--- title: How to Nail SAP Partnership Management description: Understand why SAP Partners need to understand how to nail SAP partnership management for maximum benefit to the SAP Partner by setting clear expectations image: https://www.sapbwconsulting.com/hs-fs/file-1395656587-png/images/manage_sap_partnerships-resized-600.png --- ![SAP Partnership Management](https://www.sapbwconsulting.com/hs-fs/file-1395656587-png/images/manage_sap_partnerships-resized-600.png) # How to Nail SAP Partnership Management Table of Contents ## SAP Partner Management With more than **24,000 [SAP Partners](https://www.sapbwconsulting.com/blog/top-10-guidelines-to-choosing-a-sap-partner)** listed out there, I have often wondered if [SAP Partners](https://www.sapbwconsulting.com/blog/top-10-guidelines-to-choosing-a-sap-partner) know exactly how they should manage their [relationship](https://www.sapbwconsulting.com/blog/inbound-marketing/are-you-ready-to-think-grow-rich-mindmap) with their assigned [SAP partner](https://www.sapbwconsulting.com/blog/10-secret-tips-to-choosing-sap-consulting-companies) manager to maximize their [SAP partnership value for maximum ROI](https://www.sapbwconsulting.com/sap-partnership-advisory-services), which comes at [substantial cost](https://www.sapbwconsulting.com/blog/what-is-the-tco-of-that-shinny-new-system-youre-about-to-buy). It has always piqued my curiosity as to what the [SAP Partners](https://www.sapbwconsulting.com/blog/5-things-to-know-about-your-sap-project-manager) actually [expect from SAP](https://www.sapbwconsulting.com/blog/sap-hana-margin-analysis).  Obviously, they want to make ever [increasing amounts of revenue](https://www.sapbwconsulting.com/hubspot-roi-calculator).    [SAP Partners](https://www.sapbwconsulting.com/discover-10-keys-to-selecting-sap-consulting-companies) are expected to prepare a [business plan](https://www.sapbwconsulting.com/blog/how-to-use-a-project-charter-to-start-a-project) with [quantified business targets](https://www.sapbwconsulting.com/seo-roi-calculator), which get [stored ‘in the system in the sky’](https://www.sapbwconsulting.com/blog/identifying-cause-of-data-load-error-when-using-a-sap-bw-dtp), but I have never seen the opposite, is there a [business plan](https://www.sapbwconsulting.com/blog/how-to-improve-sap-profitability-management-the-ultimate-guide) prepared by [SAP](https://www.sapbwconsulting.com/sap-sem-cpm-risk-register-design-template) that represents a commitment of what [SAP](https://www.sapbwconsulting.com/blog/how-to-improve-sap-profitability-management-p2-the-ultimate-guide) will deliver to the [SAP partner](https://www.sapbwconsulting.com/request-sap-functional-consulting-support). In short, what is SAP's obligation with regards to their [partners](https://www.sapbwconsulting.com/blog/sap-grants-management).  Does it have a [performance metric](https://www.sapbwconsulting.com/blog/learn-what-makes-sap-dfps-solution-different)?   For the [amount of money](https://www.sapbwconsulting.com/total-cost-of-ownership-tco) it [cost](https://www.sapbwconsulting.com/blog/inbound-marketing/does-pci-dss-compliance-affect-you) to become a [SAP partner](https://www.sapbwconsulting.com/sap-partnership-advisory-services) these days, [that seems](https://www.sapbwconsulting.com/blog/how-to-use-sap-webi-tutorial) like something that could and should be improved.   ## Types of SAP Partnerships   Of course, there [are many](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-7-key-approaches-to-developing-buyer-personas) types of [SAP Partnerships](https://www.sapbwconsulting.com/blog/sap-center-of-expertise-sap-coe-approach), including: - [Service partners.](https://www.sapbwconsulting.com/consulting-rate-calculator-whats-your-rate) - Hardware partners. - [Application development](https://www.sapbwconsulting.com/sap-consulting-support) partners. - [System Integrators.](https://www.sapbwconsulting.com/hubspot-integrations-sales-sap-chat) - [SAP Channel Partners.](https://www.sapbwconsulting.com/how-to-combine-hubspots-prospects-tool-with-a-linkedin-sales-strategy)   and many others. all of whom have their own [unique sales process](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-get-your-sales-roar-on) and sales [methodology](https://www.sapbwconsulting.com/blog/inbound-marketing/10-shortcuts-to-mastering-multi-channel-marketing).   ## Many SAP partners hold more than one type of partnership.    Few aspiring [SAP partners](https://www.sapbwconsulting.com/blog/top-10-strategies-for-maximizing-roi-with-sap-consulting-services) have a dedicated person who ensures they, the partners, are fully [optimizing](https://www.sapbwconsulting.com/blog/inbound-marketing/12-sap-crm-content-management-system-requirements) the [SAP partnership](https://www.sapbwconsulting.com/blog/how-to-determine-your-fully-loaded-cost-rate).   ![Manage SAP Partnerships](https://www.sapbwconsulting.com/hs-fs/file-1395656587-png/images/manage_sap_partnerships-resized-600.png?width=600&name=manage_sap_partnerships-resized-600.png "Manage SAP Partnerships")**SAP Partnerships Require Management!