It was through this understanding that we launched our first webinar programme to our partners. The programmes were developed from insights gained directly from our partners to learn about new channels and bring in experts to share insight. For example, one of the big channels for buying broadband is through comparison websites, also known as affiliate sites. These affiliate sites can deliver 99%+ of broadband sales they make to only 5-6 of the biggest broadband names, making this route to market feel inaccessible to newer and smaller partners. My role is therefore to disrupt this channel and use our influence and buying power to find new ways to open this route to market.
My next challenge is to understand how I can support my partners with the cash flow impact of acquiring a new customer. In the broadband market it can take in excess of 12 months before a partner might see a profit, accounting for the cost of marketing and the cost of a router and installation. If we can find a way to reduce the cash flow burden, we may be able to grow even quicker. What is blocking your partners from growing at super scale?
These are just small example’s of how disruptive we can be as partner marketeers and how much bigger our ecosystem is than just our company, our partner, and the end user.