Most partner teams treat their program like a dusty rolodex.
They collect a list of names, hope for the best, and then wonder why 95% of their partners never send a single customer.
The idea that a partner program will "grow" on its own is a myth. It’s a strategy that kills momentum and erodes trust.
The reality?
Partner programs are not passive.
If you treat them that way, your program will wither and die.
You have to treat partnerships like a high-leverage sales funnel.
I look at partner comms in three distinct stages:
1. The Welcome Sequence (Enrollment)
This isn't a "nice to meet you" note. It’s about speed to first value. You need 6 emails in the first 30 days to set expectations and hand over the Partner Success Kit. Give them the swipe copy, the tools, and a clear path to that first customer.
2. The Nurture (Momentum)
This is your ongoing pulse. Send a partner-only newsletter every two weeks. Share updates and new launches, but primarily use it to celebrate what the top 5% are doing. When the rest of the pack sees others winning, they’ll want to win too.
3. The Milestones (Activation)
These are trigger-based rewards for specific actions. First sale? Achievement unlocked. New tier reached? Reward them with status. Cash is transactional, but status is sticky. Milestone emails transform passive sign-ups into long-term champions. Very few programs do this.
Stop "collecting" partners.
Start nurturing them into your biggest sales channel.
Moving into 2026, I’m practicing what I preach. Expect this newsletter in your inbox every Monday morning. I’m moving to a consistent cadence to ensure you have the systems you need to scale partnerships.
Have an amazing Christmas. See you next Monday.
Keep stacking 🧱
TG