{"id":13554,"date":"2020-01-21T08:00:00","date_gmt":"2020-01-21T07:00:00","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=13554"},"modified":"2024-08-06T10:43:26","modified_gmt":"2024-08-06T08:43:26","slug":"teamwork-acquisition-retention","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/teamwork-acquisition-retention\/","title":{"rendered":"Teamwork is Turning Its Partner Program into a Powerful Acquisition and Retention Tool"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>What is Teamwork?<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.teamwork.com\/\">Teamwork<\/a> is on a mission to make teams around the world \u201cefficient, organized, and happy.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We\u2019re not just providing a (set of) product(s), we want to provide a solution to a business problem.<\/p>\n<\/blockquote>\n\n\n\n<p>And that problem is organizing and managing teams \u2014 often split across multiple locations and time zones.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2021\/06\/lh--t__v_wHBGgbEB97Od4TtQUGuRjB3RPZYyfM5G17Fm9I1LoVcHcOzHULRIDthrJQQGu-QtvxbIAq43daGAC92ZsmzebmbCU8O86ykxDVdZQ56NBUM-VA_jMQ1rwfrxFp-vt8Kwf0pelP.jpeg\" alt=\"Screenshot from Teamwork Projects \u2014 the flagship product of the company\"\/><figcaption class=\"wp-element-caption\">Teamwork Projects is the flagship product of the company<\/figcaption><\/figure>\n\n\n\n<p>Teamwork customers can use 5 distinct products to organize their work and improve performance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Projects<\/strong> is the flagship product that helps anyone from small teams to large enterprises with project and work management;<\/li>\n\n\n\n<li><strong>Desk<\/strong> empowers teams to manage conversations with customers;<\/li>\n\n\n\n<li><strong>Chat<\/strong> is a tool for internal synchronous communication;<\/li>\n\n\n\n<li><strong>Spaces<\/strong> allows teams to upload and share internal documentation;<\/li>\n\n\n\n<li><strong>CRM<\/strong> is a sales pipeline tool geared towards people coming from email and Excel.<\/li>\n<\/ul>\n\n\n\n<p>The team consists of over 250 people, split between 8 offices with about a quarter of the workforce working remotely.<\/p>\n\n\n\n<p>We spoke to <a href=\"https:\/\/www.linkedin.com\/in\/rmesches\/\">Ryan Mesches<\/a>, who leads Teamwork\u2019s Partner Program to learn about how he uses ChartMogul to manage the program and show its contribution to the company\u2019s bottom line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Teamwork\u2019s Partner Program<\/strong><\/h2>\n\n\n\n<p>The purpose of the Partner Program is to facilitate some of the <a href=\"https:\/\/chartmogul.com\/blog\/a-guide-to-saas-customer-onboarding\/\">onboarding<\/a>, training, and enablement inside the organizations that choose Teamwork.<\/p>\n\n\n\n<p>Ryan shares that bigger organizations typically expect a bit of extra help to get started with Teamwork\u2019s products.<\/p>\n\n\n\n<p>They might be using a legacy piece of software that requires custom integration and\/or data migration. Or they might need help aligning existing internal processes with the capabilities of Teamwork\u2019s products.<\/p>\n\n\n\n<p>In such cases, the customer success team steps in and helps new customers get onboarded. Partners add an extra layer, which is a great fit for those companies that have a unique set up or require specific customization.<\/p>\n\n\n\n<p>An example of a typical partner is <a href=\"https:\/\/onemotion.ca\/\">OneMotion<\/a>. Teamwork customers work with OneMotion to help them with things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>developing a process for migrating to and using Teamwork\u2019s product suite;<\/li>\n\n\n\n<li>getting buy-in from leadership to have the whole company switch to the new set of tools;<\/li>\n\n\n\n<li>and finally to provide training for the team on how to use the new software.<\/li>\n<\/ul>\n\n\n\n<p>Teamwork\u2019s Partner Program has 3 primary types: sales, enablement, and technology partnerships. Some partners (such as OneMotion above) provide a blend of all 3, but by far the biggest focus is on partners that help new customers to make the best use of Teamwork\u2019s products.