The Definitive Report On Partner Ops, Programs And Strategy

Data and market insights you can't get anywhere else. 

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Resources to help you build your business case

Upcoming Partner Ops And Programs Events

Report Authors Q&A

The report authors will be discussing the survey results live,  including what they found most interesting and what the actionable takeaways are. They will also be taking questions from the audience. 

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Share These With your network

We encourage you to share the graphs or this page with the links in the images so others can find the report which will have plenty more data on partner technology, KPIs, reporting structure, partner types, and the importance of partnerships to the future of organizations.

Partner Ops Maturity

As companies grow, they tend to get more mature partner ops. But maturity is also defined by the number of partner types and the degree to which the organization has adopted an ecosystem business model.   

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Partner Ops Journey

Organizations that have 1 full time partner ops employee have a median of 140 employees. The typical mature partner ops team was at a small enterprise company.   

Companies Using Partner Tech

There were a lot of differences between companies that use partner tech and those that don't. One is that companies using partner tech are sharing more data programmatically with their partners.

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Partner Program and Revenue

Companies driving the most revenue from partners were more likely not just to have a partner program but to have one that was allocating most of its resources programmatically. 

Mostly People Leaders

28% of survey respondents were executives or C-suite at their company and another 46% were managers.

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All Size Companies

Respondents from companies of all stages of growth took the survey. SaaS was the most represented industry with Services second. 

What's your take? We're collecting short videos from the community sharing their advice on partner ops, programs, and strategy. Film a two to three minute video and we may feature it on our social accounts. 

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Looking for a template that covers:
  • How to build an operating cadence
  • Identify interlocks with other GTM teams
  • Roadmap and key milestones
  • How to showcase your charter
Download Here

Recorded Partner Ops And Programs Webinars

Scaling Partner Programs

Listen to industry veterans Connie Wu (Head of Business Development at Asana), Chris O' Neill (Chief Growth Officer at Xero), Maureen Little (VP of Tech Partnerships at Okta) and Jay McBain (Chief Analyst at Canalys) share best practices on how to successfully scale partnerships, including partner ops, strategy, metrics, and internal alignment. Hosted by Scott Brinker.


Definition of Partner Types

Note that an organization will often be more than one partner type. For example, a SaaS company might be a tech partner, referral partner, and affiliate partner.

    • Affiliate: An affiliate partner is a person or organization that sends leads to another organization in a programmatic fashion. Most commonly these leads are sent via links that identify that they came from the partner. Affiliates receive a commission based on how many leads are sent or how many of those leads become customers. 

    • Reseller: A reseller is an organization that buys another company's product and resells it to customers at a higher price.  

    • Referral: A referral partner is a person or organization that introduces prospects to their partner. They differ from affiliate partners in that they provide direct introductions to sales teams instead of sending marketing leads.

    • Solutions: A solutions partner is an agency or services company that provides services to customers and in the course of those services, recommends or utilizes partner products or services on behalf of the customer. 

    • Tech/ISV/product: A tech/ISV/product partner is a SaaS company who builds an integration to another company's products. 

    • MSP: A managed service provider is a services company that implements technology and manages the operation of that technology for customers. 

    • OEM: A OEM partner is one that embeds their product inside another company's product.