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Why this book

A straight-talking diagnostic, not

another partnering playbook

Most partner programs fail for the same reasons, copied playbooks, unexamined assumptions, and hope-based strategy. This book puts each one under the microscope, chapter by chapter, and hands you the hard questions to ask before you spend another cent.

Expose the hidden assumptions

Twelve chapters unpack the traps tech leaders fall into when copying Microsoft, SAP, or Salesforce-style programs without their scale or credibility.

Diagnose before you build

A blind-spot test for each chapter, the hard questions your team needs to answer with evidence, not hope, before committing budget.

Built for early-stage and growing companies

Not written for Microsoft. Written for B2B software and SaaS leaders who've found product-market fit and are ready to scale through partners.

A positive path forward

Every trap ends the same way, with a bespoke roadmap for your actual stage of partnering maturity, not someone else's.

About the author

30+ years building partner programs, not just writing about them

Donagh Kiernan

Founder, Tenego · Partnering Strategy Advisor

Donagh started as a software developer in his pre-teens before founding his first company, Vistech Software, in 1994, a rising star in Ireland's tech boom that made the Deloitte Technology Fast 50 three years running.

In 2008 he founded Tenego Partnering to focus specifically on helping technology companies drive sales growth through partnerships. Since then, Tenego has worked hands-on with hundreds of companies building international partner programs — and since 2019, has taught the same process-driven approach through Tenego's courses.

This book distils that experience into practical, hands-on methodology you can start implementing within weeks, built to help you get started the right way, not copy someone else's.

30+ yrs

in technology & partnering

2008

founded Tenego Partnering

100s

of partner programs advised

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