Not at all! But there are other ways to work with partners who want to resell your software. You have different options, such as O.E.M., that we will discuss next month. For now, let's focus on one of our favorite programs, the lead-provider program: It's easy to set up, and it's a good answer for companies that want to distribute your software. The program should push partners to raise leads for you. You keep marketing your product line to final customers directly, but when you close a deal that has been brought to you by a lead provider, you give them a commission. It's a risk-free program, and you can have as many lead providers as you want with a minimum set of rules.

Our Advice: When you negotiate with a candidate for this program, ask the management team of this partner how they will compensate the sales person who generated the lead for you. Depending on their answer, you'll know immediately whether the program will result in leads.