Partner Playbook
Purpose: Systematic approach to building and scaling partner relationships that drive revenue
Source: Based on Steve’s 15+ years of Microsoft channel expertise
Last Updated: January 2025
🎯 Core Philosophy
Make it easy for sales reps to bring you into deals.
Success comes from:
- Relationships over certifications - Credibility through conversation, not credentials
- Bringing value, not asking for it - Come with deals, not empty hands
- Doing their work for them - Pre-researched accounts, ready-to-use collateral
- Scaling assets, not conversations - Build reusable plays that “talk for themselves”
📋 The Three Whys Framework
Every rep engagement must answer three questions:
| Why | What to Communicate | Example |
|---|---|---|
| Why Us? | Areas of expertise, solutions delivered, customer relationships | ”We’ve delivered 5 Snowflake implementations in manufacturing” |
| Why Now? | Revenue unlocked, speed to value | ”We unlock Snowflake revenue in 6 weeks, not 6 months” |
| Why This Solution? | Specific use cases, plays, packaging | ”Our data lake migration play accelerates customer adoption” |
Use this framework in:
- Initial outreach messages
- First meeting prep
- Collateral creation
- Account mapping presentations
🎚️ Rep Engagement Tiers
Track and manage reps by engagement level:
| Tier | Characteristics | Cadence | Focus | Actions |
|---|---|---|---|---|
| Tier 1: Active Deals | Bringing introductions, engaged, responsive | Weekly | Relationship-driven, specific accounts | Deepen relationship, provide deal support, co-sell |
| Tier 2: Warm | Met, provided collateral, responsive to follow-ups | Bi-weekly | Follow-up on specific accounts/plays | Nurture with account-specific value, track engagement |
| Tier 3: Cold | Haven’t met or first touchpoint | Monthly | Intro meeting outreach | Automated nurture sequences, value-add content |
| Tier 4: Stale | No response after 2-3 touchpoints | Quarterly | Light nurture, new material | Re-engagement campaigns, new case studies, platform updates |
Tier Movement Rules (Reps):
- Promote to Tier 1: Rep brings an intro or asks for help on a deal
- Promote to Tier 2: Rep responds to outreach or uses provided materials
- Demote to Tier 3: No response after 2 touchpoints
- Demote to Tier 4: No response after 3+ touchpoints
🚀 The 3 Core Assets That “Talk for Themselves”
Build these reusable assets to scale without scaling conversations:
1. Door Opener Play
What it is: Workshop or assessment offering that creates entry point
Examples:
- “Data Platform Health Check” (Snowflake)
- “Analytics Maturity Assessment” (Mixpanel)
- “AI Readiness Workshop” (ContextualAI)
Components:
- Clear value proposition (what they get)
- Time commitment (30 min, 1 hour, half-day)
- Deliverable (report, roadmap, recommendations)
- Next step (implementation, follow-up meeting)
Template: See templates/door-opener-play-template.md
2. Customer Success Template
What it is: Reusable story format showing results
Structure:
- Client: [Name, Industry, Size]
- Challenge: [What they were trying to solve]
- Solution: [What Brainforge delivered]
- Results: [Quantifiable outcomes]
- Why Partner Platform: [How Snowflake/Mixpanel/etc. enabled this]
Use cases:
- Rep needs a peer reference
- Account mapping presentations
- Email follow-ups
- Case study requests
Template: See templates/customer-success-template.md
3. Co-Sell Playbook
What it is: Specific partner platform use cases with packaging
Structure per play:
- Play Name: [e.g., “Data Lake Migration”]
- Target Account Profile: [Industry, size, current state]
- Pain Points Addressed: [What this solves]
- Brainforge Approach: [How we deliver]
- Partner Platform Role: [Why Snowflake/Mixpanel/etc. is essential]
- Timeline: [How long it takes]
- Outcome: [What success looks like]
- Rep Talking Points: [What rep can say to accounts]
Template: See templates/co-sell-playbook-template.md
📦 Partner Asset Types & Examples
This playbook uses a shared catalog of partner assets that live across knowledge/gtm and partner folders. At a high level:
| Asset Type | Purpose | Where It Lives | When to Use |
|---|---|---|---|
| Partner Intro / Mutual Intro Emails | Warm intros between Brainforge, partner managers, and reps (including mutual intro flows like GSV) | knowledge/sales/partners/drafts/GSV_INTRO_MEETING_DRAFT.md, outbound/email agents under knowledge/sales/agents/workers/outreach/ | Kicking off a new partner, re-introducing Brainforge to a region/segment, or connecting AE ↔ AE |
| Partner-Specific Co-Sell Decks | Joint story for “Brainforge x [Partner]” (why this combo wins) | Service decks under knowledge/sales/agents/service-assets/ (e.g. *-service-deck.md), partner deck reviews in transcripts (e.g. Talisma, Contextual, Omni deck review notes) | When sales or partner teams need a short deck explaining our joint offer for a specific ecosystem partner |
| One-Pagers / Whitepapers / Case Studies | Lightweight proof that we can deliver outcomes with the partner | knowledge/sales/marketing-assets/case-studies/ (Amplitude, Snowflake-like stories, etc.) plus any partner-specific one-pagers referenced in Control Centers under reference/ | Follow-ups after first intro, rep enablement, and co-marketing landing pages |
| Webinar / Event Plays | In-person and virtual events that showcase the partnership | Event research and planning in knowledge/sales/events/ (e.g. shoptalk-vegas-omni-event-research.md), event prep in knowledge/sales/meetings/ | When a partner wants to co-host a webinar, field event, or sponsor slot; use to define topic, audience, and follow-up plays |
How to use this mapping:
- When planning a 90-day activation, pick at least one asset from each relevant row (intro → co-sell → proof → event).