<\/p>\n\n\n\n<p>Teamwork introduces customers to their partners because it helps with retention and expansion when it comes to those users. Customers, attached to a partner, have a higher LTV and churn less often.<\/p>\n\n\n\n<p>In 2020, Ryan and the team plan to expand the Partner Program and using it as an acquisition channel as well.<\/p>\n\n\n\n<p>Having such high confidence in the effectiveness of the Partner Program wouldn\u2019t have been possible without a reliable way to measure its performance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Challenge: Measuring the impact of the Partner Program<\/strong><\/h2>\n\n\n\n<p>Early in the life of the Program, Ryan and the leadership team knew that partners were driving results, but it was hard to give exact details about the impact on the bottom line.<\/p>\n\n\n\n<p>Before ChartMogul, Ryan was using Excel to pull data and try to match it to customers and partners to prove the viability of the program. Since the data \u201clived\u201d in so many different places, it was nearly impossible to build a tracking model, which made it hard to trust the numbers Ryan was presenting.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Each week, I would share how many \u201cintroductions\u201d we\u2019ve made, i.e. how many customers we sent to our partners, and people from the team would say \u201cThat\u2019s great, but why is it important?\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>All the numbers were living in different places \u2014 Excel, the CRM tool, custom tracking solutions \u2014 it was taking Ryan a lot of time to constantly keep them up to date. In addition, with a new CFO and Sales Director coming in, there was a steady stream of questions directed at Ryan about the numbers and the overall effectiveness of the program he was responsible for.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I knew that constantly compiling numbers and answering questions about them wasn\u2019t an efficient use of my time.<\/p>\n<\/blockquote>\n\n\n\n<p>He needed a better way to measure and present the effect of partnerships and ChartMogul gave him an easy and reliable way to achieve that.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Solution: ChartMogul provides Teamwork with a single source of truth<\/strong><\/h2>\n\n\n\n<p>Ryan shares that switching to Stripe for automated billing and <a href=\"https:\/\/worldpay.com\/\">Worldpay<\/a> for custom invoicing allowed Teamwork to clean up their billing data and streamline it within ChartMogul.<\/p>\n\n\n\n<p>This also allows him to better track and understand the effects partners have.<\/p>\n\n\n\n<p>Every week, Ryan logs into ChartMogul and adds a custom tag to all customers who are working with a specific partner.<\/p>\n\n\n\n<p>This lets him compare those customers to those who never get introduced to a partner \u2014 and not just in the initial sale, but also how they grow over time.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2021\/06\/lh--t__VvnjgSOUDxfj-TxOESEcFkXsM2Fc8IxEXi-afisBYKSt_l4qfFmKTU-Exg1_Bk66M00nBLP796bXERIavCCfx7x1TDjDZCSmelNKg6U8JI0rkt7MQ47O_zUUjNd5Xsy3YtkVX99N.png\" alt=\"Partner retained ARR\" width=\"1600\" height=\"559\" \/>\n<figcaption>Teamwork uses custom reports within ChartMogul to measure the long-term effect of the Partner Program.<\/figcaption>\n<\/figure>\n\n\n\n<p>Ryan\u2019s current focus is on a metric he calls \u201cPartner Retained ARR\u201d \u2014 ARR from customers who are working with an enablement partner.<\/p>\n\n\n\n<p>Tracking the number within ChartMogul is incredibly easy \u2014 all they needed to do was to create a segment based on an \u201cEnablement partners\u201d tag Teamwork has within their account.<\/p>\n\n\n\n<p>Thus, Ryan reports a single number in his weekly report, which comes straight out of ChartMogul \u2014 no additional stitching and merging required.<\/p>\n\n\n\n<p>Ryan admits his work would be much harder if other people on the team didn\u2019t trust the numbers; luckily, there\u2019s buy-in from the C-level and everyone at the company treats ChartMogul as the single source of truth when it comes to revenue data.<\/p>\n\n\n\n<p>Ryan still looks at top level numbers such as the number of intro\u2019s made, how many partners they have in their ecosystem, as well as the performance by sales rep. These numbers, however, just add color and insight into what they already know about their Partner Program from tracking core subscription data.