Bonus: Partnership Pipeline

Partnership development is a process, not an event. Most first-time founders expect partnerships to happen quickly, but strategic relationships typically take 4-12 weeks to develop from first contact to active collaboration.

Understanding your pipeline helps you:

• Know what actions to take next with each prospect
• Set realistic timeline expectations
• Identify and fix bottlenecks in your process
• Focus energy on the highest-potential opportunities

The 7-Stage Partnership Pipeline

Stage 1: Research (1-2 hours per prospect)

What this means: You've identified a potential partner and are gathering intelligence before outreach.

Your actions:

• Deep research on their business, audience, and goals
• Find recent trigger moments or partnership opportunities
• Identify mutual connections or warm intro paths
• Gather contact information and verify email addresses
• Develop initial value proposition tailored to them

Success criteria:

• You understand their recent activity and challenges
• You have a specific reason to reach out (trigger moment)
• You know exactly what value you can offer them
• You have verified contact information

Timeline: Spend 30-60 minutes per high-value prospect, 15-30 minutes for lower priority

Common mistakes:

• Rushing to outreach without enough context
• Generic research that doesn't reveal partnership angles
• Focusing on what you want vs. what they need

Stage 2: Outreach (Day 1)

What this means: You've sent your initial partnership email.

Your actions:

• Send personalized email using SPARC framework
• Reference specific trigger moment or recent activity
• Lead with value proposition for them
• Include clear, low-friction next step
• Log the outreach in your tracking system

Success criteria:

• Email is genuinely personalized (not template)
• Clear value proposition for their business/audience
• Professional tone that positions you as peer, not vendor
• Specific ask that's easy to say yes to

Timeline: Send within 24-48 hours of identifying trigger moment

What to expect:

• 15-25% response rate for well-targeted outreach
• Most responses come within 3-5 business days
• No response doesn't mean no interest (people are busy)

Stage 3: Responded (Days 2-7)

What this means: They replied to your initial email (positive, negative, or neutral).

Types of responses and what they mean:

Positive Response Examples:

• "This sounds interesting, can you send me more details?"
• "I'd like to learn more, do you have time for a quick call?"
• "This could be a good fit, what did you have in mind?"
• "Not right now, but let's revisit in Q3"

Neutral Response Examples:

• "Thanks for reaching out, I'll review and get back to you"
• "Interesting, but we're focused on other priorities right now"
• "I'd need to see more details to evaluate this"

Negative Response Examples:

• "Not interested" or "This isn't a fit"
• "We don't do partnerships"
• "Wrong audience for us"

Your actions:

• Respond within 24 hours regardless of response type
• For positive: Schedule call or send detailed proposal
• For neutral: Provide more context and check back later
• For negative: Thank them and gracefully exit
• Update pipeline stage based on response type

Timeline: Most responses come within 3-5 days of sending

Stage 4: Exploring (Weeks 1-3)

What this means: You're having substantive conversations about potential collaboration.

What's happening:

• Discovery calls to understand their needs and goals
• Sharing detailed information about your product/service
• Discussing potential partnership structures
• Exploring mutual fit and value creation opportunities
• Building relationship and trust

Your actions:

• Conduct discovery call using framework from Lesson 4
• Send follow-up materials (deck, case studies, examples)
• Answer their questions promptly and thoroughly
• Provide social proof and credibility builders
• Keep conversations moving with regular check-ins

Success criteria:

• They're actively engaging and asking good questions
• Conversations are getting more specific over time
• They're sharing information about their business/needs
• Timeline and next steps are being discussed

Timeline: 1-3 weeks depending on complexity and decision-making process

Warning signs:

• Vague responses or lack of specific questions
• Long delays between communications
• Avoiding discussions about timeline or next steps
• Not sharing information about their side

How to advance:

• "Based on our conversation, should I put together a formal proposal?"
• "What information would be most helpful for your decision?"
• "Who else would need to be involved in this conversation?"

Stage 5: Negotiating (Weeks 2-6)

What this means: You're working out specific terms and structure of the partnership.

What's happening:

• Discussing compensation structure (revenue share, flat fees, etc.)
• Defining deliverables and expectations for both sides
• Setting timeline and success metrics
• Working through legal and operational details
• Getting internal approval from stakeholders

Your actions:

• Present formal partnership proposal (use template from Lesson 4)
• Negotiate terms that work for both parties
• Address concerns and objections professionally
• Provide draft partnership agreement or terms sheet
• Coordinate with legal/business teams as needed

Typical negotiation points:

• Revenue share percentage: Usually 10-30% for affiliate partnerships
• Exclusivity terms: Will they promote competitors?
• Content requirements: How many posts, videos, mentions?
• Timeline: When does partnership start and how long does it last?
• Performance expectations: Minimum traffic, conversions, engagement?

Success criteria:

• Both parties are actively working toward agreement
• Specific terms are being discussed and refined
• Timeline for launch is being planned
• Legal/contractual details are being addressed

Timeline: 2-6 weeks depending on partnership complexity

Common bottlenecks:

• Waiting for internal approvals on their side
• Legal review taking longer than expected
• Disagreement on compensation structure
• Unclear success metrics or expectations

How to keep things moving:

• "What's the typical timeline for your partnership approval process?"
• "Is there anything blocking us from moving forward?"
• "Who else needs to sign off on this?"

