partnership-strategy
Use this skill when planning co-marketing campaigns, technology integrations, channel partnership programs, or affiliate programs. Triggers on partner strategy, co-marketing, co-selling, integration partnerships, channel sales, reseller programs, affiliate commission structures, partner enablement, partner portals, referral programs, joint go-to-market, ecosystem development, and any task involving building or managing business partnerships.
sales partnershipsco-marketingintegrationsaffiliateschannelecosystemWhat is partnership-strategy?
Use this skill when planning co-marketing campaigns, technology integrations, channel partnership programs, or affiliate programs. Triggers on partner strategy, co-marketing, co-selling, integration partnerships, channel sales, reseller programs, affiliate commission structures, partner enablement, partner portals, referral programs, joint go-to-market, ecosystem development, and any task involving building or managing business partnerships.
partnership-strategy
partnership-strategy is a production-ready AI agent skill for claude-code, gemini-cli, openai-codex. Planning co-marketing campaigns, technology integrations, channel partnership programs, or affiliate programs.
Quick Facts
| Field | Value |
|---|---|
| Category | sales |
| Version | 0.1.0 |
| Platforms | claude-code, gemini-cli, openai-codex |
| License | MIT |
How to Install
- Make sure you have Node.js installed on your machine.
- Run the following command in your terminal:
npx skills add AbsolutelySkilled/AbsolutelySkilled --skill partnership-strategy- The partnership-strategy skill is now available in your AI coding agent (Claude Code, Gemini CLI, OpenAI Codex, etc.).
Overview
Partnership strategy is the discipline of designing, launching, and scaling mutually beneficial relationships between companies to drive growth that neither could achieve alone. It spans four major pillars: co-marketing (joint campaigns and content), technology integrations (building product connections), channel partnerships (resellers, distributors, and VARs), and affiliate programs (commission-based referral networks). Effective partnership strategy requires balancing short-term revenue goals with long-term ecosystem value.
Tags
partnerships co-marketing integrations affiliates channel ecosystem
Platforms
- claude-code
- gemini-cli
- openai-codex
Related Skills
Pair partnership-strategy with these complementary skills:
Frequently Asked Questions
What is partnership-strategy?
Use this skill when planning co-marketing campaigns, technology integrations, channel partnership programs, or affiliate programs. Triggers on partner strategy, co-marketing, co-selling, integration partnerships, channel sales, reseller programs, affiliate commission structures, partner enablement, partner portals, referral programs, joint go-to-market, ecosystem development, and any task involving building or managing business partnerships.
How do I install partnership-strategy?
Run npx skills add AbsolutelySkilled/AbsolutelySkilled --skill partnership-strategy in your terminal. The skill will be immediately available in your AI coding agent.
What AI agents support partnership-strategy?
This skill works with claude-code, gemini-cli, openai-codex. Install it once and use it across any supported AI coding agent.
Maintainers
Generated from AbsolutelySkilled
SKILL.md
Partnership Strategy
Partnership strategy is the discipline of designing, launching, and scaling mutually beneficial relationships between companies to drive growth that neither could achieve alone. It spans four major pillars: co-marketing (joint campaigns and content), technology integrations (building product connections), channel partnerships (resellers, distributors, and VARs), and affiliate programs (commission-based referral networks). Effective partnership strategy requires balancing short-term revenue goals with long-term ecosystem value.
When to use this skill
Trigger this skill when the user:
- Wants to design a co-marketing campaign with another company
- Needs to structure a technology integration partnership
- Asks about building a channel partner or reseller program
- Wants to launch or optimize an affiliate/referral program
- Needs a partner evaluation framework or scorecard
- Asks about partner enablement, onboarding, or portal design
- Wants to structure revenue-sharing or commission models
- Needs a joint go-to-market (GTM) plan with a partner
Do NOT trigger this skill for:
- Internal sales strategy with no partner involvement - use a sales skill
- Pure product integration architecture without a business relationship - use an API design or system design skill
Key principles
Mutual value or no deal - Every partnership must create clear, measurable value for both sides. If the value flows only one direction, the partnership will collapse within two quarters. Map each partner's incentives explicitly before signing anything.
Start narrow, expand on proof - Launch with one joint activity (a single co-marketing campaign, one integration, a pilot channel program) and measure results before scaling. Broad partnerships with vague scope produce zero outcomes.
Operationalize everything - A partnership without a shared project plan, named owners, regular check-ins, and tracked KPIs is just a press release. Treat partner programs with the same operational rigor as internal product launches.
