Partner, alliance, and channel revenue
Partnerships on the board deck. Not yet in the forecast.
Henry Advisory Group builds partner and alliance revenue for AI and data companies that sell with the hyperscalers (AWS, Microsoft, Google Cloud), the data platforms (Databricks, Snowflake), and the AI model platforms. The work turns a platform relationship into pipeline the field works and a number the CFO will forecast.
Where it stalls
Most platform partnerships produce activity, not revenue.
The relationship is real. The listing is live. The logo is on the partner page. And the partner line in the forecast is still empty.
A listing that has never transacted
The marketplace listing went live with an announcement. No private offer has closed through it.
A partnership with no joint pipeline
A Databricks or Snowflake partnership was announced. Nobody can name the shared accounts it is working.
Registrations that rarely reach commit
Co-sell opportunities get registered and accepted, then age out before a buyer is ever in the room.
A first hire with an uncounted number
The first partner hire carries a target nobody agreed how to count.
Where co-sell opportunities stop
Most accepted opportunities never reach qualification
Illustrative data. A common pattern, not a client result.
Services
Three engagements. Each one ends with something your team runs.
Partner Revenue Diagnostic
Three weeks to measure what partner revenue is real, where it leaks, and what to do in the next 90 days.
- Length
- Three weeks, fixed scope
- Format
- Data review, interviews, readout
- You get
- Baseline, motion map, 90-day plan
- Best for
- Before a partner hire, a board review, or a launch
Hyperscaler Co-Sell and Marketplace Launch
90 days to take one platform from accepted to producing, with a partner line in the forecast.
- Length
- 90 days
- Format
- Embedded with sales, RevOps, and the partner team
- You get
- One motion live, listing transacting, partner line in the forecast
- Best for
- A listing or co-sell program that is not producing
Fractional Head of Partnerships
Senior partner leadership one to two days a week, ending with the permanent hire.
- Length
- 6 to 12 months
- Format
- One to two days a week, in the leadership cadence
- You get
- A partner team that runs, a forecastable number, and the hire
- Best for
- No partner leader yet, or a first hire who needs a senior operator
Every engagement includes the role specification for the permanent partner leader and hands-on help hiring that person.
Who it is for
AI and data companies whose buyers already run on a platform.
Series A to D or PE-backed, roughly $5M to $150M ARR, selling to enterprise and upper mid-market, where partnerships are on the board deck but not yet in the forecast.
AI-native applications
Products built on foundation models and sold to enterprise teams that want to buy through the marketplace they already use.
AI infrastructure and tooling
Products that run inside a hyperscaler or data platform account, where the platform relationship sets the pace of the deal.
Data infrastructure
Products that sit next to Databricks or Snowflake, where joint customers are the market and joint pipeline is rarely measured.
Also a fit: SaaS companies with the same need, and MSP-focused and security SaaS companies building a channel. Who it is for
Proof
Partnerships built from both sides.
Built a managed AWS business from one customer to $1B ARR, as AWS’s #1 global MSP partner.
Negotiated a $500M AWS Strategic Collaboration Agreement.
Took a Microsoft partnership from launch to Globally Managed Enterprise SI designation in under a year.
Grew partner-influenced revenue from 3% to over 40% of regional revenue.
Built partner organizations from zero more than once; most recently after an acquisition, 5 to 23 people in two quarters, 166% of Q1 forecast.
Owned a $400M services P&L.
Who does the work
One principal. The person who builds the plan runs it.
Jason Henry
Founder and Principal
Jason Henry is Founder and Principal of Henry Advisory Group. For more than 20 years he has built partnerships from both sides: as the hyperscaler’s top partner, at the negotiating table with AWS, and as the builder of partner organizations from zero. He built a managed AWS business from one customer to $1B ARR, as AWS’s #1 global MSP partner. Henry Advisory Group takes on one to three engagements a year, so every client works with Jason directly.
Perspectives
Notes on partner revenue, from the operator’s side.
If the partner number is not in the forecast, it is not a number.
Why partner revenue needs the same counting rules as the rest of the pipeline, and what those rules look like.
ReadOctober 2026 · 3 min readRegistrations are activity. Qualified joint pipeline is the asset.
Co-sell programs reward registrations. Revenue comes from what happens after acceptance.
ReadOctober 2026 · 3 min readHire the partner leader after the motion, not before.
Why first partner hires so often fail inside a year, and how to set the permanent leader up to succeed.
ReadNext step
Start with a working session.
Bring your partner pipeline as it stands. The session covers where partner revenue is real today, where it stalls, and where a partner line could enter the forecast.