Fourteen partners signed. Three have ever sold anything.

Partner recruitment is the easy half of channel strategy, and the half that flatters the pipeline report. The productive half looks nothing like it.

By Steve 5 min read
Abstract bridge artwork for Fourteen partners signed. Three have ever sold anything.

A signed partner agreement feels like progress. It has a date on it, a countersignature, a logo you can put on a slide. Twelve or eighteen months later the pattern in most young channel programmes is the same: a handful of partners produce almost everything, a slightly larger group has closed one deal and gone quiet, and the majority have never transacted at all. The programme looks broad and performs narrow. The instinct at that point is to recruit more partners, on the theory that the conversion rate from signed…

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