── PLAYBOOK · MARKETING

Build a partner channel that produces pipeline

Partnerships that stop at a signed agreement produce nothing. Recruit, activate, and co-sell.

Install the whole playbook ↓

[ BUILT GTM ]

Build a partner channel that produces pipeline

Solvethe problem worth solving

Problem · 01Marketing

Partnerships that stop at a signed agreement produce nothing.

Recruit, activate, and co-sell.

Stackthe workflow, box by box

Salesforce01

Recruit a partner and actually activate them.

Score the fit and pitch mutual value in their terms.

Powers up with

Salesforce02

Close with a partner, not just trade a lead.

Map a named account across both companies and close together.

Powers up with

6sense03

Turn a target list into an account-based play, not a spray.

Run it as a Tier 1, 1:1 play on the account you just picked, not a list-wide tiering pass.

Powers up with

Marketo04

Run an event that produces pipeline, not badges scanned.

Run an event that produces pipeline, not badges.

Powers up with

Splithow control passes: agents branch left, humans right

HUMAN + AI, IN THE LOOP

How control passes.

AgentsHuman

Agent01

Recruit a partner and actually activate them.

Salesforce runs it.

Agent02

Close with a partner, not just trade a lead.

Salesforce runs it.

Agent03

Turn a target list into an account-based play, not a spray.

6sense runs it.

Agent04

Run an event that produces pipeline, not badges scanned.

Marketo runs it.

The skills run the work. You stay in the loop on the calls that need judgment.

Outputwhat the workflow produces

OUTPUT · 01

The right partners

OUTPUT · 02

A first joint motion

OUTPUT · 03

A named-account co-sell

OUTPUT · 04

Events that convert

Outcomethe result it drives

OUTCOME · 01

The recruit-score-activate pattern

Not a partner-specific receipt, there is no dedicated partner-channel build yet: this is the same recruit-score-activate pattern that took product usage from nothing to our top channel, applied here to partner recruitment instead.

Built GTM

── 01 / WHY RUN IT

RUN THIS AND YOU CAN

✓The right partners

✓A first joint motion

✓A named-account co-sell

✓Events that convert

── 02 / THE RUN, STEP BY STEP

The workflow that solves it, one step at a time.

Each step is the plain question you are already asking. The skills answer them in order, one handing its receipt to the next.

1✓ TESTED

Recruit a partner and actually activate them.

Score the fit, pitch mutual value in their terms, enable them, and ship a first joint motion instead of going dark after kickoff.

YOU GETThe fit score, the mutual-value pitch, the enablement, and a dated first motion.

POWER IT UP

OPEN THE SKILL →

2✓ TESTED

Close with a partner, not just trade a lead.

Map the account across both companies, set ownership, build the joint value story, and plan the shared path to close.

YOU GETThe joint account map, the ownership split, and the path to close.

POWER IT UP

OPEN THE SKILL →

3✓ TESTED

Turn a target list into an account-based play, not a spray.

Tier it, set the research angle, build the multi-thread across marketing and sales, and orchestrate touches so the account feels one motion.

YOU GETThe tiering, the research angle, the multi-thread, and the orchestration.

POWER IT UP

OPEN THE SKILL →

4✓ TESTED

Run an event that produces pipeline, not badges scanned.

The right guest list, a real draw, an on-site conversation plan, and follow-up that converts.

YOU GETThe guest list, the draw, the on-site plan, and the follow-up.

POWER IT UP

OPEN THE SKILL →

WHERE YOU LAND

The right partners, a first joint motion, a named-account co-sell, and events that convert.

EVERY STEP, TESTED AND PASSED

EVAL RESULTPASS4/4 dimensions

HOW WE EVAL →

✓Skills resolve

✓Structure + proof

✓Example chat

✓Quality judge

All 4 chained skills resolve to real, scored skills.
Has a problem, an outcome, 2+ steps, and proof from a real build.
Ships an example chat showing the play run in Claude.
Reads in plain operator voice, grounded in a real build.

Last eval run 2026-08-05

DEEP EVAL · PASS

THE STANDARD →

We did not just check the structure. A judge read this play against the full text of every skill it chains (composition), then ran it on a real scenario end to end (simulated). It passed both. Test scenario: Marcus, Head of Partnerships, has 40 agencies signed and nothing happening, needs to pick who to work and land a real joint motion.

