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Handling customer acquisition and relationships manually used to be the norm. Now, in the age of CRM automation, it’s unthinkable. It is absolutely vital to have a transparent platform to manage and coordinate every step of the customer lifecycle—trying to do it all manually seems ludicrous.

Yet most organizations are still going the manual route, managing different types of partners in siloed departments, using disjointed and cumbersome processes.  Each team manually handles contracts, payments, and relationships, spending their days updating spreadsheets in an attempt to oversee complicated networks of partners. Positively shocking, when you think of it in this day and age of automated song selection, houses, banking, and so much more. 

Even some large retail brands with expansive partnership program are still setting up their relationships and tracking communication and audits via email and spreadsheets. Incredibly, they manage thousands of invoices manually, creating mountains of work not only for partnership teams, but for finance as well. Separate teams manage their relationships ad hoc and rarely share a unified process, leading to errors, confusion, and most important, diminished partnership value. 

Goodbye spreadsheets, hello automated growth

The solution to manual administration is to shift to the CRM model, moving from isolated, siloed spreadsheet-driven management to an automated system that supports and connects all of the different kinds of partnerships and facilitates the easy sharing of information. 

Not only does this reduce the errors, confusion, and inefficiency of manually driven relationships, it also lets partnership managers spend more time on strategy.

The most successful partnership efforts are overseen by a single, coordinated group that recruits, manages, monitors, and optimizes all active and potential partnership opportunities using automated technology. Building a cohesive, spreadsheet- and silo-free partnership program is the only way to maximize the opportunity and revenue return from the partnership channel.

To learn more about unifying and automating your partnership programs, check out our ebook, Silos Are for Farms, Not Partnerships. Or talk to a growth specialist in person—email us at and we’ll set it up.

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