Partner programmes are business strategies created by vendors to link them to their channel partners. These programmes aim to convince channel partners to recommend or sell the vendors’ products.

Partner programmes can come in many different forms, and all vendors have different ways of rolling out channel strategies. This can change depending on the market, size of business, and types of products sold.

These programmes often have many features, such as technical training and sales enablement, deal registration or marketing assets. There are often sales incentives, awards, recognitions, and other bonuses involved in programmes as well.