The Prerequisite for Partner Success? Start with Alignment
In The Third Wave, Steve Case writes, “Partnerships...are the prerequisite for success.” At CoPort, we believe that wholeheartedly. But if partnerships are the prerequisite—what’s the formula for making them work?
We’ve spent countless hours studying high-performing partner programs and helping companies architect better systems to support their partners. The conclusion is always the same: great partner programs start with three core pillars—Alignment, Onboarding/Enablement, and Activation.
And it all begins with Alignment.
Too often, partnerships kick off with a question like: “Where’s the revenue?”
It’s a valid question—but asking it too early skips over something foundational. If you don’t know what you’re trying to achieve together, how can you expect to reach shared success?
Alignment is about more than agreement. It means two companies are actively working alongside one another toward a shared goal—using shared resources, targeting the same markets, solving for the same customer needs.
Before you chase pipeline, take a moment to get aligned.
At CoPort, we recommend starting every partnership conversation with a few core questions:
What goals is your company working towards this quarter? This year?
(If you don’t know where you’re headed, how will you know if a partner can help get you there?)
Where is your company investing this year?
(Partners that map to investment areas—like new verticals, marketing initiatives, or product bets—will have a stronger case for success.)
If we launched this partnership today and revisited it in 12 months, would it still be relevant to our business?
(This helps filter for short-term sprints versus long-term, strategic value.)
Is your company currently spending money in this route to market, industry, or partner motion?
(Budget is a great proxy for priority.)
When both partners have answered these questions honestly and see alignment in their answers, that’s when you know it’s time to move forward.
Start here: with Alignment.
It’s not just step one—it’s the foundation everything else is built on. Without it, enablement falls flat and activation becomes a struggle. But with it? Your partners become an extension of your team, driving toward the same outcomes.
At CoPort, we’re building tools that help partner teams scale this kind of strategic alignment across all their partner relationships. Because we believe partnerships aren’t just a channel—they’re a capability. And that capability starts with choosing the right partners, for the right reasons, at the right time.
So here’s your challenge: before your next partner kickoff call, ask yourself—are we actually aligned?