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Book Your DemoStop Building Partner Programs. Start Building Distribution Engines
Discover how you can shift from activity-driven partnerships to distribution engines that directly influence pipeline and close deals with insights from Didrik Brekke Hansen.
5–10
live deals to start when building from zero
3
Core Foundations: Governance, Clean Data, Automation
1
North Star: Pipeline sourced & revenue influenced
Stop Building Partner Programs. Start Building Distribution Engines.
Why activity metrics create the illusion of progress
How to start with live deals instead of recruitment
Why your best partners may be PE firms, VCs, or agencies
How to get sales to actively use partners
Why software amplifies broken processes
Where AI truly adds value and where it doesn’t
The metrics your CRO and CFO actually care about
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No email is needed.
We like to keep things simple!
We like to keep things simple!
What You'll Discover Inside
Practical frameworks and actionable insights to transform your partnership strategy
Partnerships Must Own Revenue, Not Activity
If partnerships aren’t showing up in pipeline reviews and CRM attribution, they’re not part of your go-to-market. Revenue influence, not logos or events, is the real metric.
Building from Zero: Start With Deals
Instead of recruiting broadly, begin with 5–10 open opportunities. Identify friction points and embed partners directly into live deals before designing any formal structure.
Your Best Partners May Not Be Who You Think
Strategic leverage often comes from PE firms, VCs, agencies, and even your existing customers, not traditional resellers chasing commission.
Getting Sales to Actually Use Partners
Sales won’t adopt partnerships because of documentation requirements. They adopt them when partner-led deals close faster or at higher ACV, and that value is measurable.
Fix the Motion Before Buying Software
Governance, defined triggers, and clean data must exist before automation. Tools amplify what’s already there: good or bad.
Partner Selection Is Strategy
An Ideal Partner Profile requires access to decision-makers, influence in the sales cycle, and presence in active deals. Shared ICP alone is not enough.
How AI Changes Partnerships
AI accelerates account mapping, attribution, and workflow execution, but it cannot replace trust, strategic alignment, or human judgment.
The Partnership Challenge
Practical frameworks and actionable insights to transform your partnership strategy
The Problem
Common Partnership Failures
Partner programs measure activity instead of pipeline
Partner programs recruit before validating deal influence
Partner programs add logos instead of leverage
Partner programs rely on tools before fixing governance
Partner programs send low-quality “warm” intros to sales
Partner programs confuse shared ICP with shared pipeline
Partner programs attempt automation without clean data
The Solution
What Actually Works
Tie partnerships directly to pipeline and revenue targets
Start with live deals to identify external influence
Prioritize partners with portfolio leverage
Create Partner Qualified Lead (PQL) standards
Define governance before automation
Use AI to eliminate manual friction, not replace strategy
Start Treating Your Partner Program as a Distribution Engine
to create a strong and profitable partner channel.
1
Prove Partnerships in Deals, Not Decks
Revenue influence removes the need for defensive reporting.
2
Distribution Beats Recruitment
Programs built around logos stall. Engines built around deals compound.
3
Leverage Over Volume
One PE relationship can unlock 40+ portfolio companies — that’s strategy.
4
Governance Before Automation
Fix lead handoffs, triggers, and data flow before introducing tools.
5
AI Is an Accelerator, Not a Strategy
Let AI handle mapping and attribution. Keep trust and influence human.
You don’t prove partnerships with reports. You prove them in deals
Didrik Brekke Hansen
CEO @ DBH Consulting & Invest
Download Free Guide Now
No email is needed.
We like to keep things simple!
We like to keep things simple!
