Most businesses treat their partner program like a dusty rolodex.
They collect contacts, hope for the best, and wonder why 95% of their partners never send a single customer.
Here's the truth:
A partner program isn’t a list.
It’s a funnel.
It’s a systematic journey you guide partners through—from stranger to revenue-generating machine.
A Partner funnel has five distinct stages:
1. Recruit: This is your top-of-funnel. Instead of spraying and praying, you surgically target your Ideal Partner Profile (IPP)—the businesses that already have the trust of your dream customers. Think precision, not volume.
2. Enroll: You’ve got their attention. Now, you sell them on the vision. A clear, compelling offer is non-negotiable. What’s in it for them? High signal, low noise. Make it an easy "yes."
3. Onboard: The deal is done, but the work has just begun. A clunky onboarding process kills momentum. Your goal here is speed to first value. Give them the tools, swipe copy, and a simple first campaign so they can win—fast.
4. Activate: This is where most programs fail. An "active" partner isn't someone who just signed up; it's someone generating revenue. Your job is to get them to that first dollar as quickly as possible. The "5-in-30" Method is a great framework here: a 30-day sprint to get your first five partners driving real revenue.
5. Scale: Now we're cooking. Once a partner is active, you double down. You provide more resources, unlock new tiers, and turn them into true brand champions. This is how you build a decentralized sales army that works while you sleep.
Stop “collecting” partners and start converting them.
Keep stacking 🧱
TG