Partner Strategy Map

About This Framework

The Partner Strategy Map is a visual framework that helps you make critical strategic decisions about partnerships before you get lost in tactical execution. Use it to align your team and ensure partnerships support your business objectives.

Why Strategy Comes First

Many partnership programs fail because they jump straight to tactics:

• Recruiting partners before defining strategy
• Building programs without business alignment
• Copying competitors without understanding why
• Measuring activity instead of outcomes

The Partner Strategy Map forces you to think strategically first.

The Framework

1. Business Objectives

What are you trying to achieve?

Growth Objectives

• New customer acquisition
• Market expansion (geographic, vertical, segment)
• Product-led growth acceleration
• Channel diversification

Efficiency Objectives

• Customer acquisition cost (CAC) reduction
• Sales cycle acceleration
• Implementation time reduction
• Support cost optimization

Strategic Objectives

• Competitive differentiation
• Market position strengthening
• Ecosystem leadership
• Innovation acceleration

2. Partnership Strategy

How will partnerships help?

Strategic Approach

• Offensive vs. defensive partnerships
• Scale vs. depth focus
• Direct vs. indirect go-to-market
• Build vs. buy vs. partner decisions

Partner Types

• Technology/integration partners
• Reseller/distribution partners
• Referral/affiliate partners
• Services/implementation partners
• Strategic/co-innovation partners

Value Exchange

• What partners give you
• What you give partners
• Economic model
• Non-economic value

3. Market & Positioning

Where will you play?

Target Markets

• Geographic focus
• Industry verticals
• Customer segments
• Use cases

Competitive Position

• How partnerships differentiate you
• Ecosystem positioning
• Market categories to win

4. Partner Selection

Who are your ideal partners?

Partner Profile

• Ideal Partner Profile (IPP) criteria
• Must-have vs. nice-to-have characteristics
• Red flags and disqualifiers
• Target number of partners

Prioritization

• Partner tier structure
• Resource allocation
• Investment levels

5. Capabilities & Resources

What do you need?

Team & Organization

• Headcount and roles
• Skills and competencies
• Reporting structure
• Cross-functional collaboration

Systems & Tools

• Partner portal
• PRM/CRM systems
• Marketing automation
• Analytics and reporting

Budget & Investment

• Headcount costs
• Program costs (MDF, events, etc.)
• Technology costs
• Training and enablement

6. Success Metrics

How will you measure?

Leading Indicators

• Partner pipeline and recruitment
• Activation and enablement rates
• Activity and engagement
• Certification and training

Lagging Indicators

• Partner-influenced revenue
• Partner-sourced revenue
• Customer retention impact
• Market share and ecosystem position

How to Use

1. Gather Your Team

Include stakeholders from:

• Sales and revenue
• Product and engineering
• Marketing
• Customer success
• Finance and operations
• Executive leadership

2. Complete the Map

Work through each section:

• Start with business objectives
• Define partnership strategy
• Identify target markets
• Describe ideal partners
• Assess required capabilities
• Establish success metrics

3. Test for Alignment

Ask critical questions:

• Do partnerships ladder up to business goals?
• Are resources sufficient to execute?
• Is the value exchange compelling for partners?
• Can we measure success effectively?

4. Socialize and Iterate

Share the strategy map:

• Get executive buy-in
• Align cross-functional teams
• Test with potential partners
• Refine based on feedback

5. Translate to Execution

Use strategy map to inform:

• Partner program design
• Recruitment and selection
• Enablement and training
• Operations and processes
• Metrics and reporting

Use Cases

Launching a New Partnership Program

Before recruiting partners:

• Align on strategic intent
• Define target partner profile
• Establish success criteria
• Secure resources and budget

Revamping an Existing Program

When partnerships aren't working:

• Revisit strategic alignment
• Identify gaps and misalignments
• Reset expectations
• Reallocate resources

Securing Executive Buy-In

Use the strategy map to:

• Show how partnerships drive business goals
• Quantify required investment
• Define measurable outcomes
• Build cross-functional support

Who This Is For

• Partnership Leaders - Building strategic alignment
• Executives - Evaluating partnership investments
• Founders - Planning partnership approach
• Product Teams - Integrating partnerships into strategy
• Investors - Assessing partnership opportunities

What's Included

• Partner Strategy Map Template (editable document/slides)
• Strategic questions framework
• Alignment worksheet
• Example strategy maps from real companies
• Facilitation guide for team workshops

Benefits

• Strategic Clarity - Explicit strategy everyone understands
• Team Alignment - Cross-functional buy-in
• Resource Justification - Clear case for investment
• Better Execution - Tactics informed by strategy
• Measurable Outcomes - Success criteria defined upfront

Related Templates

• Partner Hypothesis - Test your partnership assumptions
• Ideal Partner Profile - Define who to recruit
• Partner Program Sheet - Document program details

Get Started

Get free access to the Partner Strategy Map and align your team on partnership strategy today.