How do you choose the best communication channels for your strategic partnerships?

It's also important to understand who you are communicating with, and the channels that they prefer to use for their daily activities. Recurring syncs, email, calls, Slack/Teams are probably the best channels to leverage when communicating with your peers at strategic partners. Sellers like to work out of Slack/Teams, CRMs, or other seller-centric tools. These are probably the best platforms to engage with them, e.g. for sharing deals and recording wins. Don't make them use things like partner portals/PRMs as they're unlikely to log in and use yet another tool. For executives at both your company and your partners', have regular business reviews to ensure that goals and priorities are aligned, and that you have the support you need.

Make sure you communicate your objectives to your partners. They are more likely to engage and appreciate the communication if they understand the reason for it. Many of the objectives will probably benefit them. Such as to improve our products and services we want to ask for your feedback on...

For trust-building and information sharing, consider regular video calls and updates, as practiced by Salesforce in its alliances. For coordinating actions and problem-solving, use collaborative platforms like Slack, Microsoft Teams, and (my favorite) Smartsheet, which enhance real-time collaboration and clarity. Formal negotiations may benefit from secure, detailed email exchanges or dedicated platforms like DocuSign. Tailor your channels to match the frequency, formality, and feedback needed for each objective, ensuring effective and efficient partnership communication.

Your communication preferences shape your strategic partnerships. Prefer verbal over written communication? Opt for video calls like Zoom, as Google does with its partners. Value speed? Instant messaging platforms like Slack ensure quick responses. Need visual aids? Use platforms like Miro for interactive visual collaboration. Enjoy casual chats? Informal check-ins on WhatsApp or TEAMS can maintain rapport. By aligning channels with your preferences, you enhance satisfaction and effectiveness, fostering stronger, more efficient partnerships.

Why is this all about what we prefer? Surely the most important thing is to consider how your partners want to be communicated to. What channels, frequency and type of communication do THEY want? After all, you want a high % of engagement and a high amount of feedback. They are more likely to do that if you listen to how they want to be communicated to.

Understanding your communication context is crucial. For partners in different time zones, asynchronous channels like email or Slack are essential, as used by Atlassian. Cross-cultural partnerships benefit from video calls, allowing for nuanced communication, as practiced by IBM in its global operations. When dealing with varied technology platforms, choose compatible and accessible options like TEAMS for meetings or webinars for presentations. Aligning your channels with context ensures clear, effective communication, enhancing your strategic partnerships' success.

To pick the best way to communicate with your strategic partners, think about what you want to achieve, how your partners like to communicate, how fast you need to talk, and how complicated the topic is. Use the right tools, keep things secure, and consider costs and sustainability. Be flexible, listen to feedback, and adjust your approach as needed. Good communication is key for successful partnerships, so make choices that work for your partners and your goals.

Selecting the right communication channels involves balancing objectives, preferences, and context. For instance, Google uses email for detailed updates and formal proposals, while Slack is preferred for quick, informal chats. Video calls, embraced by Microsoft Teams, facilitate rich, synchronous interactions, ideal for building trust and collaboration. Phone calls, used by Salesforce for personal and immediate issues, enhance rapport. Webinars by Cisco are excellent for education and demonstrations. Choose channels that align with your goals and partnership dynamics for optimal results.

But don't make it too complex. For example, some inboxes on web chatbots will sync with the notifications on an app and on email. Therefore it doesn't matter what channel the partner looks at they will see all comms in that place. Meaning they are not hunting across multiple channels and tech to find previous communications.

Streamline your strategic partnership communications using a versatile platform like Microsoft Teams. Use Teams for formal proposals, video calls to negotiate and finalize agreements, chat to coordinate tasks, and integrate webinars for showcasing products. Teams' comprehensive functionality ensures seamless, efficient communication, enhancing collaboration and trust. By consolidating various communication needs into a single platform, you simplify processes and boost productivity, making it an ideal choice for managing strategic partnerships.

Regularly evaluate and enhance your communication channels to meet your partnership goals. Use feedback surveys, analytics, and performance metrics to measure effectiveness and satisfaction, much like Amazon's approach to customer feedback. Gather suggestions and address issues promptly to optimize channels. For example, Adobe uses partner feedback to refine its communication strategies continually. This iterative process ensures your communication remains efficient, effective, and aligned with your strategic objectives, strengthening partnerships over time.

We need to consider a few things. First, is it just a local, regional, or global partnership? How's the governance structure of the partnership and how they're connected? What type of contract do we have between them? And what's the culture of both parties - are they more formal or informal? Also, what kind of work scope are we talking about? Are we dealing with 'live' environments, etc.?

Constantly ask for Partner feedback. Are they engaged? do they understand the latest info/news that's been sent out? Without putting yourself in their shoes and asking about their experience you won't ever maximise what you can get out of the relationship.

Consider leveraging AI-driven tools for enhanced communication. For instance, IBM uses AI to analyze and optimize email content, ensuring clarity and engagement. Emphasize cultural sensitivity, as demonstrated by Coca-Cola’s global campaigns, to respect diverse backgrounds and enhance rapport. Also, explore hybrid models combining digital and face-to-face interactions; Salesforce’s Dreamforce events blend online and in-person elements, fostering deeper connections. These innovative approaches can significantly enhance the effectiveness of your strategic partnership communications.