Learning path
Channel & Partner Sales learning path: everything to study, topic by topic
Comprehensive channel and partner sales assessment covering partner recruitment, relationship management, co-selling, channel economics, and ecosystem strategy.
Short answer
To learn Channel & Partner Sales, work through 5 modules and 25 topics in the order they build on each other. It starts with Partner Recruitment & Onboarding, then moves on to Partner Relationship Management and Co-Selling & Deal Management. Use the map as a checklist, or measure your level and study only what is missing.
What you will study
Topics are grouped by module. Open one to see its objectives and key concepts.
1 · Partner Recruitment & Onboarding5 topics
Partner Ideal Profile
Defining partner ICP, capability assessment, geographic coverage, and customer overlap analysis
Objectives
- Define a partner ideal profile that predicts revenue contribution
- Assess partner capabilities against business needs
Key concepts
- partner ICP
- capability assessment
- geographic coverage
- customer overlap analysis
- partner segmentation
Partner Recruitment
Executing outreach strategies, partner pitch development, and competitive displacement
Objectives
- Build a partner recruitment pipeline with predictable conversion
- Craft a partner value proposition that differentiates from competitors
Key concepts
- outreach strategies
- partner pitch
- competitive displacement
- recruitment funnels
- value proposition
Partner Onboarding
Designing technical certification, sales enablement, portal setup, and first-deal acceleration
Objectives
- Design a partner onboarding program that accelerates time-to-first-deal
- Build certification requirements that ensure quality without over-burdening
Key concepts
- technical certification
- sales enablement
- portal setup
- first-deal acceleration
- onboarding milestones
Partner Enablement at Scale
Building LMS programs, certification tracks, content syndication, and enablement metrics
Objectives
- Scale partner enablement without proportional headcount growth
- Measure enablement effectiveness with leading indicators
Key concepts
- LMS programs
- certification tracks
- content syndication
- enablement metrics
- partner readiness
Partner Enablement Program Design
Designing partner enablement programs: training certification, partner portal, sales tools, and partner performance management
Objectives
- Design a partner enablement program that reduces time-to-first-deal by 40%
- Build a certification program that correlates to partner revenue performance
Key concepts
- partner certification
- partner portal
- sales tools for partners
- partner performance management
- enablement ROI
- channel-ready content
- partner onboarding
2 · Partner Relationship Management5 topics
Joint Business Planning
Creating annual plans with shared targets, resource commitments, and milestone tracking
Objectives
- Build joint business plans that drive mutual accountability
- Set shared targets that align partner and vendor incentives
Key concepts
- annual plans
- shared targets
- resource commitments
- milestone tracking
- mutual accountability
Partner QBRs
Running performance reviews, pipeline reviews, escalation resolution, and plan adjustments
Objectives
- Run QBRs that strengthen partner relationships and drive action
- Address underperformance constructively during reviews
Key concepts
- performance reviews
- pipeline reviews
- escalation resolution
- plan adjustments
- executive alignment
Partner Health Management
Building engagement scoring, activity tracking, risk signals, and re-engagement plays
Objectives
- Build a partner health score that predicts churn risk
- Design re-engagement plays that recover disengaged partners
Key concepts
- engagement scoring
- activity tracking
- risk signals
- re-engagement plays
- partner lifecycle
Channel Conflict Resolution
Managing deal registration rules, engagement policies, and direct vs indirect arbitration
Objectives
- Design channel conflict policies that preserve partner trust
- Arbitrate direct vs indirect disputes with clear criteria
Key concepts
- deal registration rules
- engagement policies
- direct vs indirect arbitration
- fair competition
- conflict escalation
Channel Conflict Management
Managing channel conflict: deal registration policies, direct vs partner rules of engagement, and conflict resolution frameworks
Objectives
- Design a conflict resolution framework that protects partner relationships while defending direct revenue
- Build rules of engagement that prevent 80% of channel conflicts before they escalate
Key concepts
- deal registration
- rules of engagement
- conflict types
- conflict resolution
- channel conflict policy
- account segmentation
- referral vs resell rules
3 · Co-Selling & Deal Management3 topics
Deal Registration Programs
Designing registration workflows, approval SLAs, protection windows, and competitive situations
Objectives
- Design a deal registration program that partners actually use
- Balance protection windows with deal velocity requirements
Key concepts
- registration workflows
- approval SLAs
- protection windows
- competitive situations
- registration compliance
Co-Selling Motions
Building joint selling playbooks, role definition, technical collaboration, and deal strategy
Objectives
- Build co-selling motions that increase win rates over solo selling
- Define clear roles between vendor and partner in joint deals
Key concepts
- joint selling playbooks
- role definition
- technical collaboration
- deal strategy alignment
- account mapping
Partner Pipeline Management
Managing pipeline creation targets, stage validation, forecast accuracy, and pipeline hygiene
Objectives
- Build a partner pipeline management cadence that drives predictable revenue
- Validate partner pipeline quality with objective criteria
Key concepts
- pipeline creation targets
- stage validation
