Partner & channel programs for B2B SaaS
We help B2B software companies launch a partner channel in 90 days.
Recruiting, onboarding, and activating the consultancies your buyers already trust — for teams without a Head of Partnerships.
Why build a partner channel
The consultancies advising your buyers are already in the room.
RevOps firms, fractional CMOs, and implementation agencies sit inside your prospects' accounts recommending a stack. Every one of those relationships is distribution you aren't using yet.
Paid and outbound keep getting harder
Ad costs climb and cold reply rates fall every year. Partner-sourced deals arrive through a relationship that already exists, which is one of the few channels where acquisition cost improves over time instead of degrading.
Trust arrives before you do
When a trusted advisor recommends you, the credibility work is already done. Those opportunities tend to move faster and hold price better than deals you have to warm up from scratch.
One partner, many accounts
A single certified consultancy can put you in front of a dozen qualified accounts over a year. Direct outbound has to earn each one of those conversations individually.
Engagements
Three ways to work together.
Most companies start with the sprint to pressure-test whether a channel motion makes sense before committing to a build.
Strategy sprint
A written program design specific to your product and buyer, plus an honest read on whether a partner channel is worth your time right now.
- Partner ICP definition
- Incentive and tier structure
- Target partner shortlist
- 90-day rollout plan
Build & launch
The full program stood up and a first cohort of partners recruited, onboarded, and having real client conversations.
- Application and onboarding flow
- Enablement kit and certification
- Partner email sequences
- Tracking and partner portal
- First cohort recruited and live
Program management
We run the channel as an extension of your team, so partner relationships keep producing after launch instead of going quiet.
- Ongoing partner recruiting
- Monthly partner communications
- Enablement content refresh
- Pipeline reporting
How a build runs
Small first cohort, done properly.
Partner programs fail on activation, not recruiting. The sequence below is built to get a partner from interested to having a real client conversation, rather than collecting signatures that go nowhere.
Define
Who your partners actually are, what they get, and what a good partner looks like six months in.
Build
Onboarding, enablement materials, email cadence, and tracking — the infrastructure a partner touches.
Recruit
We start with the agencies already working inside your customer base, then expand outward from there.
Activate
Kickoff calls that end with named client accounts, then the cadence that keeps you top of mind between deals.
Fit
This works well for some companies and poorly for others.
A good fit
- B2B SaaS, roughly Series A through C
- Your buyer already works with outside consultants
- You have integrations or an app ecosystem
- No dedicated partnerships hire yet
- Willing to invest across quarters, not weeks
Probably not yet
- Pre-product-market-fit or still finding your ICP
- Self-serve motion with no sales involvement
- Looking for volume affiliates rather than partners
- Need pipeline inside 30 days
Get in touch
Tell us who your buyers already trust.
Send a note about your product and where your pipeline comes from today. If a partner channel isn't the right move for you right now, we'll say so.
Email Raj Iyer