AXQ
Partner Programmes
01
02
Partner GTM Strategy
Programme Design
The Problem
Partner lists are built on call return, not on actual commercial capability. This leads to a fragmented ecosystem where only the most vocal players are visible.
The Problem
Tiers that reward size rather than behaviour, benefits nobody uses, and commitments that are never enforced.
The Work
The Work
We segment the ecosystem by the motion each partner really runs — resell, refer, build, or deliver. We size the realistic contribution and decide where investment goes.
We build tiers around what a partner does rather than what they bill. We create commitments they can meet, benefits that cost you something so they are worth earning, and a review cadence.
You Keep
You Keep
A partner segmentation, an investment case per segment, and an explicit list of who you are not going to invest in.
A tier structure, commitments and benefits per tier, and the governance to run it.
03
Value Frameworks
The Problem
Joint value propositions written for a web page that a seller in a live deal cannot use.
The Work
We build the proposition backwards from the customer's problem for a named deal type, and turn it into what a seller says on a call.
You Keep
Joint value propositions per priority motion and the seller-facing material.
04
Co-sell Readiness
The Problem
Co-sell that only works with a programme manager in the room.
The Work
We define the motion end to end, name who runs each step on both sides, and train both fields on the same story.
You Keep
A documented co-sell motion, an enabled field on both sides, and joint pursuits already in flight.
05
Field Alignment
The Problem
Rules of engagement quota carriers ignore, channel conflict handled by escalation.
The Work
We create rules that survive a real deal, a deal registration process that protects sellers, and mapped accounts with named owners.
You Keep
Rules of engagement, a deal registration process, mapped accounts with named owners.
06
CRM Operations
The Problem
The programme cannot be reported on, so it cannot be defended — and undefendable means unfunded.
The Work
We define sourced and influenced so the definitions survive an audit, configure the objects and fields, and build reporting finance will accept.
You Keep
Partner pipeline reporting you can put in front of a board without caveats.