Align on ICP overlap - The strongest partnerships serve the same ideal customer profile (ICP) from different angles. If your ICPs don't overlap by at least 60%, the partnership will produce low-quality leads and frustrated sales teams on both sides.
Protect the brand asymmetrically - Your partner's reputation becomes yours and vice versa. Vet partners thoroughly. Define brand usage guidelines upfront. One bad partner experience can damage trust with hundreds of your customers.
Core concepts
Partnership types spectrum
| Type | Revenue model | Effort | Timeline to ROI |
|---|---|---|---|
| Co-marketing | Shared leads, shared costs | Low-medium | 1-3 months |
| Technology integration | Usage-driven revenue, product stickiness | High | 3-6 months |
| Channel/reseller | Revenue share (20-40% typical) | High | 6-12 months |
| Affiliate/referral | Commission per sale (5-30% typical) | Low | 1-3 months |
| Strategic/OEM | Licensing, bundling | Very high | 6-18 months |
The partner lifecycle
Partners move through five stages: Identify (find potential partners via ICP overlap analysis) -> Evaluate (score fit using a partner scorecard) -> Activate (sign agreement, run first joint activity) -> Scale (expand programs, deepen integration) -> Optimize (review performance, renegotiate terms, or sunset). Most failed partnerships skip the Evaluate stage.
Partner tiers
Mature programs use a tiered structure to allocate resources proportionally:
- Strategic (top 3-5 partners) - Dedicated partner manager, joint roadmap, executive sponsor, co-selling motion
- Growth (10-20 partners) - Shared partner manager, quarterly business reviews, co-marketing campaigns
- Ecosystem (unlimited) - Self-serve portal, automated onboarding, marketplace listing, affiliate commissions
Common tasks
1. Evaluate a potential partner
Use a weighted scorecard to avoid gut-feel decisions.
Partner evaluation scorecard:
Category Weight Score (1-5) Weighted
----------------------------------------------------------
ICP overlap 25% ___ ___
Product complementarity 20% ___ ___
Market reach / audience 15% ___ ___
Brand reputation 15% ___ ___
Technical readiness 10% ___ ___
Executive sponsorship 10% ___ ___
Cultural alignment 5% ___ ___
----------------------------------------------------------
Total 100% ___/5.0
Threshold: >= 3.5 = pursue, 2.5-3.4 = conditional, < 2.5 = passNever skip the ICP overlap analysis. It's the single strongest predictor of partnership success.
2. Design a co-marketing campaign
Joint campaign planning template:
Campaign name: [Descriptive name]
Partners: [Company A] x [Company B]
Objective: [Shared goal - e.g., generate 500 MQLs each]
Target audience: [Shared ICP description]
Campaign type: [Webinar | eBook | Event | Integration launch]
Responsibilities:
Company A: [Content creation, landing page, paid promo]
Company B: [Speaker, email list, social amplification]
Lead sharing:
- All registrants shared with both parties
- Leads scored by [criteria] before handoff to sales
- No cold outreach to partner's existing customers
Timeline:
Week 1-2: Content creation and review
Week 3: Landing page live, promotion begins
Week 4: Event / launch
Week 5-6: Follow-up nurture sequence
Success metrics:
- Registrations: [target]
- Attendance rate: [target, benchmark 40-50% for webinars]
- MQLs generated per side: [target]
- Pipeline influenced: [target dollar amount]3. Structure a technology integration partnership
Integration partnership framework:
Integration type: [API | Marketplace | Native | Embedded]
Value to our users: [What problem does this solve?]
Value to partner's users: [What problem does this solve?]
Technical scope:
- Data flow: [One-way | Bidirectional]
- Auth method: [OAuth 2.0 | API key | Webhook]
- Maintenance owner: [Who updates when APIs change?]
Business terms:
- Revenue model: [Free | Revenue share | Referral fee]
- Exclusivity: [None | Category exclusive | Time-limited]
- Joint roadmap cadence: [Quarterly sync]
Go-to-market:
- Launch announcement: [Blog post, email, social]
- Documentation: [Joint setup guide]
- Marketplace listing: [Description, screenshots, install flow]Always define who owns maintenance when APIs change. This is the number one cause of integration partnership disputes.
