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

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A partnerships leader interviewing a prospective channel partner across a conference table, an ideal partner profile scorecard and a shortlist of partner names visible on a printed sheet between them, deep navy and warm amber palette

Channel Partner Recruitment: A Practical Playbook

What is channel partner recruitment? Short answer: Channel partner recruitment is the process of finding, qualifying, and signing the partners who will actually sell, service, or implement your product. It is the front door of a partner program, and it decides more about the program’s results than any later stage, because you cannot enable or […]

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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 […]

Businessman in a suit with multiple arms juggling tasks: talking on a corded phone, holding a tablet, a coffee cup, and a large clock symbolizing time management.

*First-Line Sales Management:* How to Empower Your Reps With the Ability to Systematically Win More Business

You need your reps to account plan and get their targets into highly-personalized outbound cadences as quickly as possible; preferably in the first two weeks of the year because the faster you start this process, the sooner a sales cycle starts, which means the sooner deals start closing, which maximizes the time you have available […]

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