Practice 03
Partnerships
Create. Activate. Optimize.
Partner groups built, then run. Channels and revenue follow.
The offerings
Open one, answer three questions, and the first conversation has started.
- What it is
- Your existing relationships assessed, the routes to market you do not have identified, and the commercial model for partners defined.
- Why you do it
- Partnerships fail on unclear economics. The strategy sets who partners with you, why they would, and what everyone earns.
- What to know first
- Fixed scope, usually four to six weeks. Output is a partner map, the program design and the model. AP can then build the channel or hand the plan over.
- How it starts
- Send the relationships you have, the ones you want and how you sell today. AP proposes the scope.
- What you get
- A partner map: existing relationships scored on what they produce, and the routes you do not have
- The partner value proposition, written from the partner's side of the table
- The commercial model: tiers, margins, incentives, the rules
- A program design: recruiting, onboarding, enablement, management
- A twelve-month plan with the first ten partners named
- How you engage
- Starts with a working session on the relationships you have and how you sell today. Four to six weeks, defined scope. The strategy stands alone; AP builds the channel only if you ask.
Who it is for
Agencies, brands, software companies, and properties building, developing, or improving partner channels.
What it is not
Introductions or a sponsorship deck. A managed book of relationships, run against commercial objectives.
How it starts
- 01A brief: the relationships that exist, the routes that do not, and the commercial model.
- 02The partner map and the program design in the first month.
- 03Partners recruited, agreements signed, the book run against targets.
What you have at the end
- A managed book of partner and channel relationships, with the incentives written down
- For properties and brands: the packages, the partners and the activation plan
- Performance measured by revenue through the channel, not by introductions made
How it is bought
- Strategy, defined scope
- Program build, by channel
- Ongoing management, against agreed targets