**   As someone who has put together [many, many](https://www.sapbwconsulting.com/develop-a-data-governance-framework) Virtual Account Teams (VATs), including the SAP and non-[SAP partners](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-uncover-sap-services-opportunities) who I thought could help me win the deal, I think I have some insight into how and where a [SAP partner](https://www.sapbwconsulting.com/blog/does-pci-dss-compliance-affect-you), whether an old hand operating at global scale or a newly signed [partner](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-project-managers-utopia-with-these-change-management-tips), should focus. ### 10 of those areas include:   - SAP Account Executives - SAP Leadership team - [SAP Partner Manager](https://www.sapbwconsulting.com/blog/sap-support-companies) - [Industry Expertise](https://www.sapbwconsulting.com/get-sap-consulting-support-now) - Thought Leadership - [Lead generation](https://www.sapbwconsulting.com/how-to-calculate-value-per-digital-lead-online-calculator) - [Go-to-Market Planning](https://www.sapbwconsulting.com/blog/14-sap-business-planning-best-practices) - Territory Account Planning - [Event Sponsorship](https://www.sapbwconsulting.com/blog/10-things-you-need-to-know-about-sap-s-hrms) and Activities - User Group Membership and [Leadership](https://www.sapbwconsulting.com/blog/9-epm-sap-strategy-management-how-to-best-practices-to-implement-now) - [Competitor Positioning](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ways-to-bring-digital-innovation-to-your-company)   ## Differing Business Partnership Management Expectations   In my experience, regardless of [partner size](https://www.sapbwconsulting.com/sap-asap-project-review), there are significant differences in both the [expectations of](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ingredients-for-a-successful-direct-marketing-mix-recipe) SAP in each of these areas and the [partners](https://www.sapbwconsulting.com/blog/inbound-marketing/what-do-sap-consultancies-do) with regards to partnership management.    There are also wide, regional differences in both what an individual partner can actually do in each area.   ## So how can you better leverage your SAP Partnership?    It all comes down to relationship, relationship, [relationship](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-how-to-land-big-customers-using-multi-channel-marketing), and communicate, communicate, communicate.     At the relationship level, it may not be obvious, but you need to ‘adopt’ an [Account Executive](https://www.sapbwconsulting.com/blog/how-to-leverage-sap-bw-in-a-multi-channel-marketing-campaign)(s) (AE) or Client Engagement Manager (CEM), and make sure you are the first member of the team he wants on his winning team.   No matter which type of [SAP partner](https://www.sapbwconsulting.com/sap-support-partner) you are or which channel you work in, be it **Large Enterprise (LE)** or **Small and Medium Business' (SMBs)**, direct or indirect, you need to have a clear, executable [strategy](https://www.sapbwconsulting.com/blog/8-more-epm-sap-strategy-management-how-to-best-practices) to generate [new leads](https://www.sapbwconsulting.com/blog/inbound-marketing/59-b2b-lead-generation-ideas-to-steal-tips-to-drive-more-sales-leads). This needs to be part of an overall [strategic growth plan](https://www.sapbwconsulting.com/blog/inbound-marketing/strategic-growth-planning) to widen and deepen your relationship with [SAP](https://www.sapbwconsulting.com/sap-training-courses) as well as your existing customer base.   These [leads](https://www.sapbwconsulting.com/blog/inbound-marketing/13-lessons-learned-using-hubspots-workflow-lead-management-system) can be **Net New Customers** or **Existing Customer** based [leads](https://www.sapbwconsulting.com/blog/inbound-marketing/can-you-compute-the-value-of-a-lead-calculator-1), but as a partner, you make yourself more [valuable](https://www.sapbwconsulting.com/blog/inbound-marketing/can-you-compute-the-value-of-a-lead-calculator) by bringing new business to the table, and you strengthen your negotiating position as well as your perceived [value](https://www.sapbwconsulting.com/blog/how-to-use-sap-value-engineering-services) to [SAP](https://www.sapbwconsulting.com/blog/why-sap-value-management-is-the-key-to-unlocking-your-businesss-full-potential).   As a [Senior Sales Executive](https://www.sapbwconsulting.com/inbound-marketing-services/hubspot-crm-implementation-services) with a 20 year history of building out the [SAP Partnership eco-system](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-calculate-sales-funnel-quality-calculator) in some very [dynamic environments](https://www.sapbwconsulting.com/enterprise-services/it-services/your-5-year-it-strategic-plan-partners), I believe actionable advice as to how to leverage the SAP Partnership is needed, as well as development of plans to achieve [superior performance](https://www.sapbwconsulting.com/blog/inbound-marketing/42-essential-hubspot-integrations-b2b-marketers-need-to-start-using), is critical.   