Eleven partners signed. Two have ever sent anything.

Partner programmes almost always concentrate into a handful of producers, and the reason has less to do with your product than with what the partner is choosing between.

By Steve 5 min read
Abstract bridge artwork for Eleven partners signed. Two have ever sent anything.

A signed partner agreement feels like progress. It costs nothing obvious, it widens the map, and it can be reported to a board as coverage. Eighteen months later the pattern is usually the same: a small number of partners produce nearly all of the referred revenue, a slightly larger group has produced one deal and gone quiet, and the rest have produced nothing at all. The instinct is to blame enablement, or the partner’s sales team, or the commission rate. The more useful explanation sits earlier, in what was true…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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