4. Build a channel partner program
Channel program structure:
Program tiers:
Registered - Free, self-serve signup, 10% discount on resale
Silver - $10K annual commitment, 20% margin, deal registration
Gold - $50K annual commitment, 30% margin, dedicated support, co-selling
Platinum - $200K+ annual commitment, 35-40% margin, joint business plan
Partner requirements per tier:
- Certified sales reps: [1 | 2 | 5 | 10]
- Certified technical staff: [0 | 1 | 3 | 5]
- Quarterly revenue minimum: [none | $25K | $100K | $250K]
- Customer satisfaction score: [none | none | 4.0+ | 4.5+]
Enablement provided:
- Sales playbook and battle cards
- Demo environment access
- Lead sharing from inbound leads in partner's territory
- Partner portal with deal registration, training, and collateral
- MDF (Market Development Funds) at Gold+ tiers5. Launch an affiliate program
Affiliate program design:
Commission structure:
- First sale: [20-30% of first payment]
- Recurring: [10-20% for 12 months | lifetime]
- Bonus tiers: [5+ sales/month = 5% bump]
- Cookie duration: [30 | 60 | 90 days]
Attribution model: [Last click | First click | Multi-touch]
Affiliate tiers:
Standard - Self-serve signup, standard commission
Preferred - Application-based, higher commission, early access
Ambassador - Invite-only, custom terms, co-creation opportunities
Tooling:
- Tracking platform: [PartnerStack | Impact | FirstPromoter | Custom]
- Creative assets: banners, email swipes, social copy, landing pages
- Reporting dashboard: real-time commissions, clicks, conversions
Fraud prevention:
- Minimum payout threshold: [$50-100]
- Review window before payout: [30 days]
- Prohibited: self-referrals, coupon sites (unless approved), brand bidding
- Clawback clause for refunds within [30-60] days6. Create a joint go-to-market plan
Joint GTM template:
Partners: [Company A] x [Company B]
Joint value proposition: [One sentence - what can customers do now
that they couldn't before?]
Target accounts: [Named account list or ICP criteria]
GTM motions:
1. Co-selling: Sales teams intro each other into active deals
2. Co-marketing: [2-4 joint campaigns per quarter]
3. Product: Integration featured in onboarding flow
4. Customer success: Joint QBRs for shared customers
Revenue tracking:
- Partner-sourced: Partner brought the lead
- Partner-influenced: Partner helped close an existing lead
- Attribution via: [UTM parameters | deal registration | CRM field]
Cadence:
- Weekly: Slack channel for deal-level collaboration
- Monthly: Partner manager sync (pipeline review)
- Quarterly: Executive business review (QBR)
- Annually: Joint planning session (goals, budgets, programs)7. Design partner enablement and onboarding
Partner onboarding sequence (first 30 days):
Day 1-3: Welcome email + portal access + program guide
Day 3-7: Sales certification (online, self-paced, 2-hour module)
Day 7-14: Technical certification (hands-on lab, 4-hour module)
Day 14-21: First joint call with partner manager (pipeline review)
Day 21-30: First co-selling opportunity or co-marketing activity
Enablement assets to prepare:
- Partner sales playbook (ICP, objection handling, pricing)
- Battle cards vs. competitors
- Demo environment with sample data
- Case studies featuring partner-sourced deals
- Branded collateral templates (co-brandable)
- Integration setup guide (if technical partnership)Anti-patterns / common mistakes
| Mistake | Why it's wrong | What to do instead |
|---|---|---|
| Signing partners without ICP overlap analysis | Produces zero-quality leads, wastes both teams' time | Score ICP overlap before any agreement; require >= 60% overlap |
| "Partnership" with no shared KPIs | No accountability, relationship drifts to inactivity | Define 3-5 joint KPIs at kickoff; review monthly |
| Launching all partnership types at once | Spreads resources thin, nothing reaches critical mass | Pick one type, prove ROI, then expand |
| Offering the same terms to all partners | Over-invests in low performers, under-invests in top ones | Use a tiered structure with escalating benefits and requirements |
| No deal registration system for channel | Channel conflict and double-commissioning | Implement deal registration with approval workflow from day one |
| Affiliate program with no fraud controls | Coupon stuffing, self-referrals, brand bidding drain budget | Set cookie limits, review periods, prohibited tactics, clawback clauses |
Gotchas
"Partner" and "integration partner" are completely different contractual relationships - A technology integration can go live with no contract, no revenue sharing, and no co-marketing. But calling it a "partnership" internally creates expectations of joint pipeline, shared KPIs, and dedicated resources that never materialize. Distinguish clearly: integration (technical), referral (commercial), and strategic (joint GTM) - each needs a different agreement and operational model.
Lead sharing without a no-compete clause causes channel conflict - When a co-marketing campaign generates leads and both sales teams call the same prospect the same week with conflicting positioning and pricing, the prospect loses confidence in both vendors. Define lead ownership, territory, and sequencing in writing before the first campaign launches.
