Here’s a working channel partner strategy template you can immediately apply. This is designed as a fillable framework—move through each section sequentially to build a program that actually drives revenue, not just logo accumulation.

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Phase 1: Foundation & Ecosystem Design

Goal: Define WHO you’re recruiting and WHY they’ll partner with you.

1. Partner Persona & Tiering

Define your ideal partner profile (IPP):

• Type: [ ] Reseller [ ] SI (System Integrator) [ ] ISV (Tech Alliance) [ ] Distributor [ ] Referral/Affiliate
• Capacity: Annual revenue target per partner: $______
• Capability Fit: Technical certification required? [ ] Yes [ ] No
  If yes, list certifications: _____________

Tier Structure (Example: Bronze/Silver/Gold/Platinum):

2. Value Proposition (Why partner with YOU?)

• For Them: Incremental revenue without R&D cost? Faster time-to-market?
  Fill in: "Partners choose us because we provide ________ that they can’t get from [Competitor X]."
• For You: Market reach, vertical expertise, services attach rate target: ___%

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Phase 2: Recruitment & Selection

Goal: Build a pipeline of qualified partners, not just quantity.

3. Recruitment Playbook

Target List Criteria:

• Geographic coverage gaps: ___________
• Vertical expertise needed: ___________
• Technical competency baseline: ___________

Outreach Sequence:

1. Week 1: LinkedIn/Email intro (focus on customer pain point, not product)
2. Week 2: Value prop deck + current partner ROI case study
3. Week 3: Discovery call (assess their customer base overlap)
4. Week 4: Business plan co-creation (see Section 4)

Qualification Scorecard (Rate 1-5):

• Cultural alignment (do they lead with value or commodity?)
• Technical capability (can they implement/support?)
• Customer base overlap (% of their clients fit your ICP)
• Active selling motion (hunting vs. farming)
• Minimum score to sign: ____/20

4. Joint Business Plan (JBP) Template

Every new partner must complete this before onboarding:

• Target Accounts: List 10 specific accounts they’ll penetrate in Year 1
• Revenue Target: Q1: ___ Q2: ___ Q3: ___ Q4: ___
• Certification Timeline: By when will ___ reps be certified?
• Marketing Commitment: $___ MDF match or events they’ll run
• Exit Clause: "If no registered deals in 90 days, partnership pauses."

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Phase 3: Enablement & Co-Sell

Goal: Make it embarrassingly easy for partners to sell you.

5. Partner Onboarding (First 30 Days)

Week 1: Portal access + technical cert path Week 2: Sales playbook + battle cards vs. [Competitor A, B] Week 3: Shadow sales call (listen to your AE present) Week 4: First mock discovery call (they present, you score)

Required Assets (Checklist):

• Partner-specific demo environment
• Quote configurator access
• Deal registration portal (protects their margins)
• Co-branded one-pagers (Canva templates they can customize)

6. Co-Sell Motion

Lead Flow Rules:

• Sourced: Partner finds opp → registers → you support → they get full margin
• Influenced: Partner helps close your opp → you pay finders fee (___%)
• Reseller: They buy from you at discount (___%) and hold margin

Deal Registration Protection:

• Registration valid for: ___ days (typically 90-180)
• Minimum discount off list for registered deals: ___%
• Conflict resolution process: ___________

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Phase 4: Incentives & Operations

Goal: Align economics and remove friction.

7. Compensation Structure

Base Margin by Tier:

• Registered: ___%
• Silver: ___%
• Gold: ___%
• Platinum: ___%

Performance Kickers:

• Rebate: ___% back if they hit annual target
• SPIF (Sales Performance Incentive Fund): $___ per net-new logo in Q3
• MDF (Market Development Funds): 1:1 match for campaigns, pre-approved only

Payment Terms:

• Net 30 upon invoice [ ] Net 30 upon customer payment [ ] Other: _______

8. Performance Management

Quarterly Business Review (QBR) Agenda:

1. Pipeline generated vs. committed
2. Certifications completed vs. plan
3. Customer satisfaction (NPS from joint customers)
4. Marketing activities executed
5. Action items for next quarter

Red Flags (Trigger intervention):

• No login to portal for 60 days
• Deal reg conversion rate < 20%
• Support ticket escalation rate > 15%

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Phase 5: Technology & Scaling

Goal: Automate the predictable.

9. Partner Tech Stack

PRM (Partner Relationship Management): [ ] Salesforce PRM [ ] Impartner [ ] Zift [ ] Mindmatrix [ ] Custom Through-Channel Marketing Automation (TCMA): For co-branded campaigns Learning Management System (LMS): For certifications Partner Community: Slack/Discord or built-in forum?

