Exploring Top Partners

Challenge

Gaining a better understanding of top partner agencies of a leading ads service as it relates to acquiring and onboarding new customers.

Our client, a leading online ads service, wasn’t treating a small group of top partners, who generate the vast majority of acquisitions, any differently to other partners in terms of support, access or rewards. Our client wanted to understand what their experience using their service to acquire new customers was like, and what needs and pain points they have.

Approach

Our client wanted to really get to know this audience and their experiences with their service, and what better way to do that than sitting down and talking to them. We interviewed 14 people in senior positions at our client’s top partner agencies across the US, Canada and Brazil, so we could deeply understand how our client can better support them, and what kind of reward and incentive scheme would function better than the current system, which was clearly failing.

Following our conversations and an alignment session with our client, we drafted a quick, sharable report highlighting the main insights from the research, and our recommendations for moving forward.   

Impact

Our work was fundamental in helping our client overhaul the programs they have with their top partners. We were able to identify easy wins for our client that make their partners feel much more valued and motivated to keep driving acquisition.