Partner Programs

---
name: partner-programs
description: >-
  Design partner programs for startups: partner ICP, co-marketing offers, referral mechanics, integration partners, attribution, enablement, and compensation. Use when building affiliates, referral partners, ecosystem channels, agencies, or integration-led growth.
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Jesse, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: founder-led
  tags: [partners, channel, co-marketing, integrations, reseller, agency, referral]
  related_skills: [sales-team-building, fundraising-strategy, content-led-growth, launching-planning]
  frameworks:
    - "Crossbeam — Partner-Led Growth"
    - "Jay McBain — Ecosystem-Led Growth"
    - "HubSpot Partner Program Model"
---
# 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

### Jay McBain — Channel Economics
The B2B channel is shifting from resale (sell my product) to ecosystem
(influence, integrate, co-sell). 75%+ of B2B buyers prefer to buy through
a partner or with partner validation. The question isn't whether to have
partners — it's what kind.

### Jared Fuller — Nearbound GTM
The most effective GTM motion for B2B SaaS today: leverage partners, customers,
and ecosystem to create trust signals before your first SDR reaches out.
Nearbound = pipeline from partners + customers + community.

### Asher Matthew — Partnership Operating Models
Five partnership types with distinct economics, enablement needs, and ROI
timelines. Don't mix types in one "partner program" — they need different
programs.

## Step-by-Step Process

### Phase 1: Partner Type Selection

| Partner Type | What They Do | Revenue Model | ROI Timeline | Best For |
|---|---|---|---|---|
| **Integration / Tech** | Your product works with theirs | No rev share (mutual value) | 3-6 months | Product-led, platforms |
| **Agency / Consulting** | Implement + sell your product | 15-25% rev share (Y1) | 6-12 months | Services-heavy products |
| **Reseller / MSP** | Sell + manage your product | 20-30% margin | 6-18 months | SMB, standardized products |
| **Referral** | Recommend you, you close | 10-15% of first year | 1-3 months | Any product — lowest friction |
| **Co-Marketing** | Share audiences, co-create | No cash (audience value) | 1-3 months | Content-driven companies |
| **Technology Alliance** | Complementary products, co-sell | No rev share (deal influence) | 6-12 months | Enterprise, platforms |

**Rule of thumb for early stage:** Start with 1-2 types. Referral + Integration
are easiest to launch. Agency/Reseller require more infrastructure. Don't launch
6 partner types simultaneously with a 2-person GTM team.

### Phase 2: Program Economics

**Revenue share by partner type:**
| Type | Revenue Share | Duration | Notes |
|---|---|---|---|
| Agency | 15-25% | First-year revenue | Higher if they close, lower if you close |
| Reseller | 20-30% margin | Life of customer | Discount off list price = their margin |
| Referral | 10-15% | First-year revenue | One-time payment for qualified intro |
| Tech Alliance | None | N/A | Co-sell, influence, not transaction |

**Tier design (3 tiers):**
| Tier | Requirements | Benefits | Rev Share Bonus |
|---|---|---|---|
| **Registered** | Sign up, complete onboarding | Portal access, deal registration, training | Base rate |
| **Silver** | 3+ deals/year, 1 certification | Priority support, co-marketing, MDF | +3% |
| **Gold** | 10+ deals/year, 3 certifications | Dedicated PAM, executive alignment, beta access | +5% |

**Deal registration (critical infrastructure):**
- Partner registers opportunity in your portal
- 30-90 days of protection (you won't compete on that deal)
- First-to-register wins (for overlapping partners)
- Must include: company name, contact, estimated deal size, timeline
- Expires if no activity in 90 days

### Phase 3: Partner Recruitment

**Where to find partners:**
1. **Existing customers who are agencies** — they already love your product,
   now they can sell it to clients
2. **Complementary product ecosystems** — their users need your product (and
   vice versa)
3. **Industry events/conferences** — partner pavilions, ecosystem tracks
4. **Competitor partner pages** — who's listed as a partner? They might switch
5. **LinkedIn search** — e.g., "HubSpot Partner" + your space

**Recruitment pitch structure:**
```
Subject: Partnership — [your product] + [their company]

Hi [name],

I see you work with [their client type] on [their service]. We've noticed
[their clients] often need [your product's value prop].

We're building a [agency/referral/tech] partner program and you'd be in the
first cohort. Economics: [revenue share/margin] + [other benefits].

Would a 20-minute call this week make sense to explore?

Best,
[Name]
```

### Phase 4: Partner Enablement

**Minimum enablement for any partner program:**
1. **Partner portal** — deal registration, training, assets, pipeline tracking
2. **Onboarding** — product training, sales training, competitive positioning
3. **Sales assets** — partner pitch deck, joint one-pager, battlecards, case studies
4. **Co-selling playbook** — when they lead vs when you lead, handoff process
5. **Pipeline reviews** — biweekly or monthly with active partners
6. **Partner manager** — someone who owns partner success (part-time for <20 partners)