- Keep partner-specific versions indexed in that partner’s
PARTNER_CONTROL_CENTER.mdunder Materials & Assets Overview, linking back to the canonical assets above.
🤝 Sales Rep Engagement Model
First Meeting: Discovery, Not Pitch
❌ Do NOT:
- Pull up your partner deck and pitch
- Lead with certifications or partner status
- Ask for account lists without offering value first
✅ Do:
- Treat it like customer discovery
- Ask about their accounts and challenges
- Let them talk about what’s working and what’s not
- Listen for opportunities to provide value
- Take notes on specific accounts they mention
Discovery Questions:
- “What accounts are you working with that might need [data engineering/analytics/AI]?”
- “What’s the biggest challenge you’re seeing with [Snowflake/Mixpanel/etc.] adoption?”
- “Are there accounts where [platform] is sold but not fully implemented?”
- “What would make it easier for you to bring partners into deals?”
Qualifying Reps
Signs of a “Jordan” (high-quality rep):
- ✅ Proactively shares account list
- ✅ Suggests joint marketing activities
- ✅ Introduces you to accounts without requiring proof first
- ✅ Responsive and engaged
- ✅ Asks specific questions about capabilities
Signs of a time-waster:
- ❌ Multiple meetings still “building rapport”
- ❌ Lip service but no action
- ❌ Expects you to bring everything, offers nothing
- ❌ “Tell me when you have a deal” (passive, not proactive)
Action: Focus energy on “Jordans” - deprioritize time-wasters to Tier 3/4.
🏅 Partner Program Tiers (Gold / Silver / Bronze / Calibration)
Partner companies (not individual reps) are managed in four program tiers in the tracker and Control Centers:
| Tier | Definition | What It Means | Default 90-Day Posture |
|---|---|---|---|
| Gold | Proven partner with repeatable results and strong IPP fit | They consistently generate qualified conversations and/or revenue; we have a clear joint plan and good execution | Keep always-on; renew/expand 90-day tests, deepen co-sell plays, co-marketing, and exec alignment |
| Silver | Promising partner with some wins or strong leading indicators | Early wins or strong pipeline signals, but not yet fully proven across reps/regions | Run focused 90-day experiments to graduate to Gold (e.g., 1–2 reps, 1–2 clear plays) |
| Bronze | Early or niche partner with specific hypotheses to test | Fit looks good on paper, but we have limited data or narrow surface area | Run lightweight 90-day tests with tightly scoped goals; avoid broad investment until they earn it |
| Calibration | New, unproven, or being actively evaluated | We’re still answering “Should this even be a partner?” across IPP, economics, and execution | Use IPP + JVP templates, run the first 90-day activation test, then upgrade or deprioritize based on results |
| Deprioritize | Failed 90-day tests or misaligned | They do not produce results, or economics/ICP don’t work | No new investment; keep light relationship only if it’s politically helpful |
Gold/Silver/Bronze/Calibration are about partner performance at the company level.
Rep tiers (Tier 1–4) are about individual sales reps inside those partners.
Canonical references:
- Types & Archetypes: See
strategy/ideal-partner-profile.mdfor Partner Types (Tech Vendor, Agency, Affiliate, Recruiting, Platform, Advisor) and Partner Archetypes (Demand Creator, Deal Accelerator, Capability Completer, Channel Multiplier). - Tracker Schema: See
tracker/tracker-final-schema.mdfor column definitions and how program tiers show up in the tracker.
Conversion Approach (5-Step Process)
-
Landing the meeting
- Simple outreach: “We’re doing a lot with [Platform] solutions, I’d love to tell you what we’re working on”
- Focus on value, not ask
-
First meeting
- Discovery, not pitch
- Ask about their accounts
- Take notes on opportunities
-
Post-meeting
- Provide specific collateral based on what you learned
- Send 2-3 pre-researched target accounts (if appropriate)
- Follow up within 24 hours
-
Follow-up
- Track whether they use materials
- Track whether they make introductions
- Note engagement signals
-
Escalate or nurture
- Move to appropriate tier based on engagement
- Tier 1: Weekly check-ins, deal support
- Tier 2: Bi-weekly value-add touches
- Tier 3: Monthly automated nurture
- Tier 4: Quarterly re-engagement
🗺️ Account Mapping Strategy
Getting the Account List
Priority: Follow up with partner managers who have offered account lists. This is critical data.
