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Our partnerships don't produce results

By
Mukund Kabra

Partnerships fail when they are signed without a shared goal, a plan and someone on each side who owns them. Agree a target, a joint plan for the first 90 days and a way to track referrals before announcing anything.

Category:
Measurement
Reading time:
2
min read
Published on:
October 24, 2026
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Measurement
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Our partnerships don't produce results

Our partnerships don't produce results

Problem

You sign partnerships, announce them, and then nothing happens.

Each deal starts with enthusiasm and a press release. Months later, few customers have come through, nobody is sure who is responsible, and the partner has moved on.

Partnerships become a list of logos rather than a channel.

Insight

A partnership is a channel, and channels need running.

Partnerships that work have a clear shared target, someone on each side who owns it, a plan for the first months and a way to track what comes through. Most deals have none of these after the signing.

Setting them up first decides whether a partnership produces anything.

How we approach it

We set partnerships up to produce results.

  1. We pick partners based on overlap with your target customers.
  2. We agree a shared target, owners on both sides and a 90-day joint plan.
  3. We set up tracking so every referral and sale is counted, and review it monthly.

Your partnerships become a channel you can measure and grow.

Tags:  
Strategy Review Cadence; Strategic Alignment; Quarterly Planning; Adaptive Strategy; Review Rhythm; data-driven Strategy
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