Stage 6: Active (Ongoing)

What this means: Partnership agreement is signed and collaboration is live.

What's happening:

• Partnership is actively generating value for both sides
• Regular communication about performance and optimization
• Content is being created and distributed
• Results are being tracked and analyzed
• Relationship is being maintained and deepened

Your actions:

• Execute on all agreed-upon deliverables
• Monitor performance metrics and share results
• Provide ongoing support and resources to partner
• Look for opportunities to expand or improve partnership
• Maintain regular communication and relationship building

Success metrics to track:

• Traffic/reach: How many people are being reached?
• Engagement: Are people clicking, watching, responding?
• Conversions: How many leads/customers are being generated?
• Revenue: What's the actual business impact?
• Relationship health: Is partner satisfied and engaged?

Timeline: Ongoing, but review performance monthly

How to optimize:

• Share performance data regularly with partner
• Ask for feedback on what's working/not working
• Test different approaches and content formats
• Look for ways to provide additional value

Stage 7: Closed (End state)

What this means: Partnership has ended or opportunity was passed on.

Reasons partnerships close:

• Natural completion: Campaign finished successfully
• Poor performance: Not generating expected results
• Strategic changes: Business priorities shifted
• Relationship issues: Communication or execution problems
• Better opportunities: Focus moved elsewhere

Your actions:

• Conduct partnership retrospective to extract learnings
• Maintain positive relationship for future opportunities
• Document what worked and what didn't
• Update partnership templates and processes based on learnings
• Consider whether to re-engage in the future

Key learnings to capture:

• What partnership structure worked best?
• What messaging resonated with their audience?
• What caused the partnership to end?
• Would you work with similar partners again?
• How can you improve the process next time?

Sample Pipeline Tracking

Pipeline Strategy Tips:

Batch Similar Activities:

• Do all research on Mondays
• Send all outreach emails on Tuesdays
• Schedule calls for Wednesday/Thursday
• Do follow-ups on Fridays

Prioritize by Potential Impact:

• Tier 1: High-reach partners who align perfectly with your audience
• Tier 2: Medium-reach partners or good alignment
• Tier 3: Experimental partnerships or lower potential

Plan for Seasonality:

• Q4: Holiday partnerships and year-end campaigns
• Q1: New year, resolution-focused content
• Summer: Vacation and lifestyle partnerships
• Back-to-school: Productivity and learning partnerships

Build Relationship Capital:

• Even if partnership doesn't work out, maintain positive relationship
• Share relevant opportunities or introductions
• Celebrate their wins on social media
• Keep door open for future collaboration

When to Give Up vs. Keep Pushing

Keep pushing if:

• They're responding consistently, even if slowly
• They're asking specific questions about partnership terms
• They've shared internal timeline or decision-making process
• Initial conversations showed genuine interest and fit

Give up if:

• No response after initial email + follow-up
• Stuck in same stage for >6 weeks with no progress
• They're asking for significant free work with no commitment
• Multiple delays or postponements without clear timeline
• Feedback suggests poor fit or lack of interest

Remember: Strategic partnerships are a long game. Some of your best partnerships may take 6+ months to develop, but start with smaller commitments and build trust over time.

Pipeline Management Best Practices

Weekly Pipeline Review

Every Friday, review your pipeline:

For each active prospect, ask:

• What stage are they in?
• How long have they been in this stage?
• What's the next action needed to advance?
• Are there any blockers or red flags?
• Should I prioritize or deprioritize this opportunity?

Red flags to watch for:

• Stuck in Exploring for >4 weeks: Probably not serious
• Asking for lots of free work upfront: May be taking advantage
• Avoiding specific questions about timeline: Not a priority for them
• Multiple delays or postponements: Other priorities taking precedence

Moving Prospects Forward

From Research to Outreach:

• Don't over-research - once you have trigger moment and value prop, send email
• Perfect is the enemy of good - ship the email

From Outreach to Responded:

• Follow up once after 5-7 days if no response
• After follow-up with no response, move to "Closed" and focus elsewhere

From Responded to Exploring:

• If positive response, immediately suggest specific next step (call, send materials)
• Don't let momentum die - respond within 24 hours

From Exploring to Negotiating:

• After 2-3 conversations, suggest formal proposal
• Don't explore forever - if there's fit, move to concrete terms

From Negotiating to Active:

• Set clear timeline for decision-making
• Address blockers directly rather than waiting
• Be willing to walk away from deals that drag on too long

Email Templates and Personalization

Create template frameworks, not scripts:

Template Structure:

• Opening hook (personalized)
• Context setting (your company/product)
• Value proposition (what's in it for them)
• Social proof (credibility builders)
• Clear next step (specific ask)

Personalization at scale:

• Research 2-3 specific facts about each target
• Reference their recent content or achievements
• Mention mutual connections when possible
• Customize value proposition for their specific situation

Workflow for Daily Outreach

Monday: Research new targets (1 hour)

‍Tuesday-Thursday: Send 3-5 outreach emails daily (30 minutes)

‍Friday: Follow up on existing conversations (30 minutes)

Weekly review:

• Which messages got responses?
• What partnerships are progressing?
• Who should you follow up with?
• What new targets should you research?