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Three-shelf modern display wall with descending amber light bands and an analyst studying the top tier, an abstract hierarchy still life.

Partner Tiering: What It Is and How to Design It

What is partner tiering? Short answer: partner tiering is the practice of grouping partners into levels (typically by production, commitment, or capability) and matching investment and benefits to each level. In 2026, the tiers that work are earned on output, not assigned on logos or revenue size. A tier system is an investment allocation tool, […]

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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 […]

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Partner Playbook Template: What Actually Works

What is a partner playbook template? Short answer: A partner playbook template is a reusable structure that turns a partnership into a concrete, repeatable plan, naming the target accounts, the plays, the owners, and the metrics that will produce joint revenue. It is the difference between a partnership that runs on a documented motion and […]

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