This principle is exemplified in the franchise model. Historically, low-cost franchise opportunities have a higher failure rate because they require little upfront commitment. In contrast, successful franchises demand significant investment, either in time—such as Boost Juice, where franchisees must actively work in-store—or in capital, as with McDonald’s, where opening a new location can require an investment of up to $2.3 million. The takeaway? When individuals or businesses have real skin in the game, they are more likely to value the opportunity and put in the necessary effort to succeed.
Understanding that most brands, even the big ones, are not in a position to demand a large capital investment, our recommendation is to focus on creating meaningful value. Even without up-front financial commitments, there are still powerful ways to foster mutual value within the partnership. Let’s explore what that looks like, and how you can make sure your partners are the most powerful growth channel for your brand.
Why Sales Commitments Matter
A strong partner program isn’t just about signing up distributors and resellers—it’s about setting them up for long-term success. At Partner+, we know that a well-structured partnership starts with commitment, accountability, and clear expectations. Before onboarding, a partner must provide a sales commitment—a target they believe they can achieve—along with a detailed plan on how they will reach it.
Too often, companies onboard partners without setting clear expectations, leading to lackluster results. By requiring partners to establish sales commitments upfront, businesses gain several advantages:
Buy-in from the Start
When partners commit to specific targets, they take ownership of their role, eliminating ambiguity and fostering accountability.
Realistic Planning
A target without a strategy is just wishful thinking. Partners must outline how they will hit their numbers—whether through marketing, outreach, or leveraging existing customer relationships.
Better Forecasting
With defined commitments, businesses can predict revenue more accurately and allocate resources effectively.
Stronger Accountability
With defined commitments, businesses can predict revenue more accurately and allocate resources effectively.Clear commitments ensure continuous effort towards goals while allowing the business to provide the necessary tools and support.
Setting Up Partners for Success
Onboarding is just the beginning. Regular check-ins and ongoing support are essential to keep partners on track and address potential hurdles early. Here’s how to optimize partner performance:
Regular Performance Reviews
Schedule progress check-ins monthly, quarterly, or bi-annually to assess alignment with targets.
Identify Obstacles Early
If a partner is underperforming, diagnose the problem. Is it a lack of marketing support? Pricing challenges? Address issues promptly.
Provide Resources
Equip partners with top-tier sales tools, training, and marketing assets to fuel their success.
Adjust the Strategy as Needed
Market conditions change, and so should partner strategies. Adaptability ensures long-term success.
Incentivising and Celebrating Wins
A strong partner program isn’t just about enforcing commitments—it’s also about rewarding results. Consider these incentive strategies:
Market Development Funds (MDF)
Financially support partners in marketing initiatives to drive sales growth.
Celebrating Milestones
Recognise and reward partners who exceed their targets, reinforcing positive performance.
Tiered Success Model
Structure programs so that higher sales unlock greater rewards, privileges, and exclusive opportunities.
Making the Tough Calls
A partnership should be a mutually beneficial relationship. If a partner continuously underperforms despite support and strategy adjustments, it may be time to part ways. While not an easy decision, underperforming partners drain resources and hinder growth. Implementing performance-based milestones and structured improvement plans ensures fairness before making tough decisions.
At Partner+, we believe that a partner’s success is our success. By setting the right commitments from the start and providing ongoing support, businesses can create a network of engaged, high-performing partners who drive real value.
How Partner+ Can Help
At Partner+, we don’t just help businesses recruit partners—we help them build, manage, and scale high-performing partner programs. Our expertise includes:
Developing a Strategic Partnership Framework
We define sales commitments, accountability structures, and ongoing support mechanisms.
Building the Right PRM System
We implement tailored PRM solutions to track performance, streamline communications, and manage partner relationships seamlessly.
Managing and Scaling Your Partner Program
Our team provides continuous oversight, ensuring that partners have the right tools, training, and insights to drive sustainable growth.
Whether you’re launching a new partner program or optimising an existing one, Partner+ is your trusted partner for driving scalable, sustainable growth.