Affiliate fraud is systematic, not occasional - Without clawback clauses, cookie stuffing detection, and self-referral controls, well-funded bad actors will generate fake signups at scale. First-party fraud (affiliate signs up themselves using referral link) and coupon site abuse can consume 20-40% of affiliate payouts before you notice. Build fraud controls into the program design, not as a post-launch patch.
Partner portals built without self-serve onboarding stall at activation - A portal that requires a human to approve access, manually create accounts, or send welcome emails creates bottlenecks that prevent the Ecosystem tier from scaling. Partners who wait more than 48 hours for access rarely activate. Build fully automated self-serve onboarding as a launch requirement, not a phase-two feature.
QBRs without pre-shared data produce defensive conversations, not alignment - Arriving at a quarterly business review without sending pipeline data, co-marketing metrics, and KPI performance to the partner 48 hours in advance turns the meeting into a data-gathering session instead of a strategic review. Send the data package in advance and use the meeting to discuss implications and next quarter's plan.
References
For detailed guidance on specific partnership sub-domains, read the relevant
file from the references/ folder:
references/co-marketing-playbook.md- Deep dive on joint campaign types, lead sharing mechanics, co-branded content guidelines, and MDF allocationreferences/channel-program-operations.md- Partner portal features, deal registration workflows, certification programs, and QBR templatesreferences/affiliate-program-design.md- Commission modeling, fraud prevention frameworks, affiliate recruitment strategies, and platform selection
Only load a references file if the current task requires it - they are long and will consume context.
References
affiliate-program-design.md
Affiliate Program Design
Commission modeling
Commission structures compared
| Structure | Example | Best for | Risk |
|---|---|---|---|
| Flat fee per sale | $50 per signup | Low-ACV products (< $100/mo) | Overpaying for upsells |
| Percentage of first sale | 25% of first payment | Mid-ACV products | Front-loaded cost |
| Recurring percentage | 15% monthly for 12 months | SaaS with high LTV | Long-term cost commitment |
| Lifetime recurring | 10% for life of customer | High-retention products | Unpredictable costs |
| Tiered by volume | 20% base, 25% at 10+ sales/mo | Scaling affiliates | Complexity |
| Hybrid | $100 flat + 10% recurring 12 mo | Balancing incentives | Harder to explain |
How to set commission rates
Calculate your customer acquisition cost (CAC) from other channels (paid ads, content, sales). Your affiliate commission should be at or below this number.
Work backwards from LTV - If customer lifetime value is $5,000 and your target LTV:CAC ratio is 3:1, your max CAC is ~$1,667. Affiliate commission should be well under this.
Benchmark by industry:
- SaaS: 15-30% of first year or 10-20% recurring
- E-commerce: 5-15% per sale
- Financial services: $50-200 per qualified lead
- Education / courses: 20-50% per sale
Account for cookie duration - Longer cookies (90 days) cost more because they attribute more organic conversions to affiliates. Shorter cookies (30 days) are cheaper but less attractive to affiliates.
Commission calculator template
Inputs:
Average contract value (ACV): $[X]/year
Average customer lifetime: [X] years
Customer LTV: $[X]
Target LTV:CAC ratio: [3]:1
Max acceptable CAC: $[X]
Current blended CAC (non-affiliate): $[X]
Commission options:
A) Flat fee: $[X] per sale -> Effective CAC: $[X]
B) 20% of first year: $[X] -> Effective CAC: $[X]
C) 15% recurring x 12 months: -> Effective CAC: $[X]
Recommendation: Option [X] because [reasoning]Fraud prevention framework
Common affiliate fraud types
| Fraud type | How it works | Detection method |
|---|---|---|
| Self-referral | Affiliate refers themselves or company | Match affiliate email domain to customer domain |
| Cookie stuffing | Affiliate forces cookie drops via hidden iframes | Monitor for clicks without matching page views |
| Brand bidding | Affiliate bids on your brand keywords in search ads | Regular brand keyword monitoring in Google Ads |
| Coupon hijacking | Affiliate claims credit for users searching for existing coupons | Track coupon code origin vs. affiliate source |
| Fake leads | Affiliate submits fabricated information | Validate email domains, check for patterns, phone verification |
| Click fraud | Bot-generated clicks to inflate commissions on CPC deals | Analyze click-to-conversion ratio, IP patterns |
Prevention controls
Technical controls:
- Require email verification before commission eligibility
- Block commissions from disposable email domains
- Set minimum conversion rate threshold (flag if < 0.5%)
- Monitor for abnormal click patterns (> 1000 clicks, 0 conversions)
- IP fingerprinting to detect self-referrals
- Automated brand keyword monitoring (weekly)
