Welcome to PartnerMonetization.com
Turning Alliances into Revenue Engines
Most partnerships look great on slides. Few make money.
I built PartnerMonetization.com to change that. This is a NON-COMMERCIAL site and it’s meant to only help fellow sales and alliances professionals.
After more than 25 years leading global alliances, I’ve seen how much potential is wasted in partnerships that never operationalize. Millions of dollars are spent on “strategic” alliances that deliver press releases, not pipeline. The truth is sobering—only 10–20% of partnerships drive real revenue. The rest? They sit in spreadsheets, waiting for something to happen.
I made this because REVENUE IS ALWAYS BETTER THAN KPIs. KPIs in alliance development certainly have their place and need, but revenue must always be prioritized on top of everything else. Unfortunately a large portion of alliance execs focus on metrics versus results. You need a balance of both but with a strong edge going to revenue.
Why I Built This Site
Alliances can equal hypergrowth—but most fail. Over the years, I’ve seen the same patterns repeat:
More than 50% of partnerships fail to meet objectives (BDO, State of Alliance Management 2024).
Centralized alliance teams succeed 2.5x more often than decentralized ones.
70% of partners “ghost” at least one vendor each year.
60% of MDF goes unclaimed.
Only 11% of partners ever reach incentive thresholds.
These numbers don’t point to lack of opportunity—they point to a lack of monetization strategy. It’s time to fix that.
What I hope You’ll Learn Here
Whether you’re building your first ecosystem or optimizing a mature partner program, this site is designed to help you move from partnership theory to partnership profitability. You’ll find:
Frameworks for monetization across ISVs, MSPs, GSIs, resellers, and hyperscalers.
Real-world playbooks to operationalize alliances within 90 days.
Revenue-focused KPIs that replace vanity metrics with measurable impact.
Insights on multi-lateral partnerships (ISV + GSI + Cloud) that actually scale.
Practical examples of MDF activation, incentive design, and co-sell execution.
Who This Is For
Partner Leaders — who want to transform underperforming alliances into profit centers.
Sales Executives & CROs — who want to align indirect channels with direct quota performance.
Founders & Ecosystem Builders — who want to design monetizable partnerships from day one.
Partner News
(As of 2025-Dec-12)
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The Goal
This isn’t another site about “strategic alignment” or “relationship building.” This is a advice in turning alliances into revenue. You’ll learn how to:
Identify which partnerships can produce sales in under a quarter.
Build GTM models that scale without increasing headcount.
Create triangulated alliances that multiply outcomes (e.g., ISV + GSI + Hyperscaler).
Leverage MDF, marketplace listings, and co-sell frameworks for exponential growth.
Join the Movement
The industry doesn’t need more partnerships. It needs better partnerships—those that are funded, focused, and monetized.
If you’re ready to transform your alliance strategy into a revenue engine, you’re in the right place.