Uncovering the Power of Partner Operations: Strategies, Advocacy, and the State of Partner Tech

In this discussion, Lindsey Traub, Senior Director and Head of Partner Programs and Operations at Simpro Software, shares her insights on the evolving role of partner operations in SaaS ecosystems. Lindsey delves into her professional journey, highlighting her transition from account management to partnerships and operations roles at companies like Magento (later acquired by Adobe), Bolt, and Cart.com. She emphasizes the critical role partner operations play in building scalable programs and driving ROI.

Key Topics Covered:

• Advocating for Resources: Lindsey outlines strategies for effectively pitching for resources, including leveraging data-driven insights and demonstrating ROI. She emphasizes the importance of tying resource requests to measurable outcomes, such as improved partner satisfaction or faster time-to-market.
• The Role of Partner Operations: Lindsey explains why partner operations are pivotal from the start, describing the role as an "architect" responsible for creating processes, structures, and systems that enable scalable growth. She likens partner operations to ensuring a plane has wings and landing gear while the VP drives strategy.
• State of Partner Operations Tools: The podcast explores the shift from DIY solutions to sophisticated technologies in partner operations. Lindsey notes the increasing availability of tools like partner portals and account mapping platforms and highlights vendors’ openness to feedback for customization.
• Building Partner Programs: Lindsey shares her approach to building partner programs from scratch, emphasizing discovery processes such as assessing partner types, talking to cross-functional teams (e.g., sales, customer success, support), and analyzing past initiatives. She stresses the importance of actionable insights gained from trade shows and direct conversations with partners and customers.
• Demonstrating ROI: Lindsey discusses bridging the gap between building a program and showing ROI. She recommends focusing on quick wins—such as tracking metrics manually in early stages—and broadcasting successes widely across teams and executives to build momentum.
• Pitching for Integration Resources: The conversation touches on how to advocate for resources to build integrations. Lindsey suggests comparing internal engineering costs versus outsourcing costs while factoring in time-to-market benefits. She also highlights the importance of aligning integration investments with customer demand and potential revenue overlap.

Lindsey concludes by encouraging organizations to prioritize hiring partner operations professionals early in their partnership journey to establish a strong foundation for growth. For those interested in connecting with her or learning more about partner operations, she invites outreach via LinkedIn or at upcoming trade shows.

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