- forecast accuracy
- pipeline hygiene
- partner attribution
4 · Channel Economics & Programs6 topics
Margin & Discount Structures
Designing tiered margins, volume rebates, back-end incentives, and deal-specific pricing
Objectives
- Design margin structures that incentivize partner investment without eroding profitability
- Model the financial impact of margin changes across the partner portfolio
Key concepts
- tiered margins
- volume rebates
- back-end incentives
- deal-specific pricing
- margin stacking
Market Development Funds
Managing MDF allocation, ROI measurement, activity-based funding, and co-marketing programs
Objectives
- Allocate MDF to maximize pipeline return per dollar invested
- Measure MDF effectiveness with pipeline attribution
Key concepts
- MDF allocation
- ROI measurement
- activity-based funding
- co-marketing programs
- proof of execution
Partner Tiering Programs
Designing tier criteria, benefits differentiation, progression paths, and sunset policies
Objectives
- Design a tiering program that motivates partner investment and growth
- Create sunset policies that manage underperforming partners fairly
Key concepts
- tier criteria
- benefits differentiation
- progression paths
- sunset policies
- tier economics
Partner Incentive Design
Creating SPIFFs, accelerators, NFR programs, certification rewards, and annual club programs
Objectives
- Design incentive programs that drive specific partner behaviors
- Measure incentive program ROI against incremental revenue
Key concepts
- SPIFFs
- accelerators
- NFR programs
- certification rewards
- annual club programs
Global Channel Operations
Managing multi-region programs, distribution layers, local compliance, and currency management
Objectives
- Scale channel programs across regions without losing local relevance
- Navigate distribution layers and compliance requirements globally
Key concepts
- multi-region programs
- distribution layers
- local compliance
- currency management
- regional pricing
Channel Program Economics & Margin Design
Designing sustainable channel economics: margin structures, deal registration, partner tiers, MDF, and partner profitability modeling
Objectives
- Design a channel economics model that drives partner profitability while protecting vendor margin
- Build a partner profitability model that guides tier investment decisions
Key concepts
- margin structures
- deal registration
- partner tiers
- MDF programs
- partner profitability model
- co-sell vs resell economics
- price protection
5 · Ecosystem & Alliance Strategy6 topics
Technology Alliance Management
Managing ISV partnerships, integration development, joint solutions, and co-innovation programs
Objectives
- Build technology alliances that create differentiated joint solutions
- Measure alliance value beyond co-selling pipeline
Key concepts
- ISV partnerships
- integration development
- joint solutions
- co-innovation programs
- alliance metrics
Marketplace Strategy
Executing cloud marketplace listings, private offers, co-sell programs, and marketplace economics
Objectives
- Build a marketplace strategy that taps cloud commit budgets
- Optimize marketplace economics including fees and co-sell benefits
Key concepts
- marketplace listing
- private offers
- co-sell programs
- marketplace economics
- cloud commit burn-down
Ecosystem Architecture
Designing partner ecosystems, platform strategy, API partnerships, and build vs partner decisions
Objectives
- Design an ecosystem architecture that creates a defensible competitive moat
- Make build-vs-partner decisions with clear strategic criteria
Key concepts
- partner ecosystem design
- platform strategy
- API partnerships
- build vs partner
- ecosystem moats
Channel Transformation
Leading direct-to-indirect shifts, partner-first models, channel digitization, and monetization
Objectives
- Lead a multi-year channel transformation without disrupting current revenue
- Build a partner-first operating model with clear economic advantages
Key concepts
- direct-to-indirect shifts
- partner-first models
- channel digitization
- ecosystem monetization
- transformation roadmaps
Tier 1 vs Tier 2 Partner Strategy
Managing two-tier distribution: direct vs two-tier trade-offs, distributor management, channel conflict, and tier migration
Objectives
- Design a two-tier distribution model that maximizes coverage without margin erosion
- Build distributor management programs that drive downstream VAR performance
Key concepts
- direct vs two-tier
- distributor value
- channel conflict
- tier migration
- coverage optimization
- VAR management
- distributor margin
International Partner Strategy
Building international partner strategies: regional partner selection, local market dynamics, distributor agreements, and cultural adaptation
Objectives
- Design a regional partner selection framework that accounts for local market dynamics
- Build a culturally adapted enablement program for EMEA and APAC partner networks
Key concepts
- regional partner selection
- local market dynamics
- distributor agreements
- cultural adaptation
- regional margin differences
- compliance in partner programs
- local language enablement
Levels: Junior, Mid, Senior, and Expert
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Frequently asked questions
Where should I start studying Channel & Partner Sales?
Start with Partner Recruitment & Onboarding: Partner Ideal Profile, Partner Recruitment, and Partner Onboarding. The map orders topics by what they depend on, so each one prepares the next.
How long does a full Channel & Partner Sales assessment take?
A full assessment of this path takes about 50 minutes. Study time depends on where you start; a diagnostic shows which topics you can skip.
Do I need an account to use this page?
No. The map, objectives and key concepts are open. You only need an account to be measured, get your gap by topic and receive a plan.