Your channel partners are underperforming because you haven't enabled them to succeed.
I drove 15% growth through partnership programs by focusing on one thing: making it stupidly easy for partners to win. Most companies create complex incentive structures and hope for the best. That's backwards.
Enablement means giving partners the tools, training, and clarity they need. It means simple incentive structures—not ones that require a PhD to understand. It means regular reviews where you celebrate wins and solve problems together, not dictate solutions.
Partners don't fail because they don't want to succeed. They fail because they don't know how, or the incentives are misaligned, or they feel unsupported. When you remove those barriers, growth accelerates.
The companies dominating partnerships aren't the ones with the most complex contracts. They're the ones with the simplest, clearest enablement.