Launching a Successful Partner Program

As we approached TIMIFY’s 10th anniversary in 2022, we were determined to take our business to the next level. With a focus on expanding our markets and diversifying our revenue streams by building strong business relationships and business partnerships to access new opportunities, we began to explore new opportunities for growth. After careful consideration, we came to the realization that launching a Partner Program was the ideal solution for reaching our ambitious goals and to help us achieve these objectives. Launching a Partner Program is a proven approach to drive business growth and foster strategic partnerships.

We are happy to be joined by Patrick Dafe, the head of the TIMIFY Partner Program. Strategies play a crucial role in launching and optimizing partner programs for success. He will share his personal background and experiences, as well as provide valuable insights and advice for other SaaS companies looking to optimize or launch their own partner programs. Join us as Patrick shares his expertise and helps us understand what it is needed to launch a successful program, as well as sharing some insight about our own program.

TIMIFY: Can you tell us a bit about yourself, Patrick, and what led you to join TIMIFY?

Patrick: I've always been passionate about sales and building strong business relationships. I spent the first 10 years of my career in corporate roles before diving into the vibrant startup scene in Munich. For the last 7 years, I’ve helped startups scale—building teams and structures from scratch. These experiences have prepared me well for my role at TIMIFY, where I now lead our Partner Program. I’m grateful to the leadership team for trusting me with this opportunity.

TIMIFY: What do you believe is the partnership department's role in relation to other departments?

Patrick: Collaboration is essential. We work closely with teams like Sales, Product, and IT to align efforts and share knowledge. For example, we support Sales by providing them with leads and insights they might not otherwise have. We give the Product team feedback from our partners, helping them develop features that meet market needs. We also assist the IT team in identifying potential integration partners. It's a team effort—everyone benefits from open communication and shared goals.

TIMIFY: What do you believe can be done to prevent any channel sales conflicts?

Patrick: The most important thing is to have a clear strategy and a defined process. Every team should understand their role, goals, and responsibilities. It's also important to use the right digital tools—just a few well-chosen ones—to manage leads and avoid overlap. But beyond tools and processes, the key is strong communication and a collaborative mindset across the organization.

TIMIFY: What do you believe are the essential requirements for implementing a partner program?

Patrick: To successfully run a partner program, a company must have the capacity and the necessary resources to effectively recruit and manage their partners. This includes providing ongoing training and support to help partners succeed, whether it’s through sales support or technical assistance.

Good partner management is critical for keeping partners engaged and maintaining strong relationships. Focusing on partner satisfaction leads to stronger, longer-lasting partnerships by ensuring partners feel supported and valued. If a company loses its partners, it may be almost impossible to win them back in the future.
Patrick dafe

TIMIFY: Do you think it's wise for SaaS companies to launch a partner program in 2023 given the current challenging economic climate?

Patrick: Absolutely! Digitalization is becoming a priority for businesses, and they are allocating more budget towards it. Launching a partner program can be a great way to expand your reach without having to dramatically increase your internal budget. Many companies that I started a partner program in the past are now benefiting from a positive return on investment. Most companies initially do not plan to build channel partnerships, but often turn to them as a strategic approach to drive growth or enter new markets when organic opportunities arise.

Before making any commitments, it’s crucial to have a market-ready product and ensure that key milestones have been achieved, analyze the market thoroughly, and create a well-thought-out plan and strategy that integrates the partner program into your overall go to market strategy. In our experience, it took about 8 months to conduct a thorough analysis and develop a solid strategy before launching our own partner program.

TIMIFY: Could you share your approach to implementing the TIMIFY Partner Program?

Patrick: Before implementation, there were several important considerations we needed to take into account. This included determining our ideal partner profile, researching and qualifying potential partners who align with our goals, identifying our target market, ensuring we met all necessary legal requirements, and creating the necessary documents. We also worked with a consulting firm in the early stages to develop a strategic approach for the program. They provided valuable support and helped us establish a solid foundation for the program, and significant value has been created through this structured approach.

TIMIFY: Can you tell us who are our ideal partners 

Patrick: We are seeking to collaborate with established companies in the digitalization industry or software suppliers, as well as partners from complementary industries to enhance mutual benefits, that operate in regions where our presence is either minimal or non-existent. Our ideal partners are experts in their field and are interested in building a long-term relationship with us. They should also be interested in expanding their portfolio, as partners with complementary products can create more value for clients. They should also have a solid reputation and a proven track record of success, and we are committed to supporting our partners in developing their own business as part of the program.

TIMIFY: Can you describe the benefits that we offer to our partners?

Patrick: Absolutely! Our channel partners have a great opportunity to increase their revenue by reselling our product or by expanding their portfolio with a top-of-the-line appointment booking solution. Referral partners can also benefit by earning commissions for referring customers to our services. Additionally, our tech partners can take advantage of our robust development platform to easily create and launch custom applications for our marketplace. On top of these benefits, we have also designed an extremely attractive incentive plan to reward and recognize the efforts of our partners and highlight the value these programs offer to partners. Our program is designed to deliver more value to both partners and their clients.

TIMIFY: What are the industries and regions that are being prioritized by the partner program now?

Patrick: Of course! Currently, we are highly focused on connecting with companies in the retail and financial sector. We believe that these industries have great potential for growth and collaboration. In terms of regions, in the short term our program has been running we have spotted a great potential in East Europe, Hong Kong and China, and we’re also seeing a lot of promise in South America. These regions are our immediate focus, but we’re always on the lookout for new opportunities to expand our reach. Our partner program is also targeting new geographies to drive expansion and help us enter additional markets.

TIMIFY: In such a short period of time, we have been able to establish channel partnerships with several companies. Why do you think they have chosen us?

Patrick: I believe it’s because of our reliability, scalability, and compliance. Our partners’ customers are enterprises looking for trustworthy providers who understand the needs of our clients and deliver tailored solutions, with proven experience in handling complex scheduling processes and customer journeys, focusing on client satisfaction and long-term success. We have been able to meet these requirements and that’s why they have decided to work with us.

TIMIFY: If anyone is interested in our partner program, what is the best way to reach out to you?

Patrick: Easily, just book an appointment with me using my personal TIMIFY booking link or visit our website here.

Thanks, Patrick, for sharing your experience with us. We are very happy to have you in our team!