We partnered up again with Andrea Vallejo and the ELG team to bring you content that we hope will continue to grow you in your partnership journey. If you're looking for some support in your partner vetting process, check out the conversation with we had with Andrea below:
Modern partner programs measure success based on metrics that reflect partner quality and productivity — such as partner-sourced or influenced revenue, revenue growth rate, average deal size, and ROI — rather than simply on the number of partners added.
Yes, growing your program requires new partners. But that doesn’t mean saying “yes” to everyone who knocks on your door. Even with existing partners, you don’t have to agree to every request or initiative.
Eleanor Thompson, Founder and Principal Consultant at Branchworks, and Heather K. Margolis, President and CEO of Channel Maven, point out a common mistake in partner leadership: partner pleasing.
Partner pleasing (noun): The act of overcommitting to partner requests in an attempt to strengthen relationships—often at the cost of long-term scalability and success. This includes saying yes to unrealistic demands, overloading a program with unsustainable commitments, and making one-off promises that lead to operational chaos.
Saying no can be tough. But setting boundaries is essential for both the health of your program and your sanity.
Will Taylor, Founder of BD Paths, emphasizes the 80/20 partner rule: 80% of results typically come from just 20% of partners. So, sometimes, a well-placed “no” is exactly what your program needs to thrive.
To help navigate this, we teamed up with Danny Porter, Co-Founder and CEO of CoPort, to create a partner vetting checklist (so you can say “no” or “not yet”) without guilt.
When launching or revamping a partner program, it’s common to partner with anyone willing to join. But as Danny points out, “The problem with saying yes to everyone is that, over time, you’ll struggle to prioritize. You’ll start questioning why one partner is more important than another. If you don’t set criteria, your program won’t scale effectively.”
A successful vetting process should be personalized (based on partner goals and type) and scalable. Some companies meet directly with potential partners, while others send questionnaires first. Your approach should align with your program’s needs.
“You need a recruitment process that attracts the right partners,” Danny says. “Otherwise, you risk missing out on a partnership’s true potential. No two companies or Partner Managers will have the exact same recruitment process.”
Whether it’s a questionnaire or a discovery call, you need to cross-check key factors before saying ‘yes’. Danny shared his own partner vetting checklist to guide you.
You can access the same checklist in CoPort too.
Beyond his checklist, Danny also takes into consideration two additional critical elements:
1. Align with your partners
A strong partnership starts with shared goals and a clear strategy. If a company lacks a mission or a plan, the partnership is set up for failure. Before committing, ask:
2. Use the 4C’s method
Bernhard Friedrichs, Founder of PartnerStandard (former PartnerXpericience), and Martin Scholz, Global Partner Program Consultant at Semrush and Owner of CEG Consult, developed the 4C’s framework to assess partners across key areas:
Just like in relationships, before committing, you need to spot red and green flags early on. According to Danny, here’s what to look for:
“These red flags don’t necessarily mean ‘stop,’” Danny notes, “but they’re warning signs to address before saying yes. Identifying them early can prevent future frustration — maybe in the end the partnership didn’t work because your partner was a hard core seller and you are a relationship seller.”
For many, saying no is uncomfortable. But pleasing a partner won’t make your program successful. If a partner has potential but the timing isn’t right, consider a “not yet” approach:
“Thanks for the partnership offer. Right now, we don’t have the resources to make this partnership successful, but let’s revisit in [X months].”
This keeps the door open for future collaboration without compromising your integrity or resources.
Sometimes, a partner makes it through all the filters — only for you to realize you’re just not a good fit.
“This is where you need to have the ‘Define the Relationship’ conversation,” says Danny. “In love, it’s the equivalent of ‘It’s not you, it’s me.’ In partnerships, it’s more like: It’s not me, nor you — we just don’t align.”
The key to saying no with grace relies on being real, sharing your process, and using data to explain your decision. “If they aren’t a good fit, don’t waste resources,” Danny advises. “Simply say: The timing isn’t right for both companies. Let’s not force something that won’t work.”
A strong partnership is like a strong love relationship — it’s built on trust, alignment, and mutual benefit. By setting clear criteria, identifying red and green flags, and mastering the art of saying “not yet,” you can ensure that every partnership is a step toward long-term success.
Want to learn how to vet partners using ecosystem data? Book a free ELG strategy call with our team and discover how data-driven insights can help you make smarter, more strategic partnership decisions.