example, if you give your Partner a price advantage on microchips, they can sell more units at a lower cost. This is beneficial to both of you. When the channel makes money, you make money.

2. Poor Communication

Alliance managers on both sides need to communicate often. This seems obvious, but lack of communication kills many partnerships. It is the partner manager’s job to make sure all operations are running smoothly. This includes making sure both sides are meeting expectations and goals. If channel conflict arises, Alliance Managers should act swiftly to resolve it.

Partnerships can become convoluted, so clear communication and transparency mitigates these issues. Many companies are partners in one area of the business and competitors in another. This can make for conflicting interests. However, if both managers understand this and communicate their expectations, the partnership is much more likely to be successful.

It is also important to have communication between field teams. This is especially important in co-sell partnerships. Field teams need to work together and help each other in sales motions. Email is too slow of a process. Having a direct chat tool, for example, is much more efficient and practical. 

3. Lack of Trust

This is one of the least talked about issues within Partnerships, but one of the most critical. Some of the best partnerships are between senior leaders who have a previously established bond or have previously worked together, as the trust between them is already established.

Unfortunately, this isn’t always the case. When the Partnership is truly starting from scratch, Partners have to work extra hard at building a foundation of trust.

In most deals, a company is usually apprehensive of sharing too much data. It’s hard to know if your Partner is going to do the right thing and not steal customers or revenue. Everyone wants to know that their Partner will behave in a fair and equitable way, but this takes time. Through consistent communication and transparency, you can begin to build trust.

4. Fear of Over-Sharing Data

This fear is directly related to a lack of trust. In a new partnership where nobody knows anyone, partners are usually slow to share data. Even in established partnerships, this can be an issue. Insight into overlapping customers and prospects and the ownership of accounts is key to any partnership.

Data sharing can get complicated because of the different types of partnerships. Some partners are frenemies and don’t want to give away too much information. Another common issue is the culture at your company may not promote data sharing. We know of employees who want to share account information but are afraid of being reprimanded by their manager. So, some alliance managers find themselves in a catch 22. You know you need to share data, but there’s too much fear over what happens if you do. The way to mitigate this conundrum is trust.

All four roadblocks mentioned above can prove catastrophic to the success of a Partnership. Trust building, clear communication, and transparency are needed to overcome these roadblocks and assure a successful and fruitful Partnership. 

To learn more about how we help Partners overcome these roadblocks, book a demo here

PartnerTap Ecosystem Sales Platform

Secure partner platform helps channel and sales teams drive more revenue from each partnership

Account Mapping

Instantly map millions of accounts to identify your mutual overlap with each partner

Sharing Controls

Control what data you share on a partner-by-partner basis

Channel Pipeline

Empower channel teams with the data and reports they need to identify new sales opportunities


The real-time data and tools sellers need to sell more with ISV, reseller, and marketplace partners

Ecosystem Analytics

Track all the sales opportunities sourced and accelerated with partners

CRM Integration

PartnerTap is pre-integrated with all the popular CRM applications

Industry Overview

Every B2B products and services company works with partners. PartnerTap helps you grow revenue with your partners.

Financial Services

Extend your reach as a trusted adviser and win more clients


Grow insurance sales with partners


Sell more software with partner insights


Expand your distribution with smarter partnering

Private Equity

Build an acquisition revenue machine


Accelerate co-selling with agents, brokers and sales reps

HR Tech

Co-sell with the leading HR technology sales teams

Professional Services

Extend your sales reach with partners


Win more corporate travel business with partners

Company Overview

We built PartnerTap to help companies drive more revenue with partners. Learn about our story and background.


Learn about our executives and company leaders helping customers drive more revenue


Learn more about our technology and consulting partners


Read our latest blog post or browse the archives for partnering best practices

Contact Info

Need to speak with someone at Partnertap or reach support?


Explore our different editions and options for your teams


Submit a ticket, browse our FAQs, or chat with a support rep


View a list of career paths with PartnerTap