What are the key elements of a partner journey map and how do you use it to design partner experiences?

How will you know where you are going if you don't have the plan/map/directions to get you there? Do the work upfront, visualise the partner experience flow just like our counter-parts in direct would obsess over. Allbound and SuperGlue have some great content you can use as a foundation to build from.

In order for your internal teams, as well as your partner, to understand the journey a partner will embark on, and what's expected from each party at each stage, you need to have a proper partner journey map. I am currently re-mapping out our partner lifecycle journey, and one of the most important parts of this work is aligning with the hands-on partner managers. They know what works well, and at what times certain activities should happen. Another thing to keep in mind is to not only look at what you want from your partners at each stage, but also what the partner can expect from you at the same time.

This exercise is all about alignment. Spend some time listening and building this together and revisit it quarterly to ensure it still aligns with both companies' goals. To Michael Graham's point, "how will you know where you are going" if you don't have this. I would add: "How will you know if you are succeeding?"

Road map of your partner's life s crucial to be a proper advisor to him. Without trying to fill his shoes it will be hard to understand his needs. You need to SEE it (visual it), so that it is a first step to FEEL him and consiously start achieving his goals.

A partner journey map can be a game-changer for building trust and strong partnerships. By mapping the journey, you uncover key insights into your partners’ needs, expectations, and pain points. This helps you pinpoint moments where trust can be strengthened and real value delivered. Aligning your teams and processes to match the partner journey creates personalized, supportive experiences. It’s not just about closing deals—it’s about meeting partners where they are, tackling their challenges, and building long-term, meaningful relationships. With the right focus, a journey map empowers you to optimize resources, improve communication, and create truly impactful partnerships.

Really important is not to skip last stage: RENEWAL. We, as people, have tendency to leave things already achieved in the past - as it is currently new thing to achieve - but that is a huge mistake, as way much more energy is needed to achieve sth new, that to renew sth. Be aware, that everything you achieved still needs your attention and that process is never closed (of course in terms of partnerships) :)

One key component that is missed out more often is what is in it for the partner? What do they get as a benefit for partnering with you other than revenue? If you know the answer to this question, it allows you to have a more meaningful conversation with each partner, minimise conflict and help them improve their sales delivery.

This is a great opportunity to learn learning styles and where your partners fall on the DISC profile. Perhaps visuals with lots of statistics speak volumes. Perhaps it is more straightforward with powerful word choice in bold lettering that is reinforced verbally. Once you have created the map, plan to revisit it at a minimum annually to ensure things are still relevant and worth having on the map.

Feel free to use your own created map to show to your partner - you wil suprise them how focussed you are on their needs and that will be nothing but gratitude for it (in terms of your relation with them)

It's not only important to create a partner journey map but also to automate the partner journey process as much as possible. For example, we've implemented an AI assistant into our PRM that analyzes data on the effectiveness of the partner program, predicts the likelihood of a partner dropping off, and creates communication workflows with partners to keep them engaged.

You need to be clear about the solutions and value you want to bring to the customers as the value you are adding to the relationship; which will be aligned with the metrics that will be tracked. When presenting the map, do it through the partner's eyes and prioritize attention to the opportunities areas. As everything is in constant change, both parties need to understand that details, will need to be tuned in constantly but keep a main destination.

All starts with claryfing partner's needs. Then, knowing that you can start creating strategy how to deliver to him what is needed. Data is crucial.

The most important thing to keep in mind for this entire topic is to align on what makes sense while being the SME in the space for your product. There is a reason your two firms are partnered together. If it makes sense to spend the time working through a deeper understanding, then do so. On the flipside, if the partnership no longer aligns, maybe this work will be superfluous from the start, or maybe working through this exercise will alert both sides to this and the partnership can be re-evaluated.