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Motivation doesn’t come from more dashboards but from ambition, FOMO, and competition. This playbook gives you the frameworks, templates, and scripts to apply those triggers inside your company.

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Partnerships are powerful only if your internal teams believe in them. Many Partnership and Channel Leaders face the same challenge: you’ve built the program, signed partners, and even scored early wins, yet GTM teams still see partner activities as “extra work.”

The truth is, traditional top-down enablement models rarely work, especially in the early phases of a partner program. Your sales reps already manage KPIs, quotas, and commissions, so adding another layer of directives only creates resistance.

As Maurits Pieper, Partnerships Leader at Multiverse, highlighted, compelling motivation has less to do with tools and reports and more to do with psychology. By tapping into ambition, FOMO, and competition, you can shift behaviors in a lasting way. This resource equips you with practical frameworks and scripts to implement those triggers.

1. Define Your Ideal Colleague Profile

Like you build an Ideal Customer Profile (ICP) or an Ideal Partner Profile (IPP), you need an Ideal Colleague Profile. The idea is simple: not every rep is the right first pick. Some will be natural champions, while others need more time.

Signs of a good internal champion:

• Curious about trying new approaches
• Naturally collaborative and team-oriented
• Trusted voice within their peer group
• Energized by recognition and visibility
• Works on accounts where partners can add clear value

Signs of someone to “bench” for now:

• Has had negative experiences with partnerships in the past
• Shows little willingness to collaborate
• Dismissive of partners in group settings