Policy controls:
- 30-day review window before any payout
- Minimum payout threshold: $50-100
- Clawback clause: refunds within 60 days reverse the commission
- Prohibited tactics list in affiliate agreement:
* Self-referrals
* Brand keyword bidding (unless approved)
* Coupon/deal sites (unless approved)
* Incentivized traffic (pay-to-click, reward sites)
* Cookie stuffing or forced clicks
* Misleading claims about the product
Monitoring cadence:
- Daily: Automated anomaly alerts (unusual click/conversion spikes)
- Weekly: Brand keyword audit
- Monthly: Manual review of top 20 affiliates by volume
- Quarterly: Full program audit (terms compliance, fraud patterns)Affiliate recruitment strategies
Where to find affiliates
| Source | Quality | Volume | Effort |
|---|---|---|---|
| Existing customers | Very high | Low | Medium |
| Industry bloggers / YouTubers | High | Low-medium | High |
| Affiliate networks (ShareASale, CJ) | Medium | High | Low |
| Competitor affiliate programs | Medium-high | Medium | Medium |
| Social media influencers | Variable | Medium | High |
| Review sites (G2, Capterra) | Medium | Low | Low |
| Partner program graduates | High | Low | Low |
Recruitment outreach template
Subject: Partner with [Your Company] - earn [X]% commission
Hi [Name],
I've been following your [blog/YouTube/podcast] on [topic] and really
enjoyed your [specific piece of content]. Your audience aligns well
with [Your Company]'s users.
We just launched our affiliate program and I think it could be a great
fit:
- [X]% commission on every sale you refer
- [X]-day cookie duration
- Average earnings per referral: $[X]
- Dedicated affiliate manager (me)
- Custom landing pages and creative assets
A few of our affiliates are earning $[X]-[X]/month by [specific tactic -
e.g., including us in tool comparison posts].
Would you be open to a 15-minute call this week to discuss?
[Your name]
[Your title]Affiliate onboarding sequence
Day 0: Welcome email + portal access + getting started guide
Day 1: Intro call with affiliate manager (15 min)
- Walk through product value prop
- Review commission structure
- Share top-performing content strategies
Day 3: Send creative asset pack (banners, email swipes, social copy)
Day 7: Check-in email: "Have you placed your first link?"
Day 14: Share case study of successful affiliate
Day 21: Offer to create a custom landing page if they have > 1K audience
Day 30: First performance review - celebrate first conversions or
troubleshoot if nonePlatform selection guide
Key features to evaluate
| Feature | Must-have | Nice-to-have |
|---|---|---|
| Real-time tracking dashboard | Yes | |
| Automated payouts (PayPal, wire) | Yes | |
| Custom commission structures | Yes | |
| Fraud detection | Yes | |
| Affiliate portal / self-serve | Yes | |
| Multi-tier commissions | Yes | |
| API access | Yes | |
| CRM integration (Salesforce, HubSpot) | Yes | |
| Custom landing page builder | Yes | |
| White-label portal | Yes |
Platform comparison
| Platform | Best for | Pricing model | Key strength |
|---|---|---|---|
| PartnerStack | B2B SaaS | % of payouts + base | Full PRM + affiliate |
| Impact | Enterprise, multi-channel | Custom | Advanced attribution |
| FirstPromoter | SaaS startups | Flat monthly | Simple, developer-friendly |
| Rewardful | Stripe-based SaaS | Flat monthly | Deep Stripe integration |
| ShareASale / CJ | E-commerce, high volume | % of payouts | Large affiliate network |
| Tapfiliate | Mid-market | Flat monthly | Flexible, good API |
| Custom (in-house) | Unique needs | Dev cost | Full control |
Build vs. buy decision framework
Build in-house if:
- You have unique attribution requirements
- Your commission structure is highly custom
- You process > 10,000 affiliate transactions/month
- You need deep integration with proprietary systems
Buy a platform if:
- You're launching your first affiliate program
- You need to move fast (< 4 weeks to launch)
- You want access to an existing affiliate network
- You have < 500 affiliates
Measuring affiliate program health
Key metrics
| Metric | Healthy benchmark | Warning sign |
|---|---|---|
| Active affiliate rate | > 10% of total affiliates | < 5% |
| Click-to-conversion rate | 2-10% (varies by niche) | < 1% or > 20% (fraud) |
| Avg revenue per affiliate | > $200/month (top 20%) | Declining QoQ |
| Earnings per click (EPC) | $0.50-5.00 | < $0.10 |
| Refund rate from affiliates | < 10% | > 15% (quality issue) |
| Time to first sale | < 30 days | > 60 days (onboarding issue) |
| Top 10 affiliate concentration | < 60% of revenue | > 80% (risk) |
Monthly reporting template
AFFILIATE PROGRAM REPORT - [Month Year]
Program size:
Total affiliates: [N]
Active (1+ click): [N] ([X]%)
Producing (1+ sale): [N] ([X]%)
New this month: [N]
Revenue:
Gross revenue from affiliates: $[X]
Commissions paid: $[X]
Net revenue: $[X]
Effective CAC: $[X]
Performance:
Total clicks: [N]
Conversions: [N]
Conversion rate: [X]%
Avg EPC: $[X]
Top 5 affiliates:
1. [Name] - $[X] revenue, [N] sales
2. ...
