What Treford's Partnership Framework Teaches Us
5 tips to use for your next partnership plan.
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ICYMI: In my last issue, I spoke with Dotun Adefioye about Treford’s partnership framework that got them to 20k students.
In today’s issue, I outline insights from Treford’s case study that you can implement right away.
Let's dive in!
Insights From Treford’s Story
#1. Revenue isn’t the only metric to judge partnership success by.
Not all partnerships will drive immediate sales, and that’s perfectly fine. In reality, partnerships can serve different purposes—some bring direct users, others provide credibility, and some open doors to new opportunities.
Treford has 4 partner types, each bringing unique value to Treford’s ecosystem and bringing them a step closer to achieving their goals.
For example, Treford’s learning partners don’t bring direct revenue, but they increase student satisfaction. Higher student satisfaction then increases the likelihood of organic word-of-mouth referrals.
Another example. Not all community partners bring high-volume leads for Treford right away. But they increase brand awareness among Treford’s ICP, making future conversions easier.
So, before you start doing partnership outreach, map out the types of partners that could add value to your business. Think beyond just “who can sell for me” and consider who can help build trust, expand reach, and enhance your product offering.
TL;DR: Not all partnerships drive immediate sales, and that’s okay. Some partners will help build trust, expand reach, or enhance your product.
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#2. The best partnerships are a win for all involved.
One mistake many businesses make is pitching partnerships with a “here’s what we need” approach instead of a “here’s what’s in it for you” approach.
A partnership isn’t a favour someone does for you; it’s a mutually beneficial collaboration. If one side is getting all the value while the other barely gets any, then the partnership won’t get anywhere.
The best partnerships are the ones where multiple stakeholders receive benefits on both sides. If you’re reaching out to a potential partner, don’t just lead with your ask. Make sure to talk about the benefits they’re likely to receive.
Before pitching a partnership, always ask yourself: “if I were them, why would I say yes?” If you can’t think of an answer, then you shouldn’t even consider broaching the partnership.
TL;DR: Partnerships should be mutually beneficial. Before pitching, ask yourself, “If I were them, why would I say yes?” If there’s no clear value for them, rethink your approach.
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#3. Run probation periods for partnerships if you can.
You wouldn’t put your entire budget behind a marketing channel you haven’t tested yet. Partnerships are similar. Not every partnership will work out as expected, so you don’t want to invest too much in it when it’s untested.
This is the foundation of Treford’s partnership philosophy. Rather than signing big, long-term deals with every partner, they start with small collaborations to see how things play out.
With community partners, they give a small discount and only increase it when they see returns from the community. Trials like this prevent them from getting locked into ineffective partnerships.
If you’re thinking of broaching a partnership, consider starting with a small engagement first. Decide on the success metrics that matter for the partnership and only extend the relationship if you see the expected traction.
TL;DR: Test partnerships before committing long term. Start small, track results, and scale only if it proves valuable.
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#4. Use self-attribution to track partnership impact.
We’ve established that not all partnerships have direct revenue impact. But that doesn’t mean you can’t track success; it just means it’s a little harder. People may discover your product through a partner, but sign up weeks later without using a tracking link.
For direct conversions, Treford tracks sign-ups by giving exclusive codes to partners. For indirect conversions, they rely on self-attribution. In their forms, they ask “How did you hear about us?”
Self-attribution lets you know which partners are driving traction indirectly. Without it, you might underestimate the impact of partnerships. And if you don’t track results properly, you might cut off a valuable partnership simply because conversions didn’t happen directly.
TL;DR: Not all partnership impact is direct, so track both direct and indirect conversions. Use exclusive codes and self-attribution to measure true impact.
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#5. Partner programs require relationship management
One major lesson from Treford’s story is the importance of relationship management. Partnerships aren’t a “set and forget” revenue stream.
In fact, this was one of the reasons Treford’s early affiliate programs failed; because they didn’t maintain communications with partners.
You can’t onboard partners and leave them to figure things out. If you don’t nurture them, they become less invested. To stay top-of-mind, you can copy Treford’s approach by:
Checking in regularly
Providing them with updates
Sharing promotional material they can use
Increasing incentives when they perform well
These tactics keep partners motivated and ensure promotions stay fresh and relevant.
TL;DR: Partnerships need active relationship management to succeed. Regular check-ins, updates, and incentives keep partners engaged and invested.
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What I’m Reading
The Van Westendorp Method for Optimal Product Pricing — Four simple survey questions to help you define the best pricing for your product.
Tally’s Bootstrapped Journey to 500,000 Users and $160K MRR — I used Tally for the first time in 2023, and I’ve loved them since then. Loved reading their growth story.
Why ultra-successful products disappear daily — How "time windows" automatically create viral word of mouth.
When Should You Invest in Paid Marketing? — Great article with a decision tree to tell you if it’s the right time to start doing paid marketing.
Jobs
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