Pay for Profitable Partner Behavior, Not Just Partner Noise
Evaluate whether an incentive will strengthen co-sell behavior or trigger channel conflict.
Every incentive creates a shadow strategy. If you cannot describe the behavior it teaches, the channel will teach you by exploiting it. Start with the customer economics A partner program should pay more for deals that are qualified, deliverable, and expandable than for deals that simply appear at quarter end. That often means weighting incentives toward registered opportunities, proof of discovery, attached services, renewal quality, or expansion health. Why co-sell matters here Co-sell only works when both sides believe the effort is worth repeating. If a partner gets rewarded for flooding the system with thin referrals, the direct team stops…
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