Fraud / compliance:
Flagged transactions: [N]
Reversed commissions: $[X]
Affiliates removed: [N]
Actions for next month:
- [Recruitment, optimization, or policy changes]channel-program-operations.md
Channel Program Operations
Partner portal features
A partner portal is the operational hub for channel partners. Build or buy a portal that includes these features, ordered by priority:
Must-have (launch with these)
- Deal registration - Partners submit opportunities for approval, preventing channel conflict and securing their margin
- Content library - Sales decks, battle cards, case studies, product sheets
- Training / certification - On-demand courses with completion tracking
- Lead distribution - Inbound leads routed to partners by geography or vertical
- Commission / margin tracker - Real-time visibility into earned and pending payouts
Nice-to-have (add within 6 months)
- Co-branded collateral generator - Partners add their logo to approved templates
- Partner directory / locator - Public-facing partner finder for end customers
- MDF request workflow - Submit, approve, and track marketing fund usage
- Performance dashboard - Revenue, pipeline, certification status, tier progress
- Community forum - Partners share best practices and ask questions
Portal platform options
| Platform | Best for | Price range |
|---|---|---|
| PartnerStack | SaaS, affiliate + channel hybrid | $$$ |
| Crossbeam / Reveal | Account mapping + co-selling | $$ |
| Allbound | Full PRM (partner relationship mgmt) | $$$ |
| Salesforce PRM | Enterprise, existing SF customers | $$$$ |
| Custom build | Unique workflows, full control | Varies |
| Notion / Google Sites | MVP / pilot with < 20 partners | Free-$ |
Deal registration workflow
Deal registration prevents channel conflict (two partners or your direct team competing on the same deal) and gives partners confidence to invest in selling.
Registration flow
1. Partner submits deal via portal:
- Customer name and domain
- Opportunity size (estimated ARR)
- Expected close date
- Key contact at customer
- Products / SKUs of interest
2. Auto-checks (immediate):
- Is this customer already in another partner's pipeline? -> flag conflict
- Is this customer already in direct sales pipeline? -> flag for review
- Is the partner's certification current? -> block if expired
3. Partner manager reviews (within 48 hours):
- Approve: Partner gets exclusivity for 90 days
- Reject: Provide clear reason (duplicate, out of territory, etc.)
- Conflict: Mediate between competing partners
4. Approved deal rules:
- 90-day exclusivity window (extendable once by 30 days)
- Partner must update deal status monthly or registration expires
- If deal closes, partner receives tier-appropriate margin
- If registration expires, deal returns to open poolChannel conflict resolution
| Scenario | Resolution |
|---|---|
| Two partners register same deal within 7 days | First to register wins |
| Partner registers deal already in direct pipeline | Direct team owns; partner gets referral fee (5-10%) |
| Partner registers deal, goes silent for 60 days | Send warning at day 45; expire at day 60 |
| Customer requests a different partner | Honor customer preference; compensate original partner with referral fee |
| Partner and direct team both actively selling | Assign to partner if they registered first; assign to direct if they had prior relationship |
Certification programs
Sales certification (required for all partners)
Module 1: Product overview (30 min)
- What the product does, who it's for
- Key differentiators vs. competitors
- Pricing and packaging
Module 2: ICP and discovery (45 min)
- Ideal customer profile
- Discovery questions to ask
- Qualifying criteria (BANT / MEDDIC)
Module 3: Demo and pitch (45 min)
- Standard demo flow
- Handling top 5 objections
- ROI calculator walkthrough
Module 4: Deal mechanics (30 min)
- Deal registration process
- Pricing and discounting guidelines
- Order submission and provisioning
Assessment: 20-question quiz, 80% to pass
Validity: 12 months, then recertifyTechnical certification (required for Gold+ partners)
Module 1: Architecture overview (1 hour)
- System architecture and deployment models
- Integration points and APIs
- Security and compliance
Module 2: Implementation hands-on (2 hours)
- Guided lab: deploy in test environment
- Configure core features
- Integrate with common tools (CRM, SSO, etc.)