**Enablement by partner type:**
- Referral: Very light (know the ICP, refer when you see fit)
- Agency: Heavy (product cert, sales cert, joint sales calls)
- Reseller: Heavy (certification, margin management, co-selling support)
- Tech/Integration: Light (API docs, joint value proposition, co-marketing)

### Phase 5: Measurement and Optimization

**Partner program metrics:**
| Metric | Target | Red Flag |
|---|---|---|
| Partner-sourced pipeline % | 10-25% of total | <5% — program not working |
| Partner deal win rate | Should = direct win rate | <50% of direct = enablement issue |
| Partner time to first deal | <90 days | >180 days — recruitment or onboarding issue |
| Active partner % (of signed) | >60% | <40% — too many shelf partners |
| Partner revenue growth | >30% YoY | <20% — partners stagnating |
| Deal registration to close | >25% | <15% — deal quality or enablement issue |

**Annual partner review:**
- Top 20% of partners produce 80% of revenue (Pareto)
- Invest disproportionately in top partners (dedicated PAM, co-marketing budget)
- Cut bottom 20% — redirect energy to recruiting replacements

## Output Format

```
PARTNER PROGRAM DESIGN — [Company]

Primary Program Type: [Referral / Agency / Reseller / Integration / Co-Marketing]

Economic Model:
- Revenue share: X% of [first year / life of customer]
- Deal duration: [12 months / life]
- Tier bonuses: Silver +X%, Gold +Y%

Partner Profile:
- Who: [specific description]
- What they bring: [specific value]
- Ideal partner: [3-5 characteristics]

Recruitment Plan:
- Target: X partners in Y months
- Sources: [specific channels and lists]
- Outreach: [template and cadence]

Enablement:
- Onboarding: [checklist]
- Training: [certifications]
- Assets: [list]
- Support: [PAM ratio, meeting cadence]

Deal Registration:
- Protection window: X days
- Requirements: [fields]
- Expiration: X days of inactivity

Success Metrics:
- Y1 target: $X partner-sourced pipeline
- Y1 target: X active partners
- Y1 target: X% partner-attributed revenue
```

## Implementation Checklist

- [ ] Partner type selected based on product complexity and sales motion
- [ ] Economic model defined (rev share %, duration, tier bonuses)
- [ ] Deal registration process built (portal, protection, expiration)
- [ ] Partner tier requirements and benefits documented
- [ ] Recruiting list built with personalized outreach
- [ ] Enablement materials created (pitch deck, one-pager, battlecards)
- [ ] Partner manager assigned (even if part-time)
- [ ] Pipeline tracking in CRM (partner-attributed revenue tracked)
- [ ] Monthly pipeline reviews scheduled with active partners

## Quality Check

Before delivering, verify:

- [ ] Output matches the user's stated request
- [ ] Named frameworks or sources are reflected in the recommendation
- [ ] The deliverable is specific enough for an agent to execute
- [ ] Any assumptions, risks, or dependencies are explicit
- [ ] No unsupported claims, invented facts, or private/internal references are included

## Common Pitfalls

1. **Partners without enablement.** A portal with "sign up here" generates
   signups and zero revenue. Partners need training, assets, deal registration,
   and someone to call when they're stuck. Fix: Don't launch until enablement
   is built.

2. **One-size-fits-all economics.** 15% for an agency that closes the deal
   AND implements is too low. 25% for a referral partner who just makes an
   intro is too high. Fix: Economics vary by partner type and effort.

3. **No deal registration.** Without deal reg, partners won't share pipeline
   (they'll get undercut by your direct team). Fix: Implement deal registration
   with clear protection windows as the FIRST piece of infrastructure.

4. **Too many partners, too little support.** 50 signed partners with 0 dedicated
   PAM = 45 inactive partners. Fix: Cap at what you can support. 10 well-enabled
   partners produce more revenue than 100 shelf partners.

5. **Hiring a VP of Partnerships too early.** If you're under $5M ARR, the
   founder is the partnerships team. A VP Partnerships at $2M ARR will build
   a program but can't generate enough revenue to justify the hire. Fix:
   Founder-led partnerships until $5-10M ARR with proven partner pipeline.

6. **Mixing partner types in one program.** Agencies need different economics,
   training, and support than referral partners. A single "Partner Program"
   with one set of rules fits nobody. Fix: Separate programs (or sub-programs)
   per partner type.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator

## Related Skills

- `referral-programs` — Customer/affiliate referral programs
- `content-led-growth` — Content as partner distribution channel
- `sales-team-building` — Direct vs partner sales economics
- `fundraising-strategy` — Partner ecosystem as valuation driver