B2B Partner & Channel Program Management
How B2B operators design, launch, and scale partner and channel programs beyond direct affiliate models. Covers referral, reseller, and channel structures, tier design, deal registration, MDF allocation, and multi-market scaling.
What you will learn
- Distinguish between affiliate, referral, reseller, and channel partner models and select the right mix for your business
- Design partner tier structures with clear progression criteria, incentive thresholds, and performance-based rewards
- Recruit and activate B2B partners using ICP-driven targeting, onboarding sequences, and early-win playbooks
- Implement deal registration workflows that reduce channel conflict and protect partner-sourced pipeline
- Allocate marketing development funds and co-marketing budgets based on partner performance and tier status
- Scale partner programs across new markets, segments, and partner types without losing operational control
Course syllabus
Partner Program Models Explained
How affiliate, referral, reseller, and channel partner models differ and when to use each.
Designing Partner Tiers and Incentives
How to structure partner tiers with clear progression criteria, incentive thresholds, and performance rewards.
Partner Recruitment and Activation
ICP-driven partner recruitment, onboarding workflows, and activation tactics for B2B programs.
Deal Registration and Channel Conflict
How to implement deal registration workflows that protect partner pipeline and reduce channel conflict.
Partner Program Economics and Co-Marketing
MDF allocation, co-marketing budgets, and the unit economics of multi-model partner programs.
Scaling Partner Programs Across Markets
How to expand B2B partner programs into new geographies, segments, and partner types.