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A head of partnerships in a working session with a CRO, a printed role charter and a partner-sourced pipeline chart on the table between them, deep navy and warm amber palette

Head of Partnerships Job Responsibilities Explained

What does a head of partnerships do? Short answer: The head of partnerships job responsibilities center on one outcome, partner-sourced and partner-influenced revenue, and everything else is in service of it. They own the program’s operating model, recruit and enable the right partners, run co-sell alongside direct sales, and report what the program produces in […]

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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 […]

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*Proper Account Planning:* Winning the Outbound Cadence Personalization War

In this account-based selling world we live in, there’s this massive demand for personalization because prospective buyers want to know that you understand their individual needs; not just their company’s needs. I’m not telling you anything new or earth shattering with that statement. However, the bar for personalization gets higher by the day as prospects’ […]

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