Double Credit Is the Secret to Unlocking Bigger Revenue

When it comes to revenue, one of the most common debates inside sales organizations is “Who should get credit?”

On one side, Partner Managers are enabling and developing partners to market, sell, and service products. On the other, Account Executives are prospecting, driving demand with end users, and closing deals. Both roles are critical to growth. Both roles touch the same opportunities. Yet too often, leadership worries about “double paying” on deals.

Here’s the mistake: it’s not about paying double—it’s about giving credit to who deserves it.

Credit vs Compensation ⚖️

When a deal comes together through a Partner, the Account Executive may argue that they drove the opportunity, while the Partner Manager may point out that without the Partner, the door would never have opened. Companies sometimes try to solve this by stripping credit from one side. The result? Frustration, distrust, and a breakdown in collaboration.

Revenue credit should be shared. How that revenue converts into commission dollars is a separate question. Too often, organizations combine the two into the same issue. The smarter path is to first align on joint crediting—then design compensation models that reward collaboration rather than create conflict.

Why Collaboration Matters

When Partner Managers and AEs work together effectively, the benefits multiply:

• Partners get better support to co-sell, position solutions, and close gaps in customer needs. 🙌

• Account Executives gain access to new logos, expanded reach, and deeper credibility through partner relationships. 🔑

• Partner Managers prove value by tying partner influence directly to pipeline and bookings. 📊

It’s a win-win-win: for the AE, the Partner Manager, and the Partner.

Best Practices for AE–Partner Manager Collaboration

1. Joint Account Planning 📝

   • Sit down quarterly with Partner Managers, Account Executives, and Strategic Partners. Map target accounts, key contacts, and mutual opportunities.

   • Document clear ownership: who leads discovery, who introduces the Partner, and who drives the proposal.

     
     

2. Shared KPIs 📈

   • Move away from siloed metrics (e.g., AE quota vs. Partner-sourced pipeline).

   • Instead, track joint influenced revenue and Partner attach rate. This encourages both roles to lean in, not compete.

     
     

3. Pre-Call Alignment 🎤

   • Before customer meetings, align on messaging and role clarity. A Partner shouldn’t be surprised mid-call by conflicting narratives.

   • Decide in advance: who opens, who demos, who handles objections.

     
     

4. Celebrate Shared Wins 🥂

   • Recognize deals as team efforts. Post-win debriefs should include the AE, the Partner Manager, and the Partner to reinforce the value of collaboration.

     
     

5. Educate and Enable Continuously 📚

   • AEs should know how to leverage Partners effectively. Partner Managers should know the AE’s sales motion. The more each role understands the other, the easier it is to collaborate.

The Bigger Picture

At the end of the day, customers don’t care who gets credit. They care about outcomes. If your internal structure creates friction instead of alignment, the customer experience suffers.

The organizations that thrive are the ones that give multiple credit, design smart compensation plans, and create a culture where Partner Managers, AEs, and Partners work together seamlessly. 🏆