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The best advice on building partner programs that produce forecastable revenue.

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A head of partnerships and a finance director at a desk reviewing a printed sourced and influenced attribution definition alongside a wall monitor showing a partner pipeline rollup by stage and a deal-level partner role table, deep navy and warm amber palette

Partner Attribution Model: A Working Build for 2026

What is a partner attribution model? Short answer: A partner attribution model is the signed definition for how partner-touched opportunities count toward sourced, influenced, and assisted pipeline and revenue, with named rules for which partner role at which stage produces which credit. It exists because finance will not fund a partner pipeline forecast without a […]

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Editor's Picks

MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

MDF Programs That Generate Real Pipeline (Not Just Activity)

Short answer: most MDF (Market Development Funds) programs in B2B SaaS waste 50 to 70 percent of their budget. The cause is structural, not size. MDF gets framed too narrowly as marketing money. It then goes to partners who will not run the activity that drives pipeline. The fix is a defensible MDF program that […]

A partner manager and a reseller account executive at a whiteboard ranking which vendor gets the first call on a new deal, a partner mindshare scoreboard with three competing logos taped beside them, deep navy and warm amber palette

Partner Mindshare: Why Partners Choose to Sell You

What is partner mindshare? Short answer: Partner mindshare is the share of a partner seller’s attention and intent that your product owns at the moment a deal appears, measured by how often they reach for you first instead of a competitor. It is the difference between a partner who has signed your agreement and a […]

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