Client
- Company: B2B SaaS vendor (workflow automation)
- Stage: Series A · 70 FTE
- Scope: Design & launch partner program; alliances & co-sell motions
Case study · Strategic partnerships
A partner program
that actually sells.
We designed and launched a partner program that 3× grew the co-sell pipeline, expanded deal sizes by 31% and delivered a repeatable alliance motion.
- B2B
- Channel & Alliances
- Co-sell
- Enablement
3×Co-sell pipeline
+31%Average deal size
NPS 64From partners
The brief
Client, objectives
& constraints.
A Series A workflow-automation vendor with no partner portal, little enablement content and fragmented ICPs across geos.
Objectives
- Define partner value prop & tiers
- Stand up sourcing → selection → onboarding
- Launch enablement kits & deal registration
- Build co-marketing/co-sell playbook and KPIs
Constraints
- No PRM/portal at start
- Limited enablement content
- Mixed geos; fragmented ICPs
Plan & milestones
12–16 weeks,
zero to running.
Program design first, then sourcing and enablement, then co-sell at scale.
- 01
Discovery & Baseline
Partner landscape, attach motions, ACV mapping, content gap analysis, KPI framework.
Weeks 1–2 - 02
Program Design
Tiers, benefits/requirements, MDF, legal pack, deal reg rules, source/close credit.
Weeks 3–4 - 03
Sourcing & Enablement
Shortlist 40 → 18 calls → 9 signed; onboarding kits, demo scripts, playbooks, QBR cadence.
Weeks 5–10 - 04
Co-sell & Scale
Joint campaigns, pipeline sync, partner-led events, PRM light (HubSpot + portal v1).
Weeks 11–16
What we did
Three workstreams,
one team.
Program & economics
Clear tiers, rules of engagement, incentives and MDF with positive unit economics.
- Source/assist/close credit policy
- Margin model & payout schedule
Partner acquisition
Ideal partner profile, outreach sequences, joint value prop by vertical.
- Scorecarded pipeline of partners
- Contract & onboarding checklist
Enablement & co-sell
Demo kits, discovery guides, one-pagers, playbooks; weekly pipeline syncs & QBRs.
- Deal reg & SLA handling
- Co-marketing campaign kits
Outcomes
Measurable.
Repeatable.
The partner engine went from zero to running in weeks. Clear rules, strong enablement, and pipeline we can forecast.”
Pipeline
- 3× partner co-sell pipeline
- +41% SQL→opportunity rate in partner-sourced deals
- 2 joint lighthouse customers
Revenue quality
- +31% average deal size
- −12% average payback vs. direct
- Improved multi-year commitments
Partner health
- NPS 64 from partners
- Enablement completion > 85%
- QBR cadence adopted across all tiers
Want similar results?
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