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

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A partnerships leader presenting a partner pipeline for the CFO on a wall monitor showing sourced versus influenced revenue with conversion rates, the finance chief reviewing a printed attribution summary across the table, deep navy and warm amber palette

Partner Pipeline for the CFO: Making It Real

What is partner pipeline for the CFO? Short answer: Partner pipeline for the CFO is the view of partner-influenced and partner-sourced revenue translated into the language a finance leader uses to make budget decisions, conversion rates, attribution clarity, and a defensible return on the program’s cost. It is the difference between a partnerships team that […]

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Editor's Picks

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 enablement manager and a partner-side seller seated at a desk walking through a printed partner enablement template with a first-deal checklist and a pitch one-pager visible on the table, deep navy and warm amber palette

Partner Enablement Template: What to Put In It

What is a partner enablement template? Short answer: A partner enablement template is a reusable document structure that takes a newly-signed partner from kickoff to a first sourced deal, with named sections for the pitch, the ideal customer, the deal mechanics, and the support path. It replaces the bespoke onboarding deck that every partner manager […]

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A partnerships leader and a finance partner at a conference table reviewing a printed partner event ROI scorecard with sourced and influenced pipeline figures by stage on a laptop screen between them, deep navy and warm amber palette

Partner Event ROI: How to Measure It Properly

What is partner event ROI? Short answer: Partner event ROI is the ratio of sourced and influenced pipeline (and eventually closed revenue) to the fully loaded cost of a partner-involved event, measured against a target set before the event runs. It is a forecasting question, not a recap, and it depends entirely on whether the […]

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A partnerships leader and a partner marketing manager at a whiteboard mapping a quarter of partner events against a target account list, with a printed event calendar and a pipeline target sheet on the table, deep navy and warm amber palette

Partner Event Strategy: A Pipeline-First Playbook

What is a partner event strategy? Short answer: A partner event strategy is the plan for which partner-involved events to run across a quarter or year, why each one exists, and how each ties to a named pipeline goal and a target account list. It treats events as a sequenced portfolio with a purpose per […]

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A partner field marketing manager and a regional AE reviewing a printed field-event run-of-show and a target account list at a desk, with a registration overlay on the laptop screen between them, deep navy and warm amber palette

Partner Field Marketing: A Pipeline Operating Model

What is partner field marketing? Short answer: Partner field marketing is the regional, in-person and account-targeted marketing motion that two companies run together to build pipeline in a defined territory, against a named target account list and a closed-loop report. It covers dinners, workshops, roadshows, and joint local campaigns, and it is measured as a […]

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A partnerships leader and a RevOps analyst at a desk reviewing a printed partner ICP scorecard ranking candidate partners by overlap and segment fit, with an account-overlap view on the laptop screen between them, deep navy and warm amber palette

Partner ICP: Define the Partners Worth Recruiting

What is a partner ICP? Short answer: A partner ICP is the ideal partner profile (IPP), the written, scored definition of the partners worth recruiting based on the accounts they touch, the segment they serve, and their capacity to sell. It is the partner-side equivalent of a sales ideal customer profile, and it exists to […]

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A partnerships leader and a sales operations analyst at a wall monitor walking a CRO through a partner influenced pipeline report split into sourced and influenced columns by stage, with a printed attribution definition on the table, deep navy and warm amber palette

Partner-Influenced Pipeline: Define and Report It

What is partner-influenced pipeline? Short answer: Partner influenced pipeline is the set of open opportunities a partner touched or advanced without originating, measured against a signed definition agreed by partnerships, sales, and finance. It sits alongside partner sourced pipeline, which a partner originated, and the two together describe the partner motionโ€™s contribution to the funnel. […]

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A partnerships leader and a CFO at a conference table reviewing a printed partner influenced revenue report showing closed-won deals with a partner touch by quarter on a laptop screen between them, deep navy and warm amber palette

Partner-Influenced Revenue: How to Measure It

What is partner-influenced revenue? Short answer: Partner influenced revenue is closed-won revenue from deals a partner touched or advanced without originating, measured against a signed attribution definition. It is the revenue-stage counterpart of partner influenced pipeline, and it answers the question a CFO actually asks: how much of what we closed had a partnerโ€™s fingerprints […]

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A partner manager at a desk running a co-sell deal review with a partner-side seller over video, a printed account list and a weekly cadence checklist visible beside the laptop, deep navy and warm amber palette

Partner Manager Day-to-Day: The Real Job

What does a partner manager do day-to-day? Short answer: A partner manager’s day is built around advancing partner-sourced and partner-influenced deals, running a touch cadence across a tiered book of partners, and unblocking the co-sell motions already in flight. It is a sales-adjacent operating job, not a relationship-management job, and the calendar of a good […]

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A partnerships leader and a finance partner at a conference table reviewing a printed partner margin structure table showing base discount, deal-registration uplift, and performance tiers, with a calculator and a tier ladder visible, deep navy and warm amber palette

Partner Margin Structure: Reseller Economics

What is a partner margin structure? Short answer: A partner margin structure is the set of discounts, uplifts, and tiers that determine how much a reseller or channel partner earns on a deal, and what behavior earns more. It is the economic engine of a resell program, and it is designed to pay the most […]

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A partner marketing manager and an account executive at a conference room table walking a partner sponsor through a printed MDF event run-of-show with a registration list and a sourced pipeline scorecard visible, deep navy and warm amber palette

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 […]

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A partner sales rep leading a customer meeting with the vendor's account executive sitting in a support role beside them, a shared proposal and printed deal plan on the table, deep navy and warm amber palette

Partner-Led Sales: When Partners Drive the Deal

What is partner-led sales? Short answer: Partner-led sales is a motion in which the partner runs the sales process and owns the customer relationship, while your own team supports from behind with product expertise, deal desk help, and resources. It inverts the usual arrangement, the partner is the seller in front of the customer and […]

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