Partner Marketing OS
A comprehensive, adaptable system to recruit, enable, co-market with, and measure many partners — across many partner types. Written to be adopted as-is or configured to your business. Partner sales operations (deal registration, commissions, order flow) live in the Sales OS Partner Program; this OS owns the marketing.
Why partners, the value exchange, tiers, and the partner lifecycle that the rest of the OS runs on.
Partner typesTwelve partner types — referral, affiliate, reseller, distributor, ISV, SI, agency, MSP/MSSP, alliance, marketplace, OEM, advocate — and the distinct marketing motion each needs.
RecruitThe ideal partner profile, the recruitment funnel, and driving partners to first value instead of dormancy.
EnableOnboarding paths, the partner portal, marketing enablement kits, and certification that makes partners market-ready.
Co-marketingThe joint value prop, campaign-in-a-box, co-branded demand gen, events, and lead-sharing that generate end-customer demand.
IncentivesMarket development funds, co-op, SPIFFs, and rewards — funded with accountable ROI.
MeasurementPartner-sourced vs. influenced definitions, the KPI stack, scorecards, and QBRs.
ScaleSegmentation, high-touch vs. self-serve, the PRM/automation stack, comms cadence, team RACI, and governance.
These modules summarize a deeper master document that carries every template, checklist, and the full 30/60/90 stand-up plan. Download it as your working reference: Partner Marketing OS — master playbook (Markdown).
Each module is a plain-language SOP you can adopt as written or adapt. You will not run all twelve partner types — let your business model and go-to-market motion pick the three to five that fit, and the high-touch vs. self-serve split that keeps them productive. Tool names (PRM, CRM, affiliate platforms) are examples of a modern stack, not requirements.