PARTNERNOMICS® - Comprehensive Analysis Report

Summary

PARTNERNOMICS® is a global professional services firm established in 2014 by Mark Brigman, Ph.D., with a mission "To make strategic partnering become a core competency for every client resulting in exponential growth for all." The company addresses the high failure rates often seen in channel and solutions partnerships by providing a comprehensive B2B partnership methodology, proprietary software, certifications, and consulting services. PARTNERNOMICS® aims to define the global standard for B2B partnership methodology and has assisted over 4,900 companies from 98 countries in implementing its frameworks to establish and scale partner-sourced revenue.

1. Strategic Focus & Objectives

Core Objectives

PARTNERNOMICS® is dedicated to enabling exponential growth for its clients by making strategic partnering a core competency within their organizations. The company focuses on transforming partnership functions into predictable, repeatable, and profitable growth machines.

Specialization Areas

PARTNERNOMICS® specializes in the "science of partnering," offering a holistic suite of solutions that include a proprietary methodology, software, certifications, and consulting. Their unique value proposition lies in providing university-backed partnership methodology, designed to address the challenges of high partnership failure rates. They leverage extensive research, incorporating insights from over 300 senior executive contributors and 30 best-selling organizational growth experts.

Target Markets

The firm targets businesses seeking to build and scale various types of partnerships for revenue generation and robust solution development. This includes companies interested in indirect sales partnerships (resellers, referrals, OEMs, distributors, VARs, ISVs) and solutions building partnerships (strategic, ecosystem, technology, integration, research & development). The Quick Launch Program is particularly popular with small and medium-sized businesses, including many with fewer than five employees.

2. Financial Overview

Funding History

PARTNERNOMICS® was founded in 2014. No specific details regarding external funding rounds or total funds raised have been publicly disclosed beyond the company's initial establishment. The company generates an estimated annual revenue of $513,330 and has an estimated valuation of $1,700,000.

3. Product Pipeline

Key Products/Services

Quick Launch Program (QLP)
Description: This program is designed to help businesses achieve partner-sourced opportunities within 60-90 days, by leveraging their customer ecosystem to accelerate profit growth. It involves a 10-step process for implementing the core frameworks of the PARTNERNOMICS® methodology.
Development Stage: Fully developed and actively offered as consulting, coaching, and boot camp engagement plans.
Target Market/Condition: Businesses aiming for rapid launch or re-launch of partnership programs, particularly popular with small and medium-sized businesses.
Expected Timeline: Generate initial partner-sourced opportunities within 90 days.
Key Features and Benefits: Offers a time-tested growth strategy, personalized coaching, and a 7-week cohort boot camp for focused attention. Provides a balance between simplicity and sophistication, avoiding over-engineering.
Indirect Sales Partnership Program
Description: This program aims to help companies scale annual partner-sourced revenue to $100 million. It focuses on revenue growth through indirect sales partnerships (e.g., resellers, referrals, OEMs, distributors, VARs, ISVs). The methodology comprises 26 unique tools and frameworks organized into 6 phases: strategy, recruiting, contracting, onboarding, enablement, and operations.
Development Stage: Fully developed and offered through consulting, coaching, and a cohort boot camp.
Target Market/Condition: Companies that have completed the Quick Launch Program and are ready to scale partner-sourced revenue significantly. It is suitable for CEOs, CROs, VPs/Directors of Alliances, Partnerships, and Business Development.
Key Features and Benefits: Empowers teams to build, manage, and scale high-impact partner ecosystems with clarity, leveraging proven frameworks and best practices. It includes learning how to develop an Organizational Partnering Plan (OPP) and Strategic Partnering Plans (SPPs) for various initiatives.
Solutions Partnerships Program
Description: Designed for companies that want to leverage strategic partners' unique assets and capabilities to offer more robust market solutions. This program focuses on building new solutions through partnerships, rather than direct revenue generation. The 6-phase Solutions Partnerships Methodology includes 26 unique tools and frameworks transforming solution-building partnership programs into structured, enterprise-grade operations.
Development Stage: Fully developed and offered via consulting, coaching, and a 7-week Cohort Boot Camp.
Target Market/Condition: SaaS, technology, and professional services companies with aggressive growth ambitions, particularly those leveraging third-party integrations or forming ecosystem partnerships.
Key Features and Benefits: Leverages 15 years of research and insights from over 300 partnership executives and experts.. It includes in-depth business assessments, tailored partnership strategies, and ecosystem mapping.
Certifications and Courses
Description: PARTNERNOMICS® offers university-backed partnering methodology certifications, including Partnering Foundations, Indirect Sales Partnerships, Solutions Partnerships, and the comprehensive Strategic Partner Leadership Professional® (SPLP®) certification.
Development Stage: Fully developed and continuously updated. Courses are offered online and self-paced.
Target Market/Condition: Business professionals interested in understanding, developing, and leading strategic partnerships, from beginners to experienced managers.
Key Features and Benefits: The SPLP® certification, offered in collaboration with the University of Central Missouri, is the only university-backed partnering methodology certification globally. It provides a systematic framework and includes foundational concepts, indirect sales, solutions partnerships, strategic partner leadership models, and co-selling.
Fractional Consulting Services and Coaching
Description: Provides expert guidance and support for launching, building, and managing partnership functions.
Development Stage: Active offering.
Target Market/Condition: Organizations seeking hands-on assistance and personalized support for their partnering programs.
Key Features and Benefits: Clients gain weekly access to Certified PARTNERNOMICS® Implementers for real-time guidance, problem-solving, and accountability.