If you already have [more leads and sales than you can possibly deal with](https://www.sapbwconsulting.com/blog/8-value-based-questions-for-real-estate-management-software-solutions), then great, you’re ahead of the curve.    However, if you think there is room for improvement in your approach to [SAP partnership management](https://www.sapbwconsulting.com/sap-partnership-advisory-services), or not quite sure how to leverage all the [tools and resources](https://www.sapbwconsulting.com/request-sap-business-planning-and-consolidation-sap-bpc-consulting-support) that you have available to you as SAP Partner, then we can help with our [**SAP Partner Sales Advisory Services**](https://www.sapbwconsulting.com/blog/sap-services-consulting), focused specifically on helping you leverage up your SAP Partnership.     [![Get My SAP Partnership Sales Advisory Services](https://no-cache.hubspot.com/cta/default/118735/e5e48d20-9efb-4a36-8cb8-39e20ce71790.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/e5e48d20-9efb-4a36-8cb8-39e20ce71790)   ## **About SAP BW Consulting, Inc.**   SAP BW Consulting, Inc. provides comprehensive [SAP solutions](https://www.sapbwconsulting.com/sap-best-practices-greenfield-implementations), including SAP Business Intelligence (BI) and [SAP Business Warehouse](https://www.sapbwconsulting.com/blog/how-to-understand-sap-supply-chain-management-and-bw) (BW) consulting, SAP ABAP development, and project management. Our services also include a [1099 Contractor Invoicing and Payment Management System](https://www.sapbwconsulting.com/blog/1099-contractor-payments), Salesforce consulting, and Balanced Scorecard consulting for strategic planning.   As HubSpot Certified Marketing and Sales Partners, we specialize in [Google Ads](https://www.sapbwconsulting.com/google-ads-management), Facebook Ads, LinkedIn Ads, Account-Based Marketing, Content Marketing, and Ecommerce solutions, including Shopify.   Ready to optimize your operations and strategy? [Book a meeting with us](https://www.sapbwconsulting.com/request-sap-implementation-consulting-support-meeting-request). Topics from this blog: [Sales Processes](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/sales-processes) [Cross-Channel Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/cross-channel-marketing) [SAP Partner](https://www.sapbwconsulting.com/blog/inbound-marketing/topic/sap-partner) ### Download SAP BW Mindmap Learn what SAP Business Warehouse is and what it does in under five minutes [![Get this Mindmap](https://no-cache.hubspot.com/cta/default/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b.png)](https://cta-redirect.hubspot.com/cta/redirect/118735/8db2ad37-8211-47a3-86ae-09b6b2bb297b) [mailto:someone@yoursite.com](mailto:someone@yoursite.com) ### Lonnie D. Ayers, PMP About the Author: Lonnie Ayers is a Hubspot Certified Inbound Marketing consultant, with additional certifications in Hubspot Content Optimization, Hubspot Contextual Marketing, and is a Hubspot Certified Partner. Specialized in demand generation and sales execution, especially in the SAP, Oracle and Microsoft Partner space, he has unique insight into the tough challenges Service Providers face with generating leads and closing sales using the latest digital tools. With 15 years of SAP Program Management experience, and dozens of complex sales engagements under his belt, he helps partners develop and communicate their unique sales proposition. Frequently sought as a public speaker in various events, he is available for both inhouse engagements and ** remote coaching. ** ![Balanced Scorecard Consultant](https://www.sapbwconsulting.com/hubfs/social-suggested-images/Balanced%20Scorecard%20Certified%20Graduate.jpg) He also recently released a book **"How to Dominate Any Market - Turbocharging Your Digital Marketing and Sales Results",** which is available on [ Amazon.](https://www.amazon.com/Dominate-Turbocharging-Digital-Marketing-Results/dp/1728357950/ref=sr_1_1?dchild=1&qid=1589182458&refinements=p_27%3ALonnie+D.+Ayers&s=books&sr=1-1&text=Lonnie+D.+Ayers)**** [View All Articles by Lonnie D. Ayers, PMP](https://www.sapbwconsulting.com/blog/inbound-marketing/author/lonnie-d-ayers-pmp) ## The SAP Blog Subscribe to our blog and receive SAP BW Updates, demand generation, inbound marketing, sales enablement, technology and revenue generation insights and ideas delivered right to your email. [mailto:someone@yoursite.com](mailto:someone@yoursite.com) ![SAP](https://googleads.g.doubleclick.net/pagead/viewthroughconversion/960101754/?value=0&guid=ON&script=0) ![](https://www.facebook.com/tr?id=199270410761059&ev=PageView&noscript=1) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Lonnie D. 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