SimonTheSalesBooster Skill: Strategic Partner Finder
What This Skill Does
Identifies, qualifies, and builds an outreach strategy for strategic partnerships — technology integrations, channel partners, referral partners, co-selling agreements, and distribution deals. Generates a prioritized partner target list, partnership value proposition, and outreach sequences tailored to each partner type.
When to Use
- You want to build a partner channel to extend your sales reach
- You need co-selling partners who can bring your solution into their deals
- You're looking for technology integration partners to strengthen your product
- You want referral partners who earn by recommending you to their clients
- You need distribution partners to reach markets you can't access directly
Inputs Required
Before running this skill, ask the user for:
- Your product/service — what you sell and the core problem it solves
- Your ICP — the customers you're trying to reach through partners
- Partnership type goal — co-sell, referral, technology, distribution, or all?
- What you can offer a partner — revenue share %, co-marketing, leads, product access, certifications?
- Any partners you've already explored — what worked, what didn't?
Step-by-Step Instructions
Step 1 — Define the Partner Profile
Just like an ICP for customers, build an Ideal Partner Profile (IPP):
Ideal Partner Profile Template:
Partner Type: [Co-sell / Referral / Tech Integration / Distribution / OEM]
They sell to: [Same ICP as you]
They're trusted by: [Your target buyers]
They do NOT compete with us: [Non-overlapping product/service]
Their business model: [Services / SaaS / Consulting / Agency / Marketplace]
Their size: [Revenue range or team size]
Their growth stage: [Startup / Scale-up / Established / Enterprise]
Their geography: [Markets they cover]
What they gain by partnering with us:
• [Benefit 1 — e.g., expanded product offering for their clients]
• [Benefit 2 — e.g., revenue share on referrals]
• [Benefit 3 — e.g., competitive differentiation]
Step 2 — Map the Partner Ecosystem
Identify categories of potential partners based on what you sell:
Category A — Adjacent Service Providers Companies who serve the same buyer but with non-competing services. Examples: If you sell sales tech → partner with sales consulting firms, revenue operations agencies, and sales training companies.
Category B — Technology Integration Partners Platforms your buyers already use where an integration creates mutual value. Examples: If you sell a CRM add-on → partner with HubSpot, Salesforce, Pipedrive as integration partners.
Category C — Channel / Reseller Partners Companies that will sell your product as part of their portfolio. Examples: VARs, MSPs, system integrators, distribution networks.
Category D — Strategic Co-Sell Partners Companies who are in the same deals as you and can advocate for your inclusion. Examples: Consulting firms, implementation partners, fractional executives.
Category E — Referral / Affiliate Partners Individuals or companies who refer leads in exchange for a commission. Examples: Industry influencers, advisors, podcast hosts, community builders.
For each category, generate a list of 5–10 named potential partner targets using web search if available.
Step 3 — Partner Qualification Criteria
Score each potential partner on 5 dimensions (1–3 pts each):
| Criterion | 1 pt | 2 pts | 3 pts |
|--------------------------------------|---------|---------|-----------|
| Sells to same ICP | Partial | Mostly | Exactly |
| Has established trust with that ICP | Low | Medium | High |
| Non-competing product | Unclear | Adjacent| No overlap|
| Partner has capacity to execute | Low | Medium | High |
| Economic alignment (they benefit) | Unclear | Partial | Clear fit |
Score 12–15 = Priority partner, approach first Score 8–11 = Secondary partner, worth developing Under 8 = Not ready or not the right fit
Step 4 — Build the Partner Value Proposition
For each partner type, articulate the "why partner" message from THEIR perspective:
For Co-Sell Partners:
"When you bring [Your Company] into a deal, your clients get [outcome]. That means faster implementations, happier clients, and renewals you can count on. We share [X%] of any deal that closes through your introduction — with zero conflict on our end."
For Referral Partners:
"You've built trust with [ICP] — and your clients are constantly asking you about [problem you solve]. We pay [X%] for every referral that converts. There's no selling on your part — just an introduction. We do the rest."
For Technology Partners:
"Our integration with [Their Platform] means our shared customers get [specific benefit — e.g., 'bi-directional sync without manual data entry']. We'll co-market the integration to our combined user base, drive you new sign-ups, and help you retain customers who need this workflow."
For Distribution Partners:
"You already have the trust, the relationships, and the access to [market/geography]. We have the product. Together, we can offer [combined value] to your existing clients and open new revenue streams for your business."
Step 5 — Outreach Sequence for Partner Conversations
Partnerships are relationships first, agreements second. Use this sequence:
Outreach 1 — The Warm Intro Approach (preferred):
Subject: [Mutual Contact] suggested I reach out
Hi [Name],
[Mutual contact] thought it would be worth us connecting — we both serve [ICP] and there might be some interesting overlap.
I'll keep this short: [Your Company] helps [ICP] [solve problem]. I've been talking to a few [partner type] companies about how we might work together — either through referrals, co-selling, or integration — and your name came up.
Would you be open to a 20-minute conversation to explore if there's a fit?
[Name]
Outreach 1 — Cold Approach:
Subject: Potential partnership — [Their Company] + [Your Company]
Hi [Name],
Quick context: [Your Company] helps [ICP] [solve specific problem]. I've been building our partner program and [Their Company] stood out as an obvious potential fit.
Here's why: your clients are almost certainly facing [problem], and right now [Their Company] doesn't have a solution for that. We do — and we pay partners [X%] for introductions that close.
Would a 20-minute call make sense to see if there's something here?
[Name]
Follow-Up (if no reply after 7 days):
Hi [Name], wanted to follow up on my note about a potential partnership. I understand if the timing isn't right — but if [ICP] is a client type you're serving and [problem] keeps coming up, I think this could be worth 20 minutes. Happy to share some details on how our program works before you commit to a call.
Step 6 — Partnership Tiering Framework
Once you've identified partners, organize them:
Tier 1 — Strategic Partners (invest heavily):
- Deep integration or co-sell agreement
- Joint go-to-market plan
- Dedicated partner success manager
- Co-branded content and events
Tier 2 — Active Partners (invest moderately):
- Signed referral agreement
- Monthly check-ins
- Partner portal access
- Commission on referrals
Tier 3 — Affiliate Network (self-serve):
- Simple referral link or tracking code
- Automated commission payments
- No dedicated support needed
Output Format
Deliver:
- Ideal Partner Profile (IPP) for each partnership type sought
- Partner Ecosystem Map (categories + named targets)
- Partner Qualification Scorecard (for each target)
- Partner Value Proposition (by partner type)
- Outreach Sequence (cold and warm versions)
- Partnership Tiering Framework
Pro Tips
- The best partnerships start with a personal relationship, not a business agreement — invest in getting to know potential partners before pitching a formal deal
- Never build a partner program before your direct sales motion is working — partnerships amplify what's already working, they don't fix what isn't
- The #1 reason partnerships fail: no one is accountable for driving them. Assign a partner owner on both sides before signing anything.
- A co-sell partner who goes quiet for 60 days is not a partner — they're just someone who signed an agreement
- Your best partners come from your own customer base — companies who already believe in your product have the most credible referrals