4. Technology & Innovation

Technology Stack

PARTNERNOMICS® has developed PARTNERNOMICS IQ, a proprietary partner operations software. This software is native to Salesforce.com®, enabling it to execute their holistic partnering methodology within the Salesforce ecosystem.

Proprietary Developments

PARTNERNOMICS® Methodology: A comprehensive partnership methodology comprising proven frameworks and processes. It encompasses six phases for developing a company-specific partnering playbook, covering both revenue generation and solutions building. This methodology is based on decades of research and insights from hundreds of executives and experts.
Strategic Partner Leadership Model™ (SPLM): A proprietary partnership operations framework consisting of six elements: Vision, Teams, Goals, Metrics, Processes, and Results. It provides a systematic way for organizations to manage and lead strategic relationships both internally and externally.
5-Phase Partnering Process (5PPP): An iterative partnering system that identifies critical components from partnership strategy through to launching a newly executed partnership.
Organizational Partnering Plan (OPP): A company-level strategy developed with senior leadership to integrate partnerships into the overall business growth strategy. It identifies the "who, what, where, when, why, & how" of partnering.
Strategic Partnering Plan (SPP): A document that provides an execution plan for constructing, launching, and managing individual partnership programs, ensuring clarity, focus, and alignment. It includes 12 components, such as executive summary, problem addressed, purpose, approach, strengths, weaknesses, opportunities, threats, assumptions, risks, requirements, and goals.

5. Leadership & Management

Executive Team

Mark Brigman, Ph.D. - Founder & CEO, Sr. Orchestrator
Professional Background: Founded PARTNERNOMICS® in 2014. He is a recognized global expert in forming and leading partnerships to increase profits and achieve organizational purpose. He holds a Ph.D. in Business Administration and a Master's Degree in Economics. He has 20 years of strategic partner leadership experience, including senior executive roles at multiple technology firms where he formed and led over 300 multi-million dollar partnerships, totaling more than $10 billion in contract value at a Fortune 100 firm. He is also an Adjunct Professor of Business & Economics and a six-year U.S. Marine Corps veteran. He serves as a Strategic Advisor to leaders at companies like Dell, Bridgestone, Mercedes-Benz, and T-Mobile.
Notable Achievements: Authored "Partnernomics: The Art, Science, and Processes of Developing Successful Strategic Partnerships." He created the PARTNERNOMICS® platform by collaborating with over 300 partnership thought-leaders.
Key Contributions: Architected the PARTNERNOMICS® methodology and the PARTNERNOMICS IQ software. He hosts "The PARTNERNOMICS Show" podcast.
Bill Stone - Director of Strategic Partnerships
Professional Background: Listed as a key contact for the company.
Key Contributions: Instrumental in strategic partnership initiatives within PARTNERNOMICS®.

6. Talent and Growth Indicators

Hiring Trends and Workforce

PARTNERNOMICS® is a small company, with an estimated workforce of 1-10 employees. While specific internal hiring trends are not detailed, the broader market for partnership professionals is experiencing significant growth, with a 360% increase in the number of Partnership Managers hired in the U.S. over the past five years. This trend indicates a strong and growing demand for the specialized expertise and services that PARTNERNOMICS® provides. The company's methodology is praised by clients for career advancement and improving partnership success.

Company size and expansion metrics

PARTNERNOMICS® has helped over 4,900 companies from 98 countries implement its frameworks. The company's global network of Certified PARTNERNOMICS Implementers and Orchestrators supports its expansion by working with clients worldwide to build and scale partnership programs.

7. Social Media Presence and Engagement

Digital Footprint

PARTNERNOMICS® maintains a robust digital presence across multiple platforms:
YouTube: Hosts "The PARTNERNOMICS Show," a video talk show featuring industry experts discussing strategic partnering, channels, and ecosystems.
LinkedIn: Actively shares content, participates in community engagement, and promotes thought leadership within the partnering ecosystem.
Facebook: Maintains a presence for company updates and community interaction.
Podcasts: Audio versions of "The PARTNERNOMICS Show" are distributed on major podcast platforms including Podbean, Apple, Google, and Spotify.

Brand messaging and positioning

The company's key messaging revolves around "the science of partnering," providing tools, strategies, and frameworks to drive growth through successful partnerships. They consistently engage thought leaders through their show, covering crucial aspects of modern partnerships.

