Beyond Sales: A Partner Program That Just Got Smarter

Let’s be honest: Most partner programs track transactions, where sales volume is the only indicator of partnership value. However, what about the managed service provider (MSP) that brings in three major enterprise deals through relationships, even if those deals close in the following quarter? What about the systems integrator (SI) that co-presents at industry events to build brand awareness that benefits everyone? Or the distributor that invests in training an entire sales team on a solution?

These are activities that drive real business value, and savvy vendors should start tracking behaviors that deliver customer value before, during, and after the transaction. This moves the economics of partnering from the point of sale to the point of value. It’s time to reimagine how we think about partnership success. Frankly, it’s not just about what you sell — it’s about how you grow.

Rewarding Engagement, Not Just Revenue

What happens when an independent software vendor (ISV) invests months into getting certified on platforms, only to find that their program benefits are tied solely to the last quarter’s sales figures? Instead of rewarding the “what” (sales results), focus on the “how” (the activities that drive sustainable growth). This is a smarter approach to partner programs. 

Vendors are moving beyond margins and rebates — they’re giving partners a dashboard, a roadmap, and a game plan. Points systems create transparency, reward desired behaviors (like training, adoption, vertical plays), and align resources with ecosystem strategy.

A gamification element isn’t just about making things fun — it’s about creating clear pathways for growth and motivating partners to invest in activities that drive mutual success. A point-based system recognizes multiple types of partner investment. Yes, sales still matter — but now training completions, co-marketing participation, and relationship-building activities carry weight too.

Growth Journey: Flexible Path to Success

An effective partner program structure recognizes that partnership growth happens in stages, and each stage deserves different support and benefits. Here are three levels that align with how partnerships naturally evolve:

• Authorized partners start with the fundamentals: access to training, basic marketing resources, and the support needed to build foundational expertise. The gamification begins here: Complete certifications, participate in onboarding sessions, and earn points toward the next level.
• Managed partners have demonstrated consistent engagement and earned access to enhanced benefits. This might include co-marketing fund allocations, priority technical support, and inclusion in joint go-to-market initiatives. The path forward is clear: Continue investing in training, collaborate on marketing campaigns, and build deeper customer relationships.
• Invested partners have consistently demonstrated commitment through multiple channels and unlock the highest-tier benefits: dedicated partner success managers, executive sponsor relationships, early access to new solutions, and the largest co-marketing investments.

Partners advance through tiers based on engagement and expertise rather than revenue alone. This enables smaller but highly committed partners to access premium benefits and support while also equipping larger partners with additional means to earn points, such as renewal rates and marketing engagement. The path is flexible, but the commitment required is clear.

What It Looks Like in Practice

What happens when you want to build something bigger? What about the investment you’re making in training your team, the co-marketing campaigns that build real brand value, or the relationship-building that turns into long-term strategic advantage? Here are a few examples of how you can start building value in the partnership before you’ve closed your first deal. 

• For ISV partners, this might mean getting program benefits for completing technical certifications, even before the first joint sale closes. The logic is simple: A well-trained partner is going to be more successful in the long run, and that benefits everyone.
• For MSPs, relationship-building activities like joint customer meetings or participating in quarterly business reviews could contribute to their program status. These interactions often lead to the biggest opportunities, but they’re typically invisible in transaction-based programs.
• SIs, for instance, can now earn recognition for marketing activities — from co-authored whitepapers to joint webinars. These initiatives build brand equity and market awareness that drive demand for both organizations.
• Even reseller and distributor partners benefit from this approach by training sales teams, participating in joint demand generation campaigns, and building go-to-market strategies that all contribute to their program standing.

Instead of waiting months or quarters to prove success through sales volume, partner points systems can demonstrate commitment through the activities that drive partnership value.

Making It Real: A Program for Every Partner

What we’re really talking about here is a fundamental shift in how partnerships work. Instead of vendor-partner relationships built around transactions, we’re building true business partnerships based on mutual investment and shared success. It’s about recognizing that the best partnerships are strategic relationships where both sides are committed to each other’s growth. 

When partners invest in training, co-marketing, and relationship-building, they’re not just checking boxes but building the foundation for long-term success. Partners who engage with multiple program elements are seeing faster time-to-value and stronger program benefits than partners who focus solely on transactions. 

For partners who are serious about growth, this creates a completely different dynamic. You are not starting from zero every quarter, trying to prove your value through sales numbers alone. The entire relationship feels more balanced and strategic when you feel like your broader investments are recognized and valued. It’s a reflection of how the best partnerships actually work in practice. 

Everything You Need, Right Where You Need It

Every partner’s needs are different. ISVs have different priorities than MSPs, and what matters to an SI might be completely different from what matters to a distributor. The AvePoint Partner Program is flexible enough to recognize different types of value while still maintaining clear standards for partnership quality.

We’re not trying to be everything to everyone. We’re trying to be the right fit for partners who share our commitment to building something bigger than just transactional relationships. 

Explore our enhanced partner program.