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

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A partner manager and a sales rep reviewing a partner overlap map on a wall monitor showing shared and net-new accounts highlighted between two company logos, a printed shared-account list on the table, deep navy and warm amber palette

Partner Overlap: Finding the Accounts You Share

What is partner overlap? Short answer: Partner overlap is the set of accounts that both you and a partner are working, have closed, or are prospecting at the same time, surfaced by comparing the two companies’ account lists. It is the raw material of co-sell, because the accounts you share are the ones where a […]

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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 […]

Featured image for Forecastable blog post on attribution models

Partner Attribution Models for B2B SaaS: The Defensible Default

Partner attribution in B2B SaaS comes in three flavors: partner-sourced (the partner originated the deal), partner-influenced (the partner participated in the cycle), and direct (no meaningful partner involvement). The defensible default for most teams is to track all three separately in the CRM, apply a 14-day attribution window from deal creation, and only allow one partner to be attributed per deal. Mixing these into a single number is what makes CFOs distrust the partnerships function.

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