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A partnerships leader interviewing a prospective channel partner across a conference table, an ideal partner profile scorecard and a shortlist of partner names visible on a printed sheet between them, deep navy and warm amber palette

Channel Partner Recruitment: A Practical Playbook

What is channel partner recruitment? Short answer: Channel partner recruitment is the process of finding, qualifying, and signing the partners who will actually sell, service, or implement your product. It is the front door of a partner program, and it decides more about the program’s results than any later stage, because you cannot enable or […]

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Editor's Picks

Channel Marketing: What It Is and How It Works

What is channel marketing? Short answer: Channel marketing is the practice of generating demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to market your product to their audiences, and it measures the pipeline that motion produces. Done right, it turns partners into a demand […]

Partner Marketing: What It Is and How to Run It

What is partner marketing? Short answer: Partner marketing is marketing done with and through your partners to reach audiences you could not reach alone. It spans co-branded campaigns, joint content, referral and affiliate motions, and technology-partner integrations, all aimed at borrowing a partner’s trust and reach. The goal is pipeline that comes recommended, not cold. […]

What Is Channel Marketing? A Clear Definition

What is channel marketing? Short answer: Channel marketing is marketing that generates demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to promote your product to their audiences, and it measures the pipeline that motion returns. In short, it is marketing that reaches buyers through […]

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How to Resolve Partner Attribution Disputes Without Killing the Deal

Partner attribution disputes kill deals when resolved late. Learn the three-step protocol to surface disagreements early, apply a written tiebreaker rubric, and escalate to a neutral reviewer—before the deal cycle matures.

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Multi-Touch vs Last-Touch Partnerships Attribution: What B2B SaaS Should Pick

Last-touch partner attribution credits a single partner per deal. Multi-touch credits multiple partners across the deal cycle. For B2B SaaS, last-touch is almost always the right answer because multi-touch creates compensation disputes, dilutes accountability, and produces aggregate numbers that no CFO can model.

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Crossbeam vs PartnerTap: Which Account Mapping Tool Fits Your Stack

Crossbeam and PartnerTap are the two account mapping platforms that matter most for B2B SaaS partnerships in 2026. Crossbeam leads on partner-network reach, ELG category claim, and the developer ecosystem. PartnerTap leads on enterprise multi-partner co-selling depth and named-customer credibility. The right choice depends less on features and more on which your partners are already using.

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Account-Mapping ROI: How to Justify the Spend to Finance

Account mapping software pays back in three ways: pipeline acceleration via warm intros to existing prospects, expansion revenue via mapping mutual customers, and risk reduction via knowing which deals overlap with partner relationships. The defensible ROI math is (incremental partner-sourced ARR + accelerated direct ARR + churn-prevented ARR) divided by annual platform cost. Most B2B SaaS teams hit 3-5x ROI within 12 months.

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Building the CRO-CPO Relationship That Drives Revenue

The CRO-CPO relationship works when the CRO treats partnerships as a revenue motion and the CPO treats partner pipeline as a forecast. Both sides need a shared operating cadence: weekly partnership pipeline review aligned to the weekly direct forecast call, joint accountability for partner-sourced ARR targets, and a Co-Sell Alignment Specialist running the operational layer between them.

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Partnerships director reviewing an AI assistant chat panel and partner pipeline kanban on her laptop

What Is AI for Partnerships? A Builder’s Take

AI for partnerships is real, but most of what gets pitched as AI for partnerships is just dashboards with a chat box. Here is the honest line between what AI does well, what it does not, and how to tell the difference.

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Where Does Ecosystem-Led Growth Work Best?

ELG works. The honest question is when to use it and when to use something else. Here are the three situations where ecosystem-led growth moves pipeline best, and the four where another motion fits better.

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What Is a Co-Sell Plan? The Honest Definition

A Co-Sell Plan is not a mutual action plan with a partner column added. It is a different document. The difference is the whole reason a co-sell program either closes deals or just shows up in a pipeline report.

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Slate desk with a chalk-drawn 2x2 matrix; an amber-lit glass cube paperweight sits in the upper-right quadrant.

Bob Moore’s 2×2 Matrix Is the Cleanest Positioning Artifact Our Industry Shipped This Year. Here’s the Layer of the Argument He Stops Just Before.

Short answer: Second-party data is the AI moat in partnerships. Bob Moore’s 2×2 Matrix names that correctly. However, the data layer alone does not close deals. The next layer, the operating cadence between the second-party data reservoir and a partner-involved close, is where the actual revenue is hiding. Specifically, four operating layers, the shared mental […]

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Channelnomics Says AI in Partner Management Cuts Deal Velocity by 40%. The Companies Hitting It Spent 2026 Reconciling Data, Not Buying Platforms.

Short answer: Channelnomics reports that early adopters of AI in partner management see up to 40% faster deal velocity. However, that outcome is conditional on one prerequisite the citations leave out: data trust. Specifically, partner-attribution data, deal-registration data, partner-activity data, and joint-Slack data have to be reconciled before AI on top of them produces signal […]

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