Partner Strategy

Phase 1 — Partnership Thesis

1.1 The Why: Strategic Rationale

Define why partnerships are the right growth lever for this company at this stage. Answer:

partnership_rationale:
  market_velocity_gap: ""      # Where organic sales is too slow to penetrate fast enough
  credibility_gap: ""          # Where partner brand credibility unlocks doors that direct sales cannot
  delivery_gap: ""             # Where the product requires consulting/implementation that we don't provide
  geographic_gap: ""           # Markets where partners have reach we lack
  cost_efficiency: ""          # Where partner-sourced CAC is lower than direct
  competitive_pressure: ""     # Competitor partnerships that must be countered

1.2 Partnership Model Selection

Identify the right partnership model(s) for each use case:

1.3 Partnership Thesis Statement

PARTNERSHIP THESIS — [Company Name]

We will build a partner-led revenue channel that contributes [X]% of total ARR
within [N] years by partnering with [partner types] who serve [ICP] in [markets].

We will prioritize [co-sell | implementation | JV] models because [rationale].

Partner-led growth accelerates our market penetration by [specific mechanism]:
[Big 4 / consulting firms] provide access to [ICP] accounts we cannot reach
directly, while [product firms] extend our platform reach into [adjacent use cases].

The program will be measured by: [north star metric — e.g., partner-sourced ARR].

Phase 2 — Market Mapping

2.1 Partner Landscape Map

Map the full universe of potential partners by type and strategic value:

PARTNER LANDSCAPE — [Company] — [Date]

TIER A: Strategic Partners (Platinum target)
┌──────────────────────────────────────────────────────────────────┐
│ Big 4 Consulting                                                  │
│   Deloitte — [relevant practice: Digital, Risk, Technology]       │
│   PwC      — [relevant practice: Consulting, Digital Services]    │
│   EY       — [relevant practice: Technology Consulting]           │
│   KPMG     — [relevant practice: Advisory, Technology]            │
├──────────────────────────────────────────────────────────────────┤
│ Global Systems Integrators (GSIs)                                 │
│   Accenture — [practice area]; [geographic strength]             │
│   Cognizant — [industry strength]; [delivery model]              │
│   Infosys   — [platform strength]; [scale]                       │
│   TCS       — [industry focus]; [geographic reach]               │
│   Wipro     — [niche strength]; [partnership maturity]            │
└──────────────────────────────────────────────────────────────────┘

TIER B: Growth Partners (Gold target)
┌──────────────────────────────────────────────────────────────────┐
│ Boutique Consultancies (vertical-specific)                        │
│   [Firm 1] — [industry]; [ICP overlap]; [size]                   │
│   [Firm 2] — [industry]; [ICP overlap]; [size]                   │
├──────────────────────────────────────────────────────────────────┤
│ Regional / Mid-Market SIs                                         │
│   [Firm 1] — [geography]; [ICP]; [delivery capability]           │
├──────────────────────────────────────────────────────────────────┤
│ Product / ISV Partners                                            │
│   [Vendor 1] — [integration value]; [co-sell potential]          │
│   [Vendor 2] — [OEM opportunity]; [shared ICP]                   │
└──────────────────────────────────────────────────────────────────┘

TIER C: Long-Tail / Registered Partners
  Small boutiques, regional resellers, individual advisors
  → Self-serve partner portal; automated onboarding; minimal investment

2.2 Partner Attractiveness Scoring

Score each potential partner before assigning resources:

Partner Attractiveness Score =
  (ICP Client Overlap × 30%)    # Do they serve our exact ICP?
+ (Market Influence × 25%)      # Brand credibility with our buyers?
+ (Practice Alignment × 20%)    # Do they have a practice that maps to our product?
+ (Partnership Appetite × 15%)  # Have they partnered with similar vendors?
+ (Revenue Potential × 10%)     # Addressable pipeline they could generate?

Score ≥ 75: Priority recruitment target. Score 50–74: Secondary target — recruit after Priority tier is active. Score < 50: Opportunistic only — do not invest unless inbound.

2.3 Competitor Partner Ecosystem Analysis

Map which partners your top 3 competitors have signed:

Gap and counter-strategy: Which partners are available or under-served by competitors? Recruit those first. Which are locked to a competitor? Develop a counter-narrative and approach their adjacent partners.

Phase 3 — Partner Tier Framework

3.1 Tier Criteria Definition

Design the tier system based on company stage and program maturity:

partner_tiers:
  platinum:
    name: "Platinum"
    annual_pipeline_target: "$2M+"
    certified_individuals: 5
    dedicated_practice: true    # dedicated practice or center of excellence
    benefits:
      - Dedicated Partner Account Manager (PAM)
      - Top MDF allocation ($[X]/yr)
      - Executive-to-executive relationships (CPO ↔ VP Alliance at partner)
      - Early product access (beta program)
      - Co-branded marketing campaigns
      - Premium placement in partner directory
      - Joint PR and press release on major wins
    commitments:
      - Joint business plan (signed by VP+)
      - Quarterly Business Review (QBR)
      - Minimum 4 joint go-to-market activities per year
      - Named PAM at the partner firm

  gold:
    name: "Gold"
    annual_pipeline_target: "$500K–$2M"
    certified_individuals: 3
    dedicated_practice: false
    benefits:
      - PAM shared across 3–5 Gold partners
      - MDF allocation ($[X]/yr)
      - Access to partner portal and deal registration
      - Joint webinars and co-marketing
      - Partner directory listing
    commitments:
      - Semi-annual business review
      - Minimum 2 joint go-to-market activities per year
      - Deal registration within 5 business days

  silver:
    name: "Silver"
    annual_pipeline_target: "$100K–$500K"
    certified_individuals: 1
    benefits:
      - Partner portal access
      - Training and certification
      - Deal registration
    commitments:
      - Annual review
      - 1 joint webinar per year

  registered:
    name: "Registered"
    annual_pipeline_target: ""
    benefits:
      - Limited deal registration
      - Self-serve training access
    commitments: []

