Build a partner channel that actually produces business
Whether you’re launching something new through partners or your existing partners aren’t producing the results you expected, the challenge is bigger than signing and onboarding partners.
Book a 30-minute callTell me what’s happening with your partners. I’ll tell you whether it’s something I can help you with.
Prefer to look at it yourself first? Take the Partner Assessment
Your company needs to be ready for partners.
Partners need to become capable of finding, selling and delivering the right customer opportunities.
And the whole path needs to work without unnecessary dependency on your team.
I diagnose what needs to work across that path, then design and build what’s missing.
Whether you’re building it or fixing it, the whole system has to work.
Launching something new and fixing an existing partner business are different challenges.
But both depend on the same thing: whether the path from your company, through the partner, to a successful customer actually works.
When something isn’t working, the usual response is to start building.
- More partner management.
- Better content.
- A new portal.
- More leads.
- More training.
Sometimes one of those is exactly what’s needed.
But the real problem may be somewhere else.
You may be asking partners to sell something your own team hasn’t made repeatable yet.
You may be signing the wrong partners.
The economics may not justify the effort partners need to invest.
Partners may understand the product but still be unable to turn that knowledge into real customer outcomes.
Or the product, implementation and support model may still require too much from your own team.
The whole path has to work.
A partner business doesn’t stop at signing or onboarding a partner.
It has to work all the way from your company, through the partner, to a successful customer outcome.
Ready
Is your own sales, delivery and support model ready to work through partners?
Select & Enable
Are you choosing the right partners and giving them the capability to succeed?
Sell
Can partners identify, qualify and move the right opportunities?
Deliver
Can they take customers through implementation and successful outcomes without unnecessary work returning to your team?
Content is not capability.
Your involvement is not the problem.
Unnecessary dependency on your team is.
How we work together
You don’t need to commit to a large transformation before we know what actually needs to be built or changed.
We start by understanding the real situation. Then we decide what needs to happen next.
Diagnose & Design
Understand what needs to work and where the gaps are.
If you’re launching something new, I look at the model you’re building and what needs to be true for it to work through partners.
If you already have partners, I reconstruct what is actually happening across real partners, opportunities, handoffs and customer delivery.
Then I identify the gaps, what needs to change and what should happen first.
Design & Build
Build what the diagnosis shows is missing.
I don’t stop at the recommendation.
Where the engagement continues into Design & Build, I help create the operating mechanisms needed to make the model work in practice — from partner qualification and progression to onboarding, sales and delivery workflows, handoffs, knowledge and enablement.
That can include the processes, decision logic, tools and first working versions your team and partners actually need to use.
The solution follows the diagnosis, not the other way around.
Scale & Transfer
Make the new way of working part of the business.
Where needed, I stay involved as the changes are put into practice and refined, helping your team take ownership of the new way of working.
Ongoing involvement where it genuinely adds value, not permanent dependency.
If you already have a clearly defined build requirement, we’ll determine the right starting point in the first conversation.
Find out what needs to work before you build more around it.
Diagnose & Design is a focused, fixed-fee two-week diagnostic sprint for B2B software companies building or improving a partner-led business.
If you’re launching something new, we identify what needs to be in place for the path from company to partner to customer to work.
If partners are already in market, we look at what is actually happening, not what the partner program says should be happening.
I work from a small set of real partner scenarios, opportunities, handoffs, customer delivery, existing data and materials, and focused conversations with the people closest to the work.
Understand what needs to work, what’s getting in the way, and what to do first.
What you’ll know at the end
After two weeks, you will have clear answers to five questions:
What is most likely to prevent your partner model from producing results?
For an existing partner business, that means identifying the root cause behind the problems you’re already seeing.
For something new, it means identifying the gaps and dependencies most likely to stop the model from working in practice.
Where does the path from company to partner to customer break down?
A clear view of where progress is most likely to stall, ownership becomes unclear or work comes back to your team.
What needs to work differently?
A practical design for how your company and your partners need to work together across roles, process, capability, handoffs and support.
What should partners be able to handle, and where should your team stay involved?
A clear distinction between involvement that genuinely adds value and work your team is carrying because partners are not equipped to handle it.
What should you do next?
A prioritized 90-day plan: what to build or change first, what comes later and what you should not spend time or money building yet.
What you receive
A written diagnosis
A map of where the partner model needs to be built or fixed
A prioritized 90-day plan
Followed by a working session with your team
You leave knowing what needs to work, what’s getting in the way, what needs to change and what to do first.
Book a 30-minute call
I’ve built partner businesses from the inside.
I spent seven years at SAP Israel and SAP Canada, working across the SAP Business One ecosystem.
At SAP Canada, I built a partner qualification tool to identify poor-fit opportunities before they became implementation problems. It was later adopted by the global SAP Business One organization.
I then spent ten years at Boyum IT Solutions, joining when the company had roughly eight people and building partner success and enablement from zero.
As the company grew to roughly 180 people, its ecosystem reached 800+ partners serving 8,000+ customers.
More recently, I worked inside an agentic AI company, building the partner onboarding and enablement model for a new category of software where the playbook was still being created.
I’ve worked on these problems from inside the vendor, the software provider and the partner ecosystem.
Today I bring that experience to B2B software companies through The Channel Partners.
- Seven yearsSAP Israel and SAP Canada
- Ten yearsBoyum IT Solutions
- More recentlyAn agentic AI company
- TodayThe Channel Partners
I don’t start with a checklist of what a partner program should have.
I start with what needs to happen from your company, through the partner, to a successful customer, and where that path needs to be built or fixed.
This is probably for you if…
- You’re launching a new product or partner-led route to market and need to make sure the model can work before you scale it.
- Or you already sell through partners, but too few are producing real opportunities or customers.
- Your team keeps getting pulled back into sales, scoping, implementation or support.
- You have invested in onboarding, training or enablement, but behaviour has not changed enough.
- Different teams have different explanations for why partners are struggling.
- You cannot clearly see where the path is breaking down.
- Or you are about to invest significantly in your partner business and want to make sure you’re building the right things first.
I work with B2B software companies selling through partners, with particularly deep experience in ERP and the SAP Business One ecosystem.
You need to know what has to work, what is getting in the way and what to build or change first.
Book a 30-minute callTake the Partner Assessment
Answer 19 questions about how your company recruits, onboards, enables and supports partners, and what happens once they start working with real customers.
Use it to identify which parts of your partner business deserve a closer look.
Take the Partner Assessment- Recruit
- Onboard
- Enable
- Support
- Real customers
Before you build another piece, find out what actually needs to work.
Whether you’re launching something new or trying to understand why existing partners aren’t producing, tell me what’s happening.
I’ll tell you whether it’s something I can help you with.
Book a 30-minute call