Module 3: Troubleshooting (1 hour)
- Common issues and resolution steps
- Escalation path to vendor support
- Log analysis and diagnostics
Assessment: Hands-on lab exam (deploy + configure + troubleshoot)
Validity: 12 monthsQuarterly Business Review (QBR) template
QBR agenda (60 minutes)
[0:00-0:05] Relationship check-in
[0:05-0:15] Performance review (metrics vs. targets)
[0:15-0:25] Pipeline review (top 5 opportunities)
[0:25-0:35] Joint activities review + next quarter planning
[0:35-0:45] Product roadmap update + partner feedback
[0:45-0:55] Action items and commitments
[0:55-0:60] Executive alignment checkQBR metrics dashboard
PARTNER: [Name] TIER: [Silver/Gold/Platinum]
PERIOD: Q[X] [Year] PARTNER MANAGER: [Name]
Revenue Performance
Target: $[X]
Actual: $[X] ([X]% of target)
QoQ growth: [+/- X]%
Deals closed: [N]
Average deal size: $[X]
Pipeline Health
Registered deals: [N]
Pipeline value: $[X]
Win rate: [X]%
Avg sales cycle: [N] days
Enablement
Certified sales reps: [N] / [required]
Certified technical staff: [N] / [required]
Training hours completed: [N]
Engagement
Deal registrations submitted: [N]
Co-marketing activities: [N]
Support escalations: [N]
Portal logins (monthly avg): [N]
Tier Status
Current: [tier]
Next tier requirement: [what's needed]
On track: [Yes/No]Partner compensation models
Reseller margin
Partners buy at a discount and sell at list price (or their own markup):
Registered tier: 10-15% margin
Silver tier: 15-20% margin
Gold tier: 25-30% margin
Platinum tier: 30-40% margin
Deal registration bonus: +5% on registered deals
New logo bonus: +3% on first deal with a new customer
Multi-year bonus: +2% on 2-year deals, +5% on 3-year dealsReferral fee
Partners introduce leads but don't manage the sale:
Qualified referral: $500-2,000 flat fee per meeting that converts to opportunity
Closed-won referral: 10-15% of first-year contract value
Recurring referral: 5-10% for duration of contract (12-24 month cap)Influence / co-sell credit
Partners assist in closing deals alongside your direct sales team:
Co-sell credit: 5-10% of deal value
Applied when partner provides: demo support, technical validation, or
executive introduction that materially advances the deal
Tracked via CRM field: "Partner Influenced" = Yes + partner nameco-marketing-playbook.md
Co-Marketing Playbook
Campaign types ranked by effort and ROI
| Campaign type | Effort | Typical ROI timeline | Best for |
|---|---|---|---|
| Co-branded blog post | Low | 2-4 weeks | Awareness, SEO |
| Joint webinar | Medium | 3-6 weeks | Lead generation |
| Co-authored eBook / guide | Medium-high | 4-8 weeks | Lead gen, thought leadership |
| Joint event booth | High | 6-12 weeks | Enterprise pipeline |
| Product launch co-announcement | Medium | 1-2 weeks | Integration awareness |
| Joint case study | Medium | 4-6 weeks | Mid-funnel credibility |
| Podcast guest swap | Low | 2-3 weeks | Audience cross-pollination |
Lead sharing mechanics
Before the campaign
Define these terms in writing before any joint activity:
Lead ownership - Who owns registrants? Options:
- Both parties get all leads (most common for webinars)
- Leads assigned by geography or company size
- Leads assigned by first-touch attribution
Lead scoring criteria - Agree on what qualifies as an MQL:
- Job title matches ICP (e.g., Director+ at 100-5000 employee companies)
- Engaged with content (attended live, not just registered)
- Company is not already in either partner's active pipeline
Follow-up rules:
- Both parties follow up within 48 hours of event
- No cold-calling the partner's existing customers
- Shared leads tracked in a joint spreadsheet or CRM integration
- Monthly reconciliation of lead status (contacted, meeting booked, closed)
Lead sharing agreement template
LEAD SHARING TERMS - [Campaign Name]
1. Both parties will share the full registration list within 24 hours
of the campaign event.
