Resist adding every interested partner to your program. Instead of focusing on quantity, vet potential partners based on their profile and a clear "propensity to sell" your specific solutions. This ensures a mutually beneficial relationship and avoids wasting resources trying to force an unnatural fit.

To scale specialized product training, like for AI solutions, segment partners by their expertise and selling motion, not just their company size. Create tiered training programs and offerings (e.g., expert vs. associate level) that align with a partner's specific capabilities and the solutions they are likely to sell to their customers.

Shift partner tiering away from being solely based on sales volume. Instead, use a partner's investment in training and certification as the main parameter. This approach rewards commitment and capability, which are leading indicators of future success. It allows smaller, highly-invested partners to be recognized and supported appropriately.

Traditional partner programs based on revenue are a lagging indicator. AvePoint transitioned to a points-based system to reward proactive engagement—like taking trainings or co-marketing. This encourages a healthier long-term relationship, not just a transactional one.

Traditional revenue tiers (Gold, Silver, Bronze) are vendor-centric. A more effective approach is to classify partners by their business model. For example, an MSSP needs predictable upfront costs to build a service, while a value-added reseller may prefer volume-based rebates. Tailoring your program to their model, not just their size, is key.

To scale personalization, implement a tiered approach. Provide a high-touch, "concierge" service for large partners with dedicated marketing teams, co-developing semi-custom campaigns. For smaller partners, offer a library of self-serve, brand-approved assets (like zip folders in a portal) they can adapt for their own use.

To truly meet partners where they are, align your internal team structure with your partner segmentation strategy. Create dedicated internal groups specializing in different partner types, such as one team for advisory MSSPs and another for high-volume resellers. This ensures partners interact with managers who deeply understand their specific business model and needs.

A one-size-fits-all approach to partner marketing is ineffective. Partners consume content differently based on their size, resources, and stage in their journey. Channel marketers should move away from mass campaigns and instead meet partners where they are with semi-customized outreach and assets.

Traditional partner programs based solely on revenue alienate smaller or specialized partners. AvePoint implemented a points-based system that also rewards activities like certifications, product mix, co-marketing, and renewal rates. This provides a path for all partner types to advance, recognizing their total investment in the ecosystem, not just their sales volume.