Partnerships Program — B2B

We designed and launched a partner program that 3× grew the co-sell pipeline, expanded deal sizes by 31%, and delivered a repeatable alliance motion.

  • B2B
  • Channel & Alliances
  • Co-sell
  • Enablement

Client

Company: B2B SaaS vendor (workflow automation)

Stage: Series A · 70 FTE

Scope: Design & launch partner program; alliances & co-sell motions

Objectives

  • Define partner value prop & tiers
  • Stand up sourcing → selection → onboarding
  • Launch enablement kits & deal registration
  • Build co-marketing/co-sell playbook and KPIs

Constraints

  • No PRM/portal at start
  • Limited enablement content
  • Mixed geos; fragmented ICPs

12–16 week plan

  1. Weeks 1–2 — Discovery & Baseline

    Partner landscape, attach motions, ACV mapping, content gap analysis, KPI framework.

  2. Weeks 3–4 — Program Design

    Tiers, benefits/requirements, MDF, legal pack, deal reg rules, source/close credit.

  3. Weeks 5–10 — Sourcing & Enablement

    Shortlist 40 → 18 calls → 9 signed; onboarding kits, demo scripts, playbooks, QBR cadence.

  4. Weeks 11–16 — Co-sell & Scale

    Joint campaigns, pipeline sync, partner-led events, PRM light (HubSpot + portal v1).

What we did

Program & economics

Clear tiers, rules of engagement, incentives and MDF with positive unit economics.

  • Source/assist/close credit policy
  • Margin model & payout schedule

Partner acquisition

Ideal partner profile, outreach sequences, joint value prop by vertical.

  • Scorecarded pipeline of partners
  • Contract & onboarding checklist

Enablement & co-sell

Demo kits, discovery guides, one-pagers, playbooks; weekly pipeline syncs & QBRs.

  • Deal reg & SLA handling
  • Co-marketing campaign kits

Outcomes

Pipeline

  • 3× partner co-sell pipeline
  • +41% SQL→opportunity rate in partner-sourced deals
  • 2 joint lighthouse customers

Revenue quality

  • +31% average deal size
  • −12% average payback vs. direct
  • Improved multi-year commitments

Partner health

  • NPS 64 from partners
  • Enablement completion > 85%
  • QBR cadence adopted across all tiers
“The partner engine went from zero to running in weeks. Clear rules, strong enablement, and pipeline we can forecast.”
— Thomas Weber, Alliances Director, CloudMatrix

Need a partner motion that sells?

We’ll map your program design, first 10 partners, and a co-sell play you can scale.

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