Good morning and happy Friday!

We're hitting pause on our 2025 Partner Planning Bootcamp for a hot minute. Why? Because I recently read something in Dan Murray-Serter's "The Science of Success" newsletter that lit a fire under me. It's a tactic that's criminally underused in our industry: strategic appreciation.

Don't worry, we'll resume planning next week, but this can't wait.

Let's dive in!

The Tribal Instinct in Partner Programs

Despite our fancy tech and global networks, our brains are still wired for life in small, tight-knit groups. Anthropologist Robin Dunbar pegged this number at about 150 people - what's now known as "Dunbar's number."

Sound familiar? It's about the size of a decent partner program.

Here’s the issue: Too many partner managers treat their programs like vending machines. Insert incentives, dispense results, rinse, repeat. But partnerships aren’t transactions—they’re humans. And the currency that drives these humans? Appreciation.

The Neuroscience of 'Thanks': It's Not Just Feels, It's Deals

When you show genuine appreciation, you're not just being nice - you're triggering a biochemical fiesta in your partners' brains:

1. Oxytocin Goes Up: Partners become more loyal than a golden retriever.

2. Dopamine Increases: They'll chase wins like squirrels after acorns.

3. Cortisol Drops: Less stress means more creativity. Who knew?

In short, a well-timed "thanks" can turn a transactional reseller into a ride-or-die ally.

The "They're Just Doing Their Job" Fallacy

I can hear some of you now: "But Ann, why should I appreciate partners for doing what they're paid to do?"

This mindset is leaving more money on the table than a forgetful billionaire. Your partners aren't just order takers - they're the face of your brand to customers. Treating them like valued team members isn't soft - it's smart business.

Appreciation Tactics That Won't Make You Cringe

1. Data-Driven Props: "Your solution helped close that enterprise deal 30% faster than average. That's not just good, that's 'write a case study' good."

2. Real-Time Kudos: Don’t wait for quarterly reviews—use your partner portal, Slack, or email to highlight wins faster than social media spreads cat videos. Instant appreciation is far more impactful than a delayed “great job.”

3. Tiered Appreciation: Align recognition with partner levels. Top-tier partners might get a mention in your earnings call, while up-and-comers get featured in your newsletter. Everyone loves a good hierarchy, right?

4. Innovation Callouts: "Your AI integration didn't just solve a problem, it opened a new market segment. This is the kind of thinking that separates the unicorns from the donkeys."

5. Customer Impact Stories: Share how a partner’s work impacted the end-user. It’s one thing to say “great job,” but it’s another to show how their efforts made a real-world difference.

The Multiplier Effect: Small Thanks, Big Gains

In our relentless pursuit of MQLs, deal registrations, and co-sell opportunities, it's easy to overlook the simple power of appreciation.

Appreciated partners don't just perform better - they become your unofficial hype squad. They'll prioritize your solutions, fight for mindshare, and sing your praises at every turn. It's like having a sales team you don't have to pay commission to (don't get any ideas).

AI Learning Lab: The 60-Second Appreciation Generator

Let's use some AI to jumpstart your appreciation game. here’s your crash course:

1. Snag the prompt below.

2. Swap out [PARTNER NAME] and [SPECIFIC ACHIEVEMENT]. Unless "Generic Partner" achieving "Something Vague" is actually impressive in your world.

3. Feed it to your AI of choice (ChatGPT, Claude, or whatever robot overlord you prefer).

Prompt:

Create a partner appreciation message for [PARTNER NAME] who has [SPECIFIC ACHIEVEMENT]. Make it punchy, specific, and hint at future opportunities. Throw in a dash of humor, but keep it classy. 50 words max.

Next week, we're back to 2025 planning. For now, go appreciate some partners!