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Partnerships thrive on trust, clarity, and mutual benefit. But the way commissions and incentives are structured can heavily influence motivation on both sides — and if the balance is off, the partnership risks collapsing. Let’s look at it from the perspective of both the lead sender (the one providing the opportunity) and the lead receiver (the one closing and servicing the deal).

Partnerships come in many forms, each supporting growth in different ways. The right mix depends on your GTM stage: start with referrals and solution partners for activation, expand with ISVs and marketplaces for ecosystem pull, and layer in resellers, distributors, and integrators as you scale.