What is a 60-90 Day Plan?

1. Introduction

The 60-90 Day Plan provides a structured roadmap for new channel partner onboarding. It guides partners through their critical first three months within the partner ecosystem. This defined period establishes clear objectives and actionable steps for success. It ensures rapid integration and productivity for new members of the partner program.

This strategic framework helps partners quickly become effective contributors. It ensures they understand their role and expectations from the beginning. A well-executed plan accelerates time-to-revenue for both the vendor and the partner. It builds a strong foundation for a lasting and profitable partner relationship management.

2. Context/Background

Historically, new partner onboarding often lacked structure and specific goals. Partners frequently felt lost without clear guidance during their initial phase. This led to slower ramp-up times and increased partner attrition rates over time. Vendors struggled to measure partner engagement and early success metrics effectively.

The 60-90 Day Plan emerged to address these significant inefficiencies. It provides a standardized approach for integrating new partners seamlessly. This structured method improves partner satisfaction and accelerates their path to profitability. It also strengthens the overall health and performance of the vendor's partner ecosystem.

3. Core Principles

• Clarity of Objectives: Define specific, measurable, achievable, relevant, and time-bound goals. Each objective should align with the partner's business model.
• Phased Approach: Break down the onboarding journey into manageable weekly or monthly segments. This prevents information overload and maintains engagement.
• Mutual Accountability: Establish clear responsibilities for both the vendor and the partner. Both parties commit to achieving defined milestones together.
• Resource Provisioning: Ensure partners have access to essential tools, training, and support materials. This includes access to the partner portal and enablement resources.
• Regular Check-ins: Schedule consistent meetings to review progress and address any challenges. This fosters communication and builds trust within the partner relationship management.
• Early Wins Focus: Identify opportunities for partners to achieve small successes quickly. These early wins build confidence and momentum for continued growth.

4. Implementation

1. Define Partner Segments: Categorize partners by type, such as resellers or service providers. Tailor the plan to meet the unique needs of each segment.
2. Outline Key Milestones: Establish specific achievements for the 30, 60, and 90-day marks. These milestones should be clear and easily trackable for both parties.
3. Develop Training Modules: Create focused training on products, sales processes, and deal registration. Ensure content is accessible through the partner portal for convenience.
4. Assign Dedicated Support: Appoint a partner enablement manager or channel account manager. This person acts as the primary contact and guide for the new partner.
5. Schedule Regular Reviews: Set up weekly or bi-weekly check-ins to monitor progress. Discuss challenges and celebrate achievements during these essential meetings.
6. Measure and Adjust: Track key performance indicators (KPIs) against initial goals constantly. Be prepared to modify the plan based on partner feedback and results.

5. Best Practices vs Pitfalls

Best Practices (Do's)

• Provide Clear Expectations: Articulate expected outcomes for each 30-day increment. This helps partners prioritize their efforts effectively.
• Offer Hands-On Training: Supplement self-paced modules with interactive workshops. Practical application solidifies learning and builds confidence.
• Celebrate Small Wins: Acknowledge and commend early successes to maintain motivation. Positive reinforcement encourages continued engagement and effort.
• Use a Centralized Platform: Manage all onboarding activities through a dedicated partner portal. This streamlines communication and resource access for all.

Pitfalls (Don'ts)

• Overwhelming Partners: Avoid bombarding new partners with too much information at once. A phased approach is critical for successful integration.
• Lack of Follow-Up: Failing to check in regularly can lead to disengagement and confusion. Consistent communication is vital for partner success.
• Generic Plans: Applying a one-size-fits-all plan ignores unique partner needs. Customization ensures relevance and effectiveness for different partner types.
• Unclear Accountability: Without defined roles, tasks can fall through the cracks. Both vendor and partner must understand their responsibilities clearly.

6. Advanced Applications

Mature organizations use the 60-90 Day Plan for more than just initial onboarding.

1. Product Launch Readiness: Prepare partners for new product introductions and feature updates. This ensures they can effectively sell and support new offerings.
2. Market Expansion: Onboard partners in new geographic regions with specific local requirements. The plan adapts to different market dynamics and regulations.
3. Specialization Programs: Guide partners through advanced certifications for niche markets. This builds specialized expertise within the partner ecosystem.
4. Performance Improvement Plans: Use the framework to re-engage underperforming partners. It provides a structured path for improvement and renewed focus.
5. Merger and Acquisition Integration: Streamline the onboarding of partners from acquired companies. This ensures a consistent experience across the expanded partner program.
6. Co-selling Acceleration: Develop specific tracks within the plan to initiate early co-selling activities. This quickly generates joint revenue opportunities.

7. Ecosystem Integration

The 60-90 Day Plan touches several partner ecosystem lifecycle pillars.

• Onboard: This plan is the core component of effective partner onboarding. It ensures a structured and efficient entry into the partner program.
• Enable: It provides the initial partner enablement resources and training needed. Partners gain product knowledge and sales skills through this process.
• Strategize: It helps partners align their business goals with the vendor's strategy. This creates a shared vision for mutual growth and success.
• Recruit: A strong plan makes the partner program more attractive to new recruits. It showcases a commitment to partner success from the outset.
• Sell: The plan often includes initial co-selling opportunities and deal registration training. This accelerates the partner's ability to generate revenue.
• Incentivize: Early achievements within the plan can be tied to initial incentives. This motivates partners to complete milestones and engage fully.

8. Conclusion

The 60-90 Day Plan is a vital tool for successful partner relationship management. It provides structure and clarity, ensuring new partners become productive quickly. This systematic approach reduces churn and maximizes the return on partner recruitment efforts.

Implementing a robust 60-90 Day Plan strengthens the entire partner ecosystem. It fosters trust, drives early revenue, and builds a foundation for long-term collaboration. Vendors committed to partner success prioritize this essential onboarding framework.