Who this is for
Sales and partnerships leaders who want a repeatable partner-sourced and partner-influenced motion. Works with SIs, ISVs, VARs, affiliates, and cloud marketplaces.
1) Co-sell framework
- ICP overlap → do we win with the same segment and problem?
- Value exchange → what the partner gets (rev share, ACV lift, services attach)?
- Motion → source, influence, or resell? Who owns MEDDICC/BANT?
- Operating rhythm → weekly deals sync + monthly pipeline review + quarterly QBR.
2) Selecting partners
Score each candidate 1–5 across 6 dimensions:
- ICP match & region focus
- Account overlap (shared CRM lists / marketplace buyers)
- Executive sponsor willingness
- Sales capacity and enablement maturity
- Services/implementation capability
- Commercial fit (MDF, rev share, legal simplicity)
Pick 3–5 to start. Say “not now” to the rest with a re-check in 90 days.
3) Enablement pack
- Partner one-pager: ICP, pains, value, 3–5 use-cases, objection handling.
- Pitch kit: short deck (10–12 slides), demo script, 3 logos/case studies.
- How to source: triggers list, email/call snippets, marketplace listing links.
- Deal desk: discount guardrails, rev share, legal boilerplates, NDAs.
- MAP (Mutual Action Plan): who does what in the next 30–60 days.
4) Co-sell motion (weekly)
- Kickoff: exec sponsor intro, agree on targets (meetings, pipeline, wins).
- Account mapping: 50–150 shared accounts → heat-map owners and timing.
- Sourcing sprints: 2×/wk outbound blocks + social proof drops.
- Deal sync (30–45 min): stage, next step, blockers; update MAP.
- Marketing assist: co-webinar or field event within first 45 days.
5) QBRs & incentives
- Quarterly review: sourced, influenced, win-rate, cycle time, attach services.
- Joint objectives: “3 sourced opps / month” or “€100k influenced / Q”.
- Incentives: SPIFs for AEs/SDRs, MDF for demand gen, services attach for their PS team.
- Tiers: Registered → Select → Premier with clear thresholds and perks.
6) Metrics & dashboard
- Funnel: sourced meetings, partner-assisted meetings, SQLs.
- Pipeline: partner-sourced €/$, influenced €/$, stage aging.
- Wins: win-rate vs. solo, deal size delta, cycle time delta.
- Health: attendance rate on syncs, MAP completion, content usage.
Download: Co-sell dashboard (Sheets)
7) Common risks
- Too many partners: shallow enablement, no throughput.
- No exec sponsor: deals stall; get a named sponsor on both sides.
- Unclear money flow: rev share/discount ambiguity kills momentum.
- Deal ownership: AE vs. partner conflict → define R&R up front.
Templates
Partner Scorecard • Partner One-Pager • Co-sell Pitch Deck • Mutual Action Plan • QBR deck • Deal Desk guardrails
Need a kickstart with your first 3–5 partners?