If you want your SaaS to scale, you need to build a partner ecosystem, not just a referral scheme. Here's how:

1. Pick the right partner types.
Not all partners are equal. Choose the ones who already serve your ICP—resellers, agencies, system integrators, or tech partners. Start small and validate fast.

2. Create real value for them.
Partners care about three things: revenue, reputation, and results. Show how your product helps them grow their business. Don’t just throw them a commission and expect loyalty.

3. Build repeatable partner enablement.
You need assets, onboarding, and support that scales. Create demo kits, battlecards, and co-selling playbooks. Train partners like you would train your best sales reps.

4. Track performance like you track sales.
What gets measured gets managed. Set up clear KPIs: leads sourced, deals closed, product usage from partner-sourced accounts. Use CRM integrations and attribution tools to track it all.

5. Incentivize for outcomes, not activities.
Avoid paying for webinars or social posts that don’t convert. Tie rewards to pipeline, closed revenue, or retained customers. Smart incentives drive smart behavior.

6. Co-market and co-sell with purpose.
Joint campaigns and sales calls work—if they’re focused. Don’t just share logos. Align on audience, messaging, and CTA. Execute together, review together.