Partner Programs

Overview

Partners extend GTM reach without adding headcount — but most partner programs are "sign up here" portals that generate zero revenue. The mistake: treating partners as a distribution channel instead of a co-GTM motion that requires enablement, economics, and active management. This skill covers partner type selection, economic model design, tier architecture, recruitment, enablement, and the operational infrastructure to make partners actually produce revenue.

When to Use

Trigger phrases: "build a partner program", "set up integration partnerships", "create an agency channel", "design co-marketing partnerships", "reseller program", "technology alliance", "partner economics", "nearbound strategy", "deal registration"

Authoritative Foundations