Think about your best customer.
The one who pays on time, tells their friends, and always upgrades. You'd never sell them your product and then vanish, right?
Of course not.
You check in. You support them. You deliver continuous value because you want them to stick around forever.
Now look at your partners.
The minute a partner signs up, 90% of companies drop them into the Partner Ghosting Cycle: a welcome email, a few outdated PDFs, and then radio silence.
Here is the unavoidable truth: Your partners are the highest-leverage customers within your growth system.
If you want true scale, you have to prioritize their success above almost everything else.
I see million-dollar revenue potential die every week because of this neglect.
The Partner with huge potential stops sending traffic not because your product is bad, but because they had a simple question three weeks ago that no one bothered to answer.
They need to feel genuine affinity for your business and constant assurance that you are still growing. This is exactly why your best partners are often current or past customers.
The simple fix is installing a solid Partner Nurture System.
This isn't fluff. This is high-signal communication that drives action.
Here are a few ways I’m dong this right now while building up Ship 30’s partner program:
Newsletter: I’m launching our bi-weekly newsletter to keep partners updated on everything we have going on in our business.
New Assets: Fresh copy angles, swipe files, and case studies delivered for all our products
Metric Triggers: based on how certain partners are performing I look at the data and then reach out weekly with insights to help them get unblocked.
Dedicated Line: A way to talk to a human without navigating a generic support queue. I mainly do this via email, chat, and monthly AMA sessions.
Performance Triggers: Reasons to keep your business top of mind, tied to their performance milestones.
The relationship doesn't end at activation.
That's where the high-leverage work truly begins.
Do something to activate your Partner Nurture System this week.
Keep stacking 🧱
TG