Context · Growth motion
Partner-led
Growth arrives through affiliates, resellers, or integrations.
What changes here
The same four questions, and what each one runs into in this context.
Attribution
Partners are incentivised to claim credit, and last-touch rewards exactly that behaviour.
Incrementality
Holding out a partner is a commercial decision with relationship consequences, not just a design choice.
Allocation
The commission structure drives behaviour more than any budget decision you make.
Decisioning
The unit of decision is the partner rather than the customer.