Choosing a Partner Program Structure

There’s no perfect partner program. Vendors should choose one based on their objectives, partner base, and operating realities.

Are traditional tiered partner programs obsolete?

To some degree, yes, but the answer isn’t clear-cut.

Those who’d vote to eliminate tiers make a valid point: The status earned on last year's bookings says little about a partner's current capacity, future capabilities, or potential contribution. But the alternatives — tracks, points, flat programs, negotiated relationships, or no program at all — solve one problem while creating others. Ultimately, partner program complexity is conserved, not eliminated.

But that doesn’t mean vendors and channel leaders shouldn’t explore different models and program structures. The goal isn’t the perfect program; it’s the one that aligns with what you're aiming to achieve.