The programme has fourteen partners. Two of them send work.

Signing a partner is not the same as acquiring distribution, and the gap between the two explains most disappointing channel programmes.

By Steve 5 min read
Abstract bridge artwork for The programme has fourteen partners. Two of them send work.

A partner programme almost always looks better on the slide than in the ledger. Fourteen signed agreements, logos on a page, a channel section in the growth plan. Then you trace the actual source of revenue and find that two partners account for nearly all of it, one sent a single deal eighteen months ago, and the remaining eleven have produced nothing at all. The instinctive reading is that the eleven are underperforming and need chasing. That reading is usually wrong, and acting on it wastes the scarcest resource in…

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