2. Leads are classified as:
- SHARED: Neither party has an existing relationship
- OWNED-[Company A]: Already in Company A's CRM as active opportunity
- OWNED-[Company B]: Already in Company B's CRM as active opportunity
3. SHARED leads may be contacted by both parties.
OWNED leads may only be contacted by the owning party.
4. Neither party will add shared leads to automated email sequences
without explicit opt-in at the event.
5. Both parties will report lead disposition (contacted / meeting /
opportunity / closed-won / closed-lost) monthly for 6 months.Co-branded content guidelines
Brand usage rules
- Always get written approval for logo usage before publishing
- Use the partner's official logo files (ask, don't screenshot)
- Both logos should appear at equal size and prominence
- Follow each company's brand guidelines for color, spacing, and placement
- Never modify the partner's logo (no recoloring, stretching, or effects)
- Include a disclaimer: "This content is a collaboration between [A] and [B]"
Content approval workflow
Step 1: Agree on topic and outline (both partners approve)
Step 2: One party creates first draft
Step 3: Partner reviews within 5 business days
Step 4: Revision cycle (max 2 rounds)
Step 5: Final approval from both marketing leads
Step 6: Publish simultaneously on both channels (or agree on primary host)Co-branded content types and templates
Joint webinar run-of-show:
[0:00-0:02] Host welcome + housekeeping (Company A moderator)
[0:02-0:05] Problem framing (Company A speaker)
[0:05-0:20] Solution deep dive (Company B speaker)
[0:20-0:35] Live demo / case study (both speakers)
[0:35-0:45] Q&A (moderated by Company A)
[0:45-0:47] CTA: next steps, resources (both companies)
[0:47-0:48] CloseJoint blog post structure:
Title: How [Company A] + [Company B] solve [specific problem]
Author: [Name from A] and [Name from B]
1. The problem (1-2 paragraphs - written by partner closer to the pain)
2. Why this requires both tools (1 paragraph - joint)
3. Step-by-step solution (3-5 steps with screenshots)
4. Results / proof point (metrics, case study quote)
5. CTA: Try it yourself (links to both products)Market Development Funds (MDF)
What MDF covers
MDF is budget allocated to partners to fund joint marketing activities. Typical eligible expenses:
- Event sponsorship or booth fees
- Paid advertising for co-branded campaigns
- Content creation (videos, eBooks, case studies)
- Email marketing to partner's list
- Local meetups or workshops
MDF allocation model
Tier-based allocation:
Silver partners: Up to $2,500/quarter (requires 50% match)
Gold partners: Up to $10,000/quarter (requires 25% match)
Platinum partners: Up to $50,000/quarter (custom terms)
Approval process:
1. Partner submits MDF request (activity, budget, expected outcome)
2. Partner manager reviews within 5 business days
3. Approved funds disbursed after activity is completed + proof submitted
4. Proof of execution: receipts, screenshots, lead list, metrics report
Clawback:
- Unused approved MDF expires at end of quarter
- Funds not substantiated with proof within 30 days are forfeitedMeasuring co-marketing success
Metrics framework
| Metric | Target | How to measure |
|---|---|---|
| Joint registrations | 200-500 per webinar | Registration form |
| Attendance rate | 40-50% | Webinar platform |
| MQLs generated | 50-100 per campaign | CRM + lead scoring |
| Pipeline influenced | 3-5x campaign cost | CRM attribution |
| Partner-sourced revenue | Track over 6 months | Deal registration |
| Content engagement | 2x solo content benchmarks | Analytics platform |
| NPS from joint customers | 50+ | Post-campaign survey |
Attribution approach
Use UTM parameters for all co-marketing links:
utm_source=partner
utm_medium=[campaign-type] (webinar, ebook, event)
utm_campaign=[partner-name]-[campaign-name]
utm_content=[specific-asset]Track in CRM with a custom field:
Partner Source= partner namePartner Campaign= campaign namePartner Influence Type= sourced | influenced | accelerated
Frequently Asked Questions
What is partnership-strategy?
Use this skill when planning co-marketing campaigns, technology integrations, channel partnership programs, or affiliate programs. Triggers on partner strategy, co-marketing, co-selling, integration partnerships, channel sales, reseller programs, affiliate commission structures, partner enablement, partner portals, referral programs, joint go-to-market, ecosystem development, and any task involving building or managing business partnerships.
How do I install partnership-strategy?
Run npx skills add AbsolutelySkilled/AbsolutelySkilled --skill partnership-strategy in your terminal. The skill will be immediately available in your AI coding agent.
What AI agents support partnership-strategy?
partnership-strategy works with claude-code, gemini-cli, openai-codex. Install it once and use it across any supported AI coding agent.