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

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Partner manager reviewing color-coded partner segment lists on a tablet in a calm modern office, soft amber light from the right.

Partner Newsletter: What It Is and How to Run One

What is a partner newsletter? Short answer: a partner newsletter is a recurring communication sent to a company’s partners to keep them informed, enabled, and active. In 2026, the ones that work are not announcements; they are activation tools that drive a specific partner action in every send. A monthly roundup of company news is […]

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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 […]

A partner manager and a sales leader running partner qualification on a wall monitor showing a scorecard with fit criteria and a go/no-go decision, a printed partner application on the table between them, deep navy and warm amber palette

Partner Qualification: Vetting Who to Sign

What is partner qualification? Short answer: Partner qualification is the structured process of deciding which prospective partners are worth signing before they enter the program. It applies consistent criteria to every candidate, fit, intent, and capacity, so the roster fills with partners likely to produce rather than with whoever was willing to sign a logo […]

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