---
title: Building the Partner Program — RGM Training
url: https://realgrowthmatters.com/training/partner-channel-marketing/building-the-partner-program/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/partner-channel-marketing/building-the-partner-program/
---

[Home](../../../index.html) › [Training](../../index.html) › [Partner & Channel Marketing](../index.html) › Building the Partner Program

RGM° · Training

# Building the Partner Program

Phased build. Foundation, recruit, enable, measure, iterate.

### What you will learn

1. [Why program build matters](#why)
2. [Build phases](#phases)
3. [Foundation phase](#foundation)
4. [Partner recruitment](#recruit)
5. [Enablement](#enable)
6. [Measurement](#measure)
7. [Iteration](#iteration)
8. [Advanced](#advanced)
9. [Mistakes](#mistakes)
10. [Checklist](#checklist)

## Why build matters

Most partner programs underperform because they're built tactically. Strategic build phases — foundation, recruit, enable, measure, iterate — produce sustainable programs. Skipping phases produces years of mediocrity.

## Phases

1. Foundation: strategy, value prop, operations.
2. Recruit: pipeline of qualified partners.
3. Enable: training, materials, infrastructure.
4. Measure: track and report performance.
5. Iterate: continuous improvement.

## Foundation

- Partner program strategy.
- Tier structure.
- Compensation model.
- ICP for partners.
- Value proposition for partners.
- Direct vs channel conflict resolution.
- Internal alignment (sales, marketing, CS).

## Recruitment

- Target partner list.
- Outreach strategy.
- Application process.
- Approval criteria.
- Onboarding plan.
- First-90-days success criteria.
- Reactivation for dormant.

## Enable

- Sales training.
- Technical training.
- Marketing materials.
- Co-marketing playbooks.
- Demo environments.
- Certifications.
- Partner portal.
- Deal registration system.

## Measure

- Partner-sourced pipeline.
- Partner-influenced pipeline.
- Win rate.
- Average deal size.
- Time-to-close.
- LTV.
- Partner satisfaction.
- Cost-per-deal-closed via partners.

## Iteration

- Quarterly program review.
- Partner feedback collection.
- Performance analysis.
- Program adjustments.
- Tier movement reviews.
- Compensation refinements.
- Annual partner conference for input.

## Advanced

- Foundation documented before recruitment.
- Tiered recruitment with quality filter.
- Onboarding playbook with milestones.
- Enablement library current.
- Measurement dashboard.
- Quarterly iteration.
- Annual strategic review.
- Partner advisory board.
- Cross-functional ownership.
- Compensation aligned with partner success.

## Mistakes

- Recruitment before foundation.
- Enablement materials absent or stale.
- Measurement vanity (partner count only).
- Iteration skipped.
- Partner feedback absent.
- Cross-functional ownership unclear.
- Compensation misaligned.
- Tier movement static.
- Annual review absent.
- Partner advisory board missing.

## Checklist

- Foundation documented
- Tiered recruitment
- Onboarding playbook with milestones
- Enablement library current
- Measurement dashboard
- Quarterly iteration
- Annual strategic review
- Partner advisory board
- Cross-functional ownership
- Compensation alignment

## Sources and further reading

- Bob Moore, Crossbeam "Ecosystem-Led Growth"
- PartnerStack research
- Impact partnership platforms
- Allbound PRM research
- Channel Marketing Report
- Forrester Channel research
- Gartner channel research
- Reforge partner curriculum
- RGM B2B SaaS series
- Channel Marketing community
- MMA partner research
- Marketing Brew partner coverage

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Part of the [Partner & Channel Marketing](../index.html) series.