When you get an account list:
- Import into tracking system (see
partner-tracking-system.md) - Research each account (see Account Research below)
- Identify 2-3 target accounts per rep
- Create account mapping presentation
- Schedule follow-up to present findings
Account Selection Criteria
When choosing 2-3 target accounts per rep:
| Factor | Why It Matters | How to Evaluate |
|---|---|---|
| Industry match | Anchor on industries where you have success | Match to existing client industries (CPG, SaaS, Services) |
| Peer accounts | Similar to existing customers | Find accounts similar to ABC, Stackblitz, etc. |
| Geographic proximity | Start with regions where you have presence | Austin, Houston, Dallas, San Francisco |
| Signals | New CIO, tech initiatives, expressed interest | Job postings, press releases, LinkedIn activity |
Account Research Depth
Before approaching a rep with target accounts, research:
Required Research:
- Company background and industry
- Recent news or changes (funding, leadership, expansion)
- Tech stack signals (job postings, press releases)
- Why [Partner Platform] makes sense for them
- How Brainforge has helped similar companies
Research Sources:
- LinkedIn company page
- Recent news articles
- Job postings (LinkedIn, company careers page)
- Press releases
- Similar client case studies
Output: One-page account brief per target account (see templates/account-brief-template.md)
🎯 Scaling Strategy
The Core Problem
“The biggest thing is we don’t have sales reps, and what I need to scale is the assets and the process.”
Solution: Automate What You Can, Personalize What Matters
| Activity | Automate? | Notes |
|---|---|---|
| Initial outreach to new reps | ✅ Yes | Email sequences with value-add content |
| Nurture for non-responders | ✅ Yes | Monthly touches with new materials |
| Follow-up with engaged reps | ❌ No | Personalized, relationship-driven |
| Account research | ⚠️ Partially | Template + custom research |
| Collateral creation | ✅ Templated | Customize from base assets |
🚫 Anti-Patterns to Avoid
1. The BDR Treatment
What it is: Making sales reps feel like you expect them to do your prospecting for you.
Signs you’re doing this:
- Asking for account lists without offering value first
- “Who should I talk to?” without context
- Treating rep like your outbound lead source
Fix: Bring pre-researched accounts, offer specific value, make it easy for them.
2. Over-Credentializing
What it is: Leading with certifications and partner status instead of demonstrated expertise.
Signs you’re doing this:
- “We’re a Snowflake certified partner” as opening line
- Leading with partner badges/logos
- Talking about certifications before solutions
Fix: Lead with customer success stories and specific solutions delivered.
3. Cadence Without Value
What it is: Setting up recurring meetings without bringing new value each time.
Signs you’re doing this:
- “Just checking in” meetings
- Same content every meeting
- No new accounts, materials, or insights
Fix: Every touchpoint must bring new value: new case study, new account research, new play, etc.
4. Going Wide Without Depth
What it is: Reaching out to many reps without proper research or follow-through.
Signs you’re doing this:
- Mass outreach to all reps
- No personalization
- No follow-up on responses
Fix: Focus on fewer, higher-quality relationships. Depth > breadth.
5. Pitching Instead of Discovering
What it is: Using first meetings to present rather than understand.
Signs you’re doing this:
- Opening with deck
- Talking more than listening
- Not asking about their accounts/challenges
Fix: First meeting = discovery. Second meeting = pitch (if appropriate).
🎓 Key Principles (Memorable Quotes)
“The relationship only matters when it’s mutual.”
“They won’t even check to see if you’re on the list, quote-unquote. They’re just gonna bring you in.”
“The hardest part about the partner channel isn’t building the relationships, it’s building the relationships with effective sellers.”
“She stayed in front of me, and it unlocked.”
“How do you give them door openers? That’s key.”
📚 Related Documentation
- Partner Tracking System:
partner-tracking-system.md - Outreach Templates:
templates/outreach-sequences.md - Account Mapping:
templates/account-brief-template.md - Customer Success Stories:
templates/customer-success-template.md - Co-Sell Plays:
templates/co-sell-playbook-template.md - Steve’s Full Insights:
Snowflake/01-steve-meeting-insights.md
🔄 Next Steps
- ✅ Build account mapping sheet (AE, territory, target accounts)
- ✅ Create sales rep one-pager with Three Whys
- ✅ Identify “Jordans” - high-quality rep relationships to deepen
- ✅ Develop nurture flow system for different engagement tiers
- ✅ Build the 3 core assets (Door Opener, Customer Success Template, Co-Sell Playbook)
Last Updated: January 2025
Owner: GTM / Partnerships Lead
Review Cadence: Quarterly