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Introduction
Still attracting partners that don’t move the needle? You’re not alone. In a recent Kiflo Q&A session, Eva Fayemi, CEO and Co-Founder of Bond Agency, joined us to share real-world insights on how to build strategic partner programs that drive measurable revenue.
Whether you’re just getting started or managing a program already generating 10–30% of revenue, Eva’s advice was clear, actionable, and rooted in experience.
Internal Buy-In Comes First
One of the most common challenges? Gaining internal buy-in. Eva emphasized that before you can fix your partner program, you need to align internally, especially with your CEO and CRO. That starts by defining what success looks like, how you’ll measure it, and ensuring everyone is on board with those expectations.
More than just requesting budget, partnership leaders need to “sell” their function by showing traction and being data-driven. That means tracking everything from partner engagement to influenced revenue. Eva encouraged attendees to find internal champions and have the tough, but necessary, conversations that lead to long-term investment in partnerships.
Metrics Matter, Right from the Start
Eva pointed out that successful programs start measuring long before the first deal closes. Many programs skip this, and end up lost six months down the road.
She recommended beginning with partner engagement metrics, like how often partners log into the portal or participate in co-marketing, and then layering in early indicators such as leads shared, training completed, and joint initiatives launched. This foundation makes it easier to justify additional resources and course-correct where needed.
Lead With the Success Trifecta
A standout moment from the webinar was Eva’s “Success Trifecta”, a simple framework for identifying the right partners. If your business, the partner, and the customer all benefit, you have the foundation of a strategic partnership. But if one corner of that triangle is weak, the partnership likely won’t deliver real value.
This reframing helps shift the mindset from “how many partners do we have?” to “which partners are helping us create value?” Eva’s advice was to stop chasing volume and instead focus on those who align strategically and can jointly serve your ideal customer.
Build Your Ideal Partner Profile Like an Investigator
Too many partner programs assume what a great partner looks like based on competitor behavior or past wins. Eva suggested taking a more investigative approach. That means speaking with sales, marketing, product, and most importantly, your customers. What are their needs? What tools and services do they already use? What kinds of partnerships would genuinely help them succeed?
This work feeds into a strong Ideal Partner Profile (IPP), which makes recruitment more targeted and increases your chances of building meaningful, high-performing partnerships.
Activation Beats Incentives
One myth Eva debunked was the idea that financial incentives are the key to activating partners. In reality, she shared, the difference between 15% and 20% commission rarely moves the needle. What does? Real enablement and support.
Instead of handing partners a general overview of your product, give them practical tools, like objection-handling guides or co-branded sales pitches, that help them sell. The faster a partner can take action, the faster they’ll start contributing.
Clean Up Your Partner Ops
Many partner managers feel overwhelmed by manual processes and unqualified inbound requests. Eva’s advice: build systems that help you qualify and prioritize.
This includes setting up filters for partner applications, automating parts of your onboarding, and using your partner platform to keep communication clear and expectations aligned. The goal is to free up time so you can focus on high-value relationship-building, not repetitive admin work.
Go-to-Market is Where the Fun (and Revenue) Begins
The go-to-market phase isn’t just about announcing a partnership, it’s about planning together, identifying shared customer targets, and executing with alignment. Eva emphasized the importance of working side by side with partners on campaigns, messaging, and outreach. Even simple steps, like joining a sales call together or co-hosting a webinar, can build momentum and trust.
She also reminded attendees that relationships matter. A thoughtful gesture, like inviting partners to a team lunch or looping them into internal celebrations, can be just as powerful as a shared press release.
Final Thoughts
At the end of the day, building a partner program that drives revenue isn’t about quick wins or shiny dashboards. It’s about clarity, consistency, and collaboration. Eva left us with a simple but powerful reminder: when you track what matters, build relationships that add value, and keep your focus on the customer, everything else starts to fall into place.
Interested in continuing the conversation? Be sure to join us at our next Kiflo Q&A session. Let’s keep building better partnerships together.
