Partnerships create leverage—access to distribution, credibility, and product value you can't build alone.
Partner types
- Channel and resellers
- Integration/tech partners
- Affiliates and ambassadors
- Strategic alliances
The five-step motion
- Ideal partner profile (IPP)
- Co-value narrative and incentives
- Lightweight legal and revshare
- Enablement: co-branded assets and demo environment
- Quarterly business reviews and pipeline hygiene
Metrics that matter
Sourced and influenced pipeline, win rate, time-to-first-deal, attach rate for integrations.
Partner marketing works when it's treated like a product: clear ICP, compelling value, and operational excellence.