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

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A partner account executive filling out a deal registration form on a laptop while a channel manager reviews the required fields on a printed template beside them, account name and close date visible, deep navy and warm amber palette

Deal Registration Form: What to Include (Template)

What is a deal registration form? Short answer: A deal registration form is the structured submission a partner completes to claim an opportunity they sourced and request the vendor’s protection for it. It captures the facts the vendor needs to verify the deal, the account, contact, size, and timing, and it starts the clock on […]

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Editor's Picks

Partner Incentive Program: Design One That Produces

What is a partner incentive program? Short answer: A partner incentive program is the set of rewards, tiers, and payout rules a vendor uses to pay partners for the behaviors that produce revenue. It works when it pays for the specific actions that lead to pipeline, and it fails when it pays for signings, logos, […]

Partner Marketing Agency: What They Do and When

What is a partner marketing agency? Short answer: A partner marketing agency is an outside firm that plans and runs marketing through and with your partners, from co-branded campaigns to through-partner demand and MDF programs. It exists because most in-house partner teams have the relationships but not the marketing capacity to activate them at scale. […]

Channel Marketing: What It Is and How It Works

What is channel marketing? Short answer: Channel marketing is the practice of generating demand through your partners rather than only through your own direct team. It equips resellers, agencies, and technology partners to market your product to their audiences, and it measures the pipeline that motion produces. Done right, it turns partners into a demand […]

*Four Buyer Personalities in B2B Sales* and How to Communicate With Them

Have you ever been in a scenario where you didn’t respond quickly and you get that nudge from a prospect asking you where things stand? And in your head you’re like, “I promised that to you this morning…chill.” That can be frustrating, to say the least. Or maybe you’ve been in a scenario where you […]

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