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

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Forecastability: 2026 Framework and Operating Model

Forecastability is the upstream property of a deal or pipeline that lets its outcome be predicted with high confidence inside a known time horizon. It is not the same as forecast accuracy; it is the condition that produces forecast accuracy. Most enterprise pipelines are not forecastable, and the cost is…

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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 […]

Two professionals analyzing financial charts at a desk, with a calculator, notebook, and glasses nearby.

*The Secret* to Partner-Sourced Revenue: Stop Focusing Solely on Sales Reps as Referral Partners

Stop Focusing Solely on Sales Reps as Referral Partners When organizations go to market to source partner revenue, they often focus on engaging the partner’s sales team. They’re thinking about how to get them to refer business, or how to ensure they recognize and communicate their value proposition without having to ask them. This fixation […]

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