How to Become a Platform's Favorite Partner
Strategies to gain preferential treatment from major tech platforms.
1Platforms have hidden favorites
Even seemingly open platforms like Slack, Salesforce, and Shopify have preferred partners. These favorites receive better access to features, APIs, and platform teams. The selection isn't transparent but is influenced by how much value partners bring to the platform. Falling out of favor can happen quietly, especially if a partner begins competing with the platform.
2Business-generating partners win
Partners that bring significant deals to platforms become favorites. For example, bringing three major deals to a Top 25 tech company's platform can earn featured status. Most vendors can't deliver this level of business, but those who do gain preferential treatment. This includes better sales support and integration opportunities.
3Deal-closing partners get priority
Applications that help platforms win large deals become valued partners. When a partner's solution adds substantial value to certain customers, platform sales teams proactively include them in deals. This symbiotic relationship strengthens over time as the partner demonstrates consistent deal-closing capabilities.
4Customer satisfaction matters
Partners that significantly enhance customer experience become platform darlings. A select few apps on each platform make the core product feel more magical to users. These partners receive joint marketing opportunities and preferential promotion. Their solutions make the platform itself more valuable to end customers.
5Feature gap fillers gain influence
Partners addressing critical platform gaps develop strong alignment. While platforms evolve over time, solving immediate needs like missing features in Salesforce or Shopify creates dependency. These partners often maintain close relationships until the platform develops comparable capabilities internally.
6Dedicated relationship management
Founders often underestimate the need for full-time partnership managers. While CEOs excel at initiating relationships, maintaining them requires dedicated personnel. Opening offices near platform partners and hiring business development specialists significantly improves relationship quality and longevity.
7Strategic compliance pays off
Successful partners build requested features without argument and accept deal terms gracefully. When platforms bring startups into big deals, flexibility on pricing and conditions demonstrates partnership value. Small corporate investments can further strengthen these bonds, even if financially insignificant to the platform.
8Niche domination strategy
When a space seems locked by a top partner, becoming the leader in a subsegment works. Offering unique value that complements rather than competes with dominant partners creates opportunities. This approach has proven successful in platforms like Salesforce, where specialized partners thrive alongside giants.
Original article: SaaStr — How to Become a Platform's Favorite Partner