The partner signed twelve months ago. It has sold three units.

Signing a channel partner is cheap and feels like distribution. Whether they ever sell anything is largely decided before the agreement is countersigned.

By Steve 5 min read
Abstract bridge artwork for The partner signed twelve months ago. It has sold three units.

A partner agreement is one of the few growth investments that looks free at the point of purchase. No headcount, no fixed cost, no lease. The partner takes a margin only when they sell. Twelve months on, the register lists nine partners, the pipeline attributes almost nothing to them, and the largest of the nine has moved three units. The instinct is to recruit more partners. The evidence usually points the other way: the problem is rarely the number of logos, and almost never the discount rate. A partner is…

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