── 03 / SEE IT RUN

Watch the skills answer in order.

Describe your situation in plain language. The right skill fires on its own and hands its receipt to the next.

EXAMPLE CHATMarcus, Head of Partnerships, running the loop in one sitting

I have a list of 40 agencies and consultancies that could resell us. I keep signing them and then nothing happens. Where do I even start picking who to actually work?

Step 1· Partner Recruit

Let's score the 40 on fit before you spend a minute pitching. I ranked them on overlap of customer base, whether they already sell into our buyer, and whether they need us to close their own deals. Then I wrote a pitch for the top tier that leads with what they get, not what we want.

scored40 partners

tier A7

Receipt

7 partners scored tier A on shared ICP and services fit, each with a one-paragraph mutual-value pitch ready to send.

First one said yes. There's an account we both already sell into, a mid-market logistics company. How do we actually run a deal together instead of just swapping a name?

Step 2· Co Sell Play

I mapped the account across both companies, so we know who each side already knows and where the gaps are. Then I split ownership so nobody steps on the other's contact, and laid out a joint value story plus a shared path to close.

Receipt

Joint account map on the logistics deal: partner owns 3 buying-committee relationships, we own 2, one shared exec target and a 6-week path to signature.

Good. I want to build a real motion around that account, not just react. Can we orchestrate the outreach so it feels like one thing?

Step 3· Abm Play

I set this up as a Tier 1, 1:1 play since it is one named account, not a wider list to tier: a research angle tied to their real trigger, and the multi-thread so marketing and both sales sides hit the same message. The touches are sequenced so the account sees one coordinated motion instead of two vendors emailing.

Receipt

Account-based play with 5 threads across marketing and both sales teams, sequenced over 3 weeks so every touch reinforces the same value story.

The partner wants to do a dinner with 15 of their clients next month. How do I make sure it actually produces pipeline and not just a nice meal?

Step 4· Field Event Plan

I built the guest list from accounts that fit our ICP, set a draw that gives them a reason to show, and wrote an on-site conversation plan so your reps leave with next steps, not business cards. The follow-up splits by who engaged and who went quiet.

Receipt

Dinner plan for 15 targeted guests with a named draw, per-table conversation goals, and a follow-up that projects 4 to 5 qualified opportunities.

── 04 / SEE IT IN PRODUCTION

Before you run it, I ran it for real.

This workflow is genericized from a real build. Here is the number it moved, and what I actually did.

THE BUILD · PRODUCT-LED MOTION

The Product Channel

~47%

qualified win rate, the highest of any channel

$1M+

in sales-qualified pipeline, built from zero

Best GRR + NRR

of any channel, it retained and expanded best too

414% of plan

the pipeline the channel actually delivered

WHAT I DID ›

Map the events first. I mapped what users actually did in the product to what it meant for a sale. Not every event, the ones that predicted buying.

Centralize the signal. I centralized our Snowflake product data with enrichment and signal data by implementing Common Room and Deepline, so a usage spike at an account arrived already enriched, already scored, already routed.

Build the motion on top. The signals worth acting on, the play that worked them, and the routing that put a real user in front of a real rep with a real reason to talk.

If you sell a product people can use before they buy, you already have a product-led channel. The question is never whether it exists. It is whether your usage data has been turned into context a rep can act on. Map the events first. The motion comes after.

Dig into the full build →

05 / INSTALL THE WHOLE PLAYBOOK

One plugin. 4 skills, bundled.

The whole playbook installs as a single plugin in Claude Code, no copy-pasting 4 times. Or grab any single step above. It runs on what you paste; connect your stack to go live.

OR KICK IT OFF IN CHAT

“Here is my situation: [describe your workflow or account in a sentence or two]. Walk me through Build a partner channel that produces pipeline step by step, and run each skill as we go.”

── GET THE NEXT PLAYBOOK

Build a partner channel that produces pipeline

Build a partner channel that produces pipeline

Partnerships that stop at a signed agreement produce nothing.

The right partners

A first joint motion

A named-account co-sell

Events that convert

The recruit-score-activate pattern

The workflow that solves it, one step at a time.

Watch the skills answer in order.

Before you run it, I ran it for real.

One plugin. 4 skills, bundled.

One runnable workflow a week. Free.