Partner Program Design
The program that makes partners want to sell you.
Workflow
Step 1Program Objectives
ObjectiveDefine what the program must do.
InputBusiness goals
OutputProgram goals
Key activities
Set objectives for the partner motion
Decision points
What must partners deliver?
Tools: PlanningRoles: Channel · leadership
Success: Objectives set
Quality gate: Go: clear. Loop back: vague.
Why it matters
- Partners sell what's easiest to sell. Program design decides whether your offering is the easy one.
Best practices
- Align commission with the outcomes you want.
- Make it easy to sell: collateral, training, support.
- Co-invest in co-marketing with top partners.
- Track performance per partner.
Common mistakes
- A program with incentives but no enablement.
- Commission that rewards the wrong motion.
- All partners treated the same regardless of output.
Key questions
- What would make a partner prioritize us?
- Is the program profitable at the margin?
Agents that drive this
Comp & QuotaCampaign Builder
Tools we use · alternates in [ ]
Notion[ Confluence, Obsidian ]Metabase[ Looker Studio, Power BI, Grafana ]