3.2 Tier Movement Rules

• Promotion: Evaluated at each QBR; automatic promotion if criteria met for 2 consecutive quarters
• Demotion: Warning issued at QBR if criteria missed for 1 quarter; demotion after 2 consecutive misses
• Exit: Partnership agreement terminated if no pipeline activity in 12 months (Registered: 6 months)

Phase 4 — Build vs. Partner Decision Framework

For each capability or market need, evaluate whether to build internally, acquire, or partner:

BUILD vs. PARTNER vs. ACQUIRE Decision Matrix

For each gap identified:

  IF: Core to our product differentiation AND we have engineering capacity
  → BUILD internally

  IF: Adjacent to our product, complementary, but not core
  AND: A strong partner exists who serves our ICP AND partner economics are positive
  → PARTNER

  IF: Critical to market position AND building would take > 18 months
  AND: An acquisition target exists within budget
  → ACQUIRE

  IF: Market entry vehicle in a new geography or vertical
  AND: A partner has existing relationships and local presence
  → PARTNER (with JV consideration if revenue scale justifies it)

Document every build-vs-partner decision with a rationale log:

DECISION [D-001]: [Capability / Market]
Decision: BUILD | PARTNER | ACQUIRE
Rationale: [2–3 sentences]
Partner considered (if PARTNER): [Name]
Review date: [Quarterly]

Phase 5 — Partnership OKRs & Roadmap

5.1 Annual Partnership OKRs

partnership_okrs:
  - objective: "Establish a world-class partner ecosystem that drives [X]% of ARR"
    key_results:
      - "Sign [N] Platinum partners by [date]"
      - "Achieve $[X] in partner-sourced pipeline by end of [year]"
      - "Reach [N] certified partner individuals across all tiers"
      - "Partner NPS score ≥ [N]"

  - objective: "Build market credibility through alliance thought leadership"
    key_results:
      - "Publish [N] co-authored whitepapers or reports with Platinum partners"
      - "Appear on [N] partner-hosted stages or events"
      - "Generate [N] joint press mentions featuring partner relationships"

  - objective: "Operationalize the partner program for scale"
    key_results:
      - "Launch partner portal with self-serve training and deal registration"
      - "Achieve 48-hour deal registration response SLA at 95%+ compliance"
      - "Complete QBRs with 100% of Platinum and Gold partners"

5.2 Multi-Quarter Partnership Roadmap

PARTNERSHIP ROADMAP — [Year]

Q1: Foundation
  ├── Finalize partnership thesis and tier framework
  ├── Launch outreach to top 5 priority partners (Big 4 + 1 GSI)
  ├── Sign first Platinum partner agreement
  └── Stand up partner portal (self-serve training + deal registration)

Q2: First Revenue
  ├── Enable first Platinum partner (training + certification completed)
  ├── First joint co-sell meetings with Platinum partner
  ├── Sign 2 Gold partners from boutique consultancy tier
  ├── Publish first joint whitepaper with Platinum partner
  └── First partner QBR completed

Q3: Scale
  ├── Onboard second Platinum partner
  ├── Partner-sourced pipeline > $[X] (first meaningful contribution)
  ├── Launch partner-specific events program (joint webinar series)
  ├── Implement MDF program for Gold and Platinum partners
  └── First joint win closed with a partner

Q4: Acceleration
  ├── All Platinum + Gold partners certified and in active co-sell
  ├── Partner-sourced ARR hits [X]% of total ARR
  ├── Board report shows positive partnership ROI
  ├── Roadmap for Year 2 (geographic expansion, JV exploration)
  └── Annual Partner Summit (inaugural)

Phase 6 — Partnership Governance Model

6.1 Internal RACI

(R = Responsible, A = Accountable, C = Consulted, I = Informed)

6.2 Executive Relationship Map

Maintain an executive sponsor mapping for all Platinum partners:

Quality Rules

• Never start partner recruitment without a signed-off partnership thesis — recruiting without strategy creates incoherent partner portfolios.
• Build-vs-partner decisions must include Finance input — emotional partnerships that destroy margin are worse than no partnerships.
• OKRs must include both leading indicators (meetings, proposals) and lagging indicators (revenue, certified partners) — never measure only one.
• Tier criteria must be enforced — a Platinum partner who misses pipeline targets for two consecutive quarters must be moved to Gold, or the tier framework becomes meaningless.
• The roadmap must be revisited quarterly — partnerships are a dynamic motion, not a set-and-forget strategy.
• Competitor ecosystem mapping must be refreshed every 6 months — the partner landscape shifts and you must react before it harms your market position.