<\/p>\n\n\n\n<p>Ryan still gets the occasional question from co-workers:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Now I can just respond by sending them a link to the respective report in ChartMogul. That doesn\u2019t just make my life easier \u2014 it also helps them understand how our business is doing.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Result: ChartMogul leaves no doubt about the viability of the Partner Program<\/strong><\/h2>\n\n\n\n<p>These days Ryan walks into weekly meetings with a lot more confidence. Rather than talking about tangential metrics such as intros made, he can show hard numbers on how partners are affecting Teamwork\u2019s bottom line.<\/p>\n\n\n\n<p>In addition, he\u2019s also experimenting with tracking customer ARR by the partner and bringing that insight into leadership meetings. This allows him to explain why so much time is spent on a given partner.<\/p>\n\n\n\n<p>Using ChartMogul also saves Ryan a lot of time:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Every time I get into a customer profile and see all the movements, I realize it would have been a nightmare trying to track it on my own.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Next steps: Automation and deeper insight<\/strong><\/h2>\n\n\n\n<p>Even though the setup is useful in helping Ryan manage Teamwork\u2019s Partners Program, he openly admits it\u2019s in no way perfect.<\/p>\n\n\n\n<p>That\u2019s why Ryan has already identified potential improvements and optimizations.<\/p>\n\n\n\n<p>For example, the current setup still involves a fairly large element of manual work \u2014 every Friday Ryan goes into ChartMogul and tags customers who\u2019ve been paired with or referred by a partner.<\/p>\n\n\n\n<p>He knows this can be automated fairly easy \u2014 by <a href=\"https:\/\/help.chartmogul.com\/hc\/en-us\/articles\/206117591-Integrate-ChartMogul-with-other-apps-using-Zapier\">using Zapier<\/a>, for example. But before they can do that, they need to make some changes to their backend system.<\/p>\n\n\n\n<p>Another improvement Ryan wants to introduce, is to develop a deeper understanding of how partners affect customers\u2019 LTV and propensity to churn. To do that, he\u2019s experimenting with ChartMogul\u2019s segmentation features to identify (groups of) similar customers where the only difference is whether they\u2019re linked to a partner or not.<\/p>\n\n\n\n<p>Ryan believes this will provide an opportunity for Teamwork to understand the effect of the program, so once they are ready to expand their marketing and sales ops, he can make the point that the program he\u2019s running can drive results for the bottom line of the company.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>ChartMogul isn\u2019t reserved just to the CEO and CFO offices<\/strong><\/h2>\n\n\n\n<p>Ryan\u2019s experience shows that ChartMogul can be used by any team or department in a subscription company.<\/p>\n\n\n\n<p>On the surface, it\u2019s a clever and faster way to collect and analyze data.<\/p>\n\n\n\n<p>But once we look deeper, we understand that Ryan and his team are gaining unique insight, which wouldn\u2019t be available to them if they were using a spreadsheet.<\/p>\n\n\n\n<p>The ability to see how customers\u2019 relationships with your company evolve as time goes by gives you deep insight into your business.<\/p>\n\n\n\n<p>To Teamwork this is about a lot more than just tracking numbers \u2014&nbsp;it\u2019s about making informed decisions about their business.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ryan Mesches is using ChartMogul to measure the effect of the Partner Program on the company\u2019s bottom line.<\/p>\n","protected":false},"author":69,"featured_media":13812,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"customer-story.php","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[180,105,21],"class_list":["post-13554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gtm","tag-acquisition","tag-retention","tag-saas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - 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