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Partner program decision brief

Partner Program — Situation not set

Built on
Beyond Metal Tiers
The Channel Duo
Program diagnosis
Not enough answers yet

The diagnosis needs your situation, pathways, and economics first. Go back to Step 1

Three decisions to make next
  1. 01
    The program has no business outcomePriority

    Without a 12–18 month outcome, pathway, incentive, and benefit choices cannot be judged against strategy.

    Decision: Agree the one business outcome the ecosystem must create before redesigning levels.

  2. 02
    The partner portfolio is undefinedPriority

    Different partner models create value differently, so there is no defensible scorecard without a defined mix.

    Decision: Select the partner models the program must serve now or next.

  3. 03
    The partner value proposition is unresolvedRisk

    The program asks partners to invest without stating why the right partner should choose this vendor.

    Decision: Write the exchange of value in one or two sentences before adding benefits.

This is a directional result, not a final recommendation. Complete the unanswered decisions before using it to approve investment.

Channel engine gap map
Engine pulse not rated yet — rate the eight parts of your channel motion in Step 1 (Foundation).

1Partner value proposition

Why should the right partner invest people, time, relationships, and reputation in us?
Partner mix: —

3Partner economics

Profit pool not yet mapped.

2Progression logic

Sell 20%
Serve 20%
Build 20%
Influence 20%
Transact 20%

First design sprint on the Sell pathway. Blended weights: Commitment 14% · Capability 22% · Customer Value 21% · Commercial Contribution 31% · Strategic Value 12%.

LevelCommitmentCapabilityCustomer ValueCommercial ContributionStrategic Value
Spark · StartEmergingNot gatedNot gatedNot gatedEmerging
Builder · BuildDemonstratedEmergingEmergingNot gatedEmerging
Performer · ProveDemonstratedDemonstratedDemonstratedDemonstratedEmerging
Accelerator · ScaleProven & repeatableDemonstratedProven & repeatableProven & repeatableDemonstrated
Catalyst · MultiplyProven & repeatableProven & repeatableProven & repeatableProven & repeatableProven & repeatable

4Where the money goes

Benefits that passed the Win-Win Test
No benefits have passed the test yet.
Incentives
No incentives selected.
Mutual investment commitments
Only the partner's obligations are written — that's the whole problem.

5Measurement

ActivationTime to first qualified opportunity, first deployment, first transaction, first customer outcomeWhere is onboarding or enablement slowing time-to-value?
Productivity% of invested partners producing outcomes; output per active partnerWhere should we increase, redesign, or reduce investment?
CommercialSourced/influenced revenue, win rate, recurring revenue, marketplace, services attachWhich partner motions are driving durable growth?
Partner economicsMargin, services opportunity, recurring revenue, cost-to-serve, earning potentialIs this program commercially worth the partner's investment?
Vendor ROIBenefit cost, support cost, incentive cost, incremental revenue/valueWhich investments deserve more funding?
“We want the next investment decision to be one you can defend in a room, not one you have to explain away.” — Framework © 2026 Charlie Coulange, The Channel Duo
How to put this brief to work

From decision brief to Monday morning.

This brief is the decision framework. The detailed rollout plan — owners, sequencing, and execution — builds on it.

  1. 01 · Before annual planning
    Executive defense
    Start with your top priority — "The program has no business outcome" — and use the three decisions above to align your CRO and CFO on channel budget: what to fund, and what to stop funding.
  2. 02 · Every quarter
    Partner reviews (QBRs)
    Replace the single revenue threshold with your five-dimension evidence gates. On your Sell pathway, that means reviewing: net-new customers, qualified pipeline, win rate, forecast quality, resale/transaction revenue, adoption after sale. Show each partner their standing, the gap to the next level, and the evidence required to close it.
  3. 03 · Once a year
    Benefit sunsetting
    Run your benefit catalog through the Win-Win Test. Sunset any benefit without a reciprocal partner commitment, a named owner, or a plan for when it flops.
Paid facilitated diagnostic workshop

Turn these three priorities into an implementation roadmap.

The Channel Duo will pressure-test the diagnosis with your leadership team, resolve the disputed decisions, and leave owners, sequencing, and next actions clear.

Discuss a diagnostic workshop