10. Program Evolution

Annual Review Metrics:

• Partner-sourced revenue as % of total ARR: Target ___%
• Average partner productivity (revenue per partner): $______
• Partner churn rate: < ___%
• Cost of sale (partner vs. direct): Partner should be ___% cheaper

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90-Day Launch Checklist

Days 1-30: Finalize tiers, build portal, create battle cards
Days 31-60: Recruit 5 pilot partners, onboard with JBPs
Days 61-90: First deals registered, first QBRs held, iterate on friction points

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Next Steps: Customize This

To make this specific to your situation, I need to know:

1. What’s your product/service? (SaaS, hardware, professional services?) This changes the tiering and margin structure significantly.
2. Current state: Are you building from zero, or fixing an existing underperforming program?
3. Primary goal: Is this about geographic expansion, breaking into enterprise, or increasing services attach?
4. Existing partners: Do you have 2-3 “lighthouse” partners already, or is this a cold start?

Also: What’s your biggest pain point right now—recruiting the right partners, getting them to actually sell, or stopping channel conflict with your direct sales team?

Give me those details and I’ll draft the specific Partner Agreement terms, the exact margin structure for your industry, and a recruitment email sequence you can send this week.

A robust channel partner strategy allows you to scale your sales reach without the overhead of hiring a massive internal team. To move from theory to execution, follow this structured template.

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Step 1: Define Your Objectives and KPIs

Before reaching out to partners, define what "success" looks like. Are you looking for geographic expansion, technical implementation support, or sheer volume of new leads?

• Primary Goal: (e.g., "Generate 30% of total revenue through partners by EOY.")
• Target Metrics:
  • Partner-Sourced Revenue: Leads found and closed by the partner.
  • Partner-Influenced Revenue: Deals where a partner assisted your internal team.
  • Attach Rate: How often a partner’s service is sold alongside your product.
  • Time to First Deal: How long it takes a new partner to close their first sale.

Step 2: Build Your Ideal Partner Profile (IPP)

Not every partner is a good fit. Focus your energy on those who already have the trust of your target customers.

• Partner Types: Identify if you need Value-Added Resellers (VARs), Managed Service Providers (MSPs), Systems Integrators (SIs), or Referral/Affiliate partners.
• Vertical Focus: Which industries do they specialize in? (e.g., Healthcare, FinTech).
• Technical Capability: Do they need a deep engineering bench, or just a strong sales team?
• Complementary Tech: What other software/hardware are they already selling? (Look for products that your solution "plugs into").

Step 3: Create the Partner Value Proposition (PVP)

Partners are businesses; they need to know how you help them grow. Answer the question: "Why should I spend time selling your product instead of my own services or a competitor's product?"

• Financial Incentives: Define margins, commissions, or recurring revenue shares.
• Strategic Value: Does your product help them "stick" to the customer longer?
• Market Demand: Provide proof that customers are actively asking for a solution like yours.

Step 4: Design the Program Tiers

Reward your highest-performing partners with more support and better margins.

• Level 1 (Authorized): Low barrier to entry. Access to basic marketing materials and a standard commission.
• Level 2 (Silver/Gold): Requires a revenue commitment or certified staff. Benefits include Market Development Funds (MDF) and co-branded webinars.
• Level 3 (Platinum/Strategic): Dedicated Channel Account Manager (CAM), highest margins, and early access to the product roadmap.

Step 5: Enablement and Onboarding Plan

A partner who isn't trained won't sell. Create a "Path to Revenue" roadmap.

• The First 30 Days:
  • Access to a Partner Portal.
  • Sales "Battlecards" (How to beat competitors).
  • Technical certification or product demo training.
• Sales Tools:
  • Lead registration process (to prevent channel conflict with your internal team).
  • Email templates and co-branded "one-pagers."
  • Demo environments.

Step 6: Operational Infrastructure

You need a system to manage the relationship so nothing falls through the cracks.

• Partner Relationship Management (PRM): Software to track leads, training, and payouts (e.g., Salesforce, Allbound, or Impartner).
• Rules of Engagement (RoE): Write a clear document defining who "owns" a lead if both a partner and your sales team contact them. This prevents internal friction.

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Action Plan: How to Start Today

1. Select 3 "Beta" Partners: Don't launch a massive program yet. Pick 3 existing relationships and run a pilot for 90 days.
2. Audit Your Content: Do you have a pitch deck that a partner could use without you in the room? If not, create one this week.
3. Define Your Floor: Decide the minimum deal size you are willing to let a partner handle.

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To help me tailor a more specific execution plan for you, could you provide a bit more detail:

• What is your product/service? (e.g., SaaS, hardware, consulting).
• What is your primary goal for the channel? (e.g., entering a new country, reducing your sales team's workload, or gaining technical expertise).
• Do you have an existing partner program, or are you building this from scratch?