Partner Motions That Move Revenue: PRM, Reveal, and Co-Sell Ops

Author Img
Alethea
Recorces Date
September 25, 2025
What this guide covers
  • The Partner Leverage Ladder (Access → Assist → Attach → Anchor)
  • Selection criteria and tooling for account mapping, PRM, and co-sell ops
  • A 6-week rollout and metrics to hold partners accountable
The ladder (quick refresher)
  • Access — marketplace listing + basic integration.
  • Assist — co-content aligned to ICP problems
  • Attach — co-sell motion, shared attribution, rules of engagement.
  • Anchor — joint programs, roadmap sync, field enablement.
How to choose (selection criteria)
  • Overlap detection: surface shared customers and prospects.
  • Attribution clarity: sourced vs. influenced; attach definitions.
  • Co-sell workflow: roles, SLA, and single source of truth.
  • Enablement: content portability, certification, MDF tracking.
  • Reporting: pipeline by rung, attach rate, cycle time deltas.
The partner tool stack
  • A. Account Mapping & Signals
    1. Reveal / Crossbeam — overlap reports, intros, and co-sell lists.
      • Pros: fast partner overlap visibility. Cons: relies on partner buy-in/data hygiene.
  • B. PRM (Program, Content, MDF)
    1. PartnerStack / Allbound — partner portals, MDF, onboarding content.
      • Pros: scalable; channel-friendly. Cons: setup rigor required.
  • C. Co-Sell Execution
    1. CRM (SFDC/HubSpot) — partner objects, attribution, opportunities.
      • Pros: teams already live here. Cons: needs custom fields/process.
    2. Mutual Action Plan tools (Notion/Accord) — shared plan with partner + prospect.
      • Pros: clarity of steps. Cons: adoption risk if too heavy.
  • D. Enablement & Content
    1. Guru/Notion/Highspot — partner playbooks, 1-pagers, proof packs.
      • Pros: easy sharing. Cons: must be curated.
Implementation steps (6 weeks)
  • Weeks 1–2 — Foundations
    • Pick 3–5 lighthouse partners with ICP overlap.
    • Connect both CRMs to Reveal/Crossbeam; generate overlap and target lists.
    • Define attribution, partner objects, and attach rules in CRM.
  • Weeks 3–4 — Assist rung
    • Publish one co-guide or webinar aligned to a single pain.
    • Load enablement: 1-pager, objection map, email scripts.
  • Weeks 5–6 — Attach rung
    • Stand up a co-sell workflow: owners, SLA, mutual action plans.
    • Enable weekly pipeline sync; track sourced/attached opportunities.
Metrics / proof hooks
  • Sourced pipeline from partners (absolute + % of total).
  • Attach rate on partner-touched deals: +15–25%.
  • Cycle time delta vs. direct: −10–20%.
  • Partner QBR: report ladder progression and exit under-performers.
FAQs

Do we need PRM from day one?
No—start with account mapping + CRM hygiene, add PRM when scale demands.

What kills co-sell?
Fuzzy attribution and no single owner. Fix both first.

How many partners is ideal?
Few lighthouse partners you can move up the ladder beat 50 logo swaps.