8. Recognition and Awards

Industry Recognition

PARTNERNOMICS® methodologies and educational offerings are well-regarded by prominent industry figures. Jay McBain, Chief Analyst at Omdia, has recognized the significant role PARTNERNOMICS® can play in the partnering ecosystem, emphasizing the need for partnership executives and managers to be educated and certified in successful practices. Customer testimonials from leading companies such as Shopify, AppsFlyer, and Dell commend the effectiveness and impact of the PARTNERNOMICS® framework and methodology. Mark Brigman's book, "Partnernomics: The Art, Science, and Processes of Developing Successful Strategic Partnerships," is also highly rated and provides a clear framework for managing partnerships.

9. Competitive Analysis

Major Competitors

The competitive landscape for PARTNERNOMICS® includes other professional services firms, consultants, and software providers focused on channel, alliance, and partnership management. While few direct competitors offer an equivalent "university-backed partnering methodology", indirect competitors include:
Partnership Relationship Management (PRM) Software Providers: Companies offering software solutions to optimize partnership performance.
Channel Sales Enablement Platforms: Platforms that assist in streamlining and enhancing channel sales.
General Business Consulting Firms: Larger consulting firms that may offer partnership strategy as part of broader growth initiatives.
Other Partnership-Focused Course and Certification Providers: Companies like the Association of Strategic Alliance Professionals (ASAP) offer certifications such as the Certified Strategic Alliance Professional (CSAP), which aims to help experienced partner managers create better alliance strategies.

PARTNERNOMICS® differentiates itself through its proprietary methodology, university-backed certifications, and specialized software integrated with Salesforce.com®.

10. Market Analysis

Market Overview

The market for strategic partnerships is dynamic and experiencing substantial growth. Studies show that 75% of commerce occurs through partnerships, and 38% of CEOs consider partnerships their dominant growth strategy. A significant 76% of CEOs anticipate their current business models will be unrecognizable in five years, primarily due to the rise of partnership networks. Forrester predicts that companies will need to increase their number of partners tenfold within the next five years.

Growth potential

The workload for partnership professionals has increased by 50% in the 2020s. Despite 85% of executives acknowledging the crucial role of strategic partnerships for growth, only 33% believe their organizations possess the necessary processes and expertise to execute them successfully. This gap highlights a substantial market opportunity for PARTNERNOMICS®.

Key market trends

Increasing reliance on partnerships: Traditional customer acquisition methods are less effective due to rising costs and market saturation, making strategic partnerships a vital avenue for sustainable growth.
Ecosystem-driven growth: The concept of "partnership ecosystems eating the world" underscores the shift from individual software to interconnected networks for growth.
Need for structured methodologies: The high failure rates of traditional partnerships (80-90% for channel; 70% for solutions) emphasize the critical need for systematic approaches like those offered by PARTNERNOMICS®.

11. Strategic Partnerships

PARTNERNOMICS® engages in strategic collaborations to enhance its offerings and reach. Key partnerships include:
Salesforce.com®: PARTNERNOMICS® developed its proprietary partner operations software, PARTNERNOMICS IQ, natively on Salesforce.com®. This integration provides a robust technological backbone for their methodology.
University of Central Missouri (UCM): In collaboration with UCM, PARTNERNOMICS® offers the world's only university-backed partnering methodology certifications, including the Strategic Partner Leadership Professional® (SPLP®) certification.
Nathan Furr (INSEAD): Partnered with Nathan Furr, an Associate Professor of Strategy at INSEAD, for the development of courses such as their "Innovator's Method" course.
Global Network of Certified PARTNERNOMICS Implementers and Orchestrators: These professionals work globally with clients to implement the PARTNERNOMICS® methodology and scale partnership programs.

12. Operational Insights

PARTNERNOMICS® differentiates itself by offering the only comprehensive, university-backed partnership methodology available in the market. Their approach directly addresses the high failure rates of traditional partnerships by providing systematic frameworks, processes, and a proprietary operating system (SPLM). This structured methodology provides a clear competitive advantage over fragmented or intuitive approaches. The proprietary software, PARTNERNOMICS IQ, natively integrated with Salesforce.com®, further strengthens their value proposition by providing a technological infrastructure for their methodology. The company aims to elevate partnerships from an intuitive endeavor to a science, thereby increasing the predictability and repeatability of success.

13. Future Outlook

Strategic Roadmap

PARTNERNOMICS® is strategically positioned to capitalize on the increasing global demand for effective strategic partnerships. Their roadmap includes:
Global Expansion: Continued expansion of their network of Certified PARTNERNOMICS Implementers and Orchestrators worldwide.
Standardization of Methodology: Aiming to establish their frameworks as the global standard for B2B partnership methodology through their software, training, and consulting services.
Educational Growth: Expanding reach through educational programs, certifications, and consulting engagements to meet the growing demand for skilled partnership professionals.
* Thought Leadership: Sustaining and strengthening their position as industry experts through ongoing thought leadership initiatives, such as "The PARTNERNOMICS Show."