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Covers partner tiers, deal registration, enablement, compensation, and performance management.\n\n## When to Use\n\n- Launching a channel/reseller/referral program\n- Evaluating partner performance and ROI\n- Designing partner compensation and tier structures\n- Building partner enablement and co-marketing plans\n- Auditing an existing program for leaks\n\n## Partner Program Architecture\n\n### Tier Structure\n\n| Tier | Annual Revenue | Margin | MDF | Support | Certification |\n|------|---------------|--------|-----|---------|---------------|\n| Registered | $0-$50K | 15% | None | Portal only | None required |\n| Silver | $50K-$200K | 20% | 2% of revenue | Dedicated CSM | 1 certified rep |\n| Gold | $200K-$500K | 25% | 4% of revenue | Priority queue | 2 certified reps |\n| Platinum | $500K+ | 30% | 6% of revenue | Named exec sponsor | 3+ certified reps |\n\n### Partner Scoring Model (0-100)\n\nScore each partner quarterly across 5 dimensions:\n\n1. **Revenue Performance** (30 pts) — Quota attainment. 100% = 30 pts, pro-rated below\n2. **Pipeline Generation** (20 pts) — New qualified opps created. 5+ = full marks\n3. **Certification Compliance** (15 pts) — % of required certs current\n4. **Customer Satisfaction** (20 pts) — CSAT/NPS from partner-sourced deals\n5. **Engagement** (15 pts) — Portal logins, training completions, event attendance\n\n**Thresholds:** <40 = probation, 40-59 = maintain, 60-79 = grow, 80+ = invest heavily\n\n### Deal Registration Rules\n\n- **Registration window:** 90 days from submission (extendable 30 days with justification)\n- **Approval SLA:** 48 hours or auto-approved\n- **Conflict resolution:** First to register wins. If direct rep has existing relationship, split 60/40 (direct/partner)\n- **Protected margin:** Registered deals get full tier margin. Unregistered = 10% flat\n- **No double-dipping:** Partner can't register deals from inbound leads already in your CRM\n\n### Compensation Models\n\n**Model 1: Reseller (Partner Owns the Customer)**\n- Partner buys at discount, sets own price\n- Margin: 20-35% depending on tier\n- Partner handles billing, L1 support\n- Best for: Geographic expansion, SMB segment\n\n**Model 2: Referral (You Own the Customer)**\n- Partner refers, you close and manage\n- Commission: 10-20% of first-year revenue\n- Optional: 5% recurring for renewal influence\n- Best for: Strategic intros, advisory firms, tech partners\n\n**Model 3: Co-Sell (Shared Ownership)**\n- Joint selling motion, shared pipeline\n- Split: Negotiate per deal (typically 70/30 or 60/40)\n- Requires joint account planning\n- Best for: Enterprise deals, complementary products\n\n**Model 4: OEM/White-Label**\n- Partner embeds your product in theirs\n- Pricing: 40-60% discount off list\n- Volume commitments required\n- Best for: Platform plays, ISV partnerships\n\n### Enablement Program\n\n**Week 1-2: Foundation**\n- Product deep dive (2 hours)\n- ICP and positioning workshop (1 hour)\n- Demo certification (pass/fail)\n- Portal access and deal registration training\n\n**Week 3-4: Sales Readiness**\n- Objection handling playbook\n- Competitive positioning\n- Pricing and packaging walkthrough\n- First joint call (shadow)\n\n**Month 2-3: Independence**\n- Solo demo certification\n- First registered deal\n- Co-marketing campaign launch\n- QBR cadence established\n\n### Co-Marketing Playbook\n\n| Activity | Cost Share | Expected Leads | Partner Effort |\n|----------|-----------|----------------|----------------|\n| Joint webinar | 50/50 | 50-200 | Moderate |\n| Co-branded content | You create, they distribute | 20-50/piece | Low |\n| Event sponsorship | MDF-funded | 30-100 | High |\n| Case study | You produce | Evergreen | Low |\n| Partner directory listing | Free | 5-15/month | None |\n\n### Partner QBR Template\n\nRun quarterly with every Silver+ partner:\n\n1. **Scorecard Review** — Current score vs. last quarter\n2. **Pipeline Walk** — Every open opp, next steps, blockers\n3. **Win/Loss Analysis** — What closed, what didn't, why\n4. **Enablement Gaps** — Where reps are struggling\n5. **Co-Marketing Plan** — Next quarter's joint activities\n6. **Growth Plan** — Path to next tier, timeline, requirements\n7. **Escalations** — Anything blocking progress\n\n### Program Economics\n\n**Unit Economics Per Partner:**\n- Recruitment cost: $2,000-$5,000\n- Enablement cost: $3,000-$8,000 (first year)\n- Ongoing management: $500-$1,500/quarter\n- Break-even: Typically 2-3 deals (6-9 months)\n\n**Portfolio Targets:**\n- 10 Registered partners per 1 Gold partner (natural pyramid)\n- Top 20% of partners generate 80% of partner revenue\n- Target: 30% of total revenue from channel by Year 3\n\n**Red Flags:**\n- Partner hasn't registered a deal in 90 days → outreach\n- Certification lapsed → restrict deal registration\n- CSAT below 3.5/5 on partner deals → enablement intervention\n- Partner competing directly on >20% of deals → relationship review\n\n### Channel Conflict Resolution\n\n| Scenario | Resolution | Timeline |\n|----------|-----------|----------|\n| Partner vs. direct rep on same account | First touch + deal reg wins | 48 hrs |\n| Two partners on same account | First to register, notify second | 24 hrs |\n| Partner poaching another's customer | Warning → probation → termination | Immediate |\n| Direct team targeting partner accounts | Block in CRM, escalate to channel chief | Same day |\n\n### Program Launch Checklist\n\n- [ ] Define ICP for ideal partner profile\n- [ ] Build tier structure and margin table\n- [ ] Create partner agreement (legal review)\n- [ ] Set up partner portal (deal reg, content, training)\n- [ ] Develop enablement curriculum (4-week ramp)\n- [ ] Configure CRM for partner attribution\n- [ ] Hire/assign channel manager (1 per 20-30 active partners)\n- [ ] Create co-marketing budget and MDF policy\n- [ ] Build partner scorecard and QBR template\n- [ ] Set recruitment targets (10-20 partners in first 6 months)\n- [ ] Announce program publicly\n\n---\n\n## Go Deeper\n\nThis framework gets you from zero to structured partner program. 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