You want to grow. You want coverage in new markets. And fast.
Enter the channel partner strategy: local reps, reseller networks, regional specialists.
On paper, it scales.
In practice, it can feel like roulette some partners go all-in, others vanish after signing the contract.
Here’s how to expand with partners without handing over the keys too soon.
Qualify Like You’re Hiring
A signed partner agreement doesn’t mean they’ll sell. Vet them like early employees. Ask:
- Who’s their first prospect for this?
- What will they do in the first 30 days?
- Have they sold adjacent security tools before?
If you wouldn’t trust them to carry quota internally, don’t outsource the brand.
Make Your Program Ready to Ship
Don’t improvise once they’re in. Have your partner program packaged and ready:
- A clear pitch deck
- Collateral they can customise
- Playbooks for demo, follow up, and objection handling
Bonus points if you have a portal. Even a simple one. Centralised content, deal registration, training modules, something they can access without emailing you every day.
Partners don’t want a mystery. They want momentum.
Start With Controlled Access
Limit what they can represent. One vertical, one use case, one region. See how they do. Channel isn’t “set and forget” it’s earned.
Create a crawl-walk-run model:
- Crawl: enablement, basic collateral, sandbox
- Walk: shared opportunities, co-selling
- Run: full access to pricing, support, roadmap sessions
Build Shared Metrics Early
Define success fast: deals registered, demos run, follow-ups closed. If it’s all soft signals and “pipeline building,” pause.
Set a 90 day review by default. If they’re inactive, don’t extend. Churn your channel like you would bad-fit users.
Stay in the Loop Without Micromanaging
Your partner is the seller, but you still own the customer experience. Add pre-sales check-ins. Sit in on the first few calls. Don’t be the founder who finds out from a prospect what your partner promised.
Reward Focus, Not Just Revenue
Sometimes the best partners bring consistency, not volume. Reward clear use-case wins, tight execution, or market entry, even if revenue is slow. These are long games. Measure momentum.
Remember: Channel Is a Multiplier, Not a Shortcut
If your message is unclear, your partner won’t fix it. If your onboarding breaks, theirs will too. Partners don’t replace product-market fit. They extend it.
Treat them like a force multiplier. But keep your hand on the throttle. Roulette’s fine, in a casino.
Not in your GTM.
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