# Partnership & BD Execution Pack
## Employee Onboarding Automation SaaS — HRIS/ATS Integration Partnership Program

---

## 1) Context Snapshot

**Objective:** 2x qualified pipeline (from current baseline to double) within 6 months by expanding from 3 live integrations to 10-15 through HRIS and ATS integration partnerships.

**Success metric(s):**
- Primary: 2x pipeline (measured as qualified opportunities sourced or influenced by integration partnerships)
- Secondary: 10-15 live integrations (up from 3 today)
- Leading indicators: partner conversations started (Week 2), LOIs/pilots signed (Month 2), integrations shipped (Month 3-6)

**Time box:** 6 months (targeting first new partners live within 8-12 weeks)

**Target market/ICP:** Mid-market companies (200-2,000 employees) evaluating or using HRIS and ATS platforms for hiring and people operations.

**Partnership type(s):** Platform/integration partnerships (primary); co-marketing partnerships (secondary, where integration is not feasible).

**Constraints:**
- Engineering: 1.5 engineers allocated to integrations (severe constraint — roughly 60-75 engineering-weeks over 6 months)
- Timeline: Outreach must begin within 2 weeks
- Budget: Not specified (assumed lean; no large MDF or event budget)
- Legal/compliance: Not specified (assumed standard SaaS terms; no regulated data beyond standard HR data handling)
- Exclusivity appetite: Assumed low — cannot afford to lock into exclusive arrangements given the need for breadth

**Current baseline:**
- 3 integrations live (partners/platforms not specified)
- Pipeline baseline exists but not quantified (the "1x" we want to double)
- BD team capacity not specified (assumed founder or 1 BD person + product/eng support)

**Assumptions & unknowns:**
- **Assumption:** The 3 existing integrations are with major platforms (e.g., BambooHR, Greenhouse, or similar). If they are smaller platforms, the prioritization below shifts.
- **Assumption:** The product has a functional API or webhook framework that can be extended to new integrations (not building from scratch each time).
- **Assumption:** "2x pipeline" means roughly 2x the number of qualified opportunities entering the sales funnel, not 2x revenue (which would lag).
- **Assumption:** No dedicated partner marketing budget; co-marketing is organic (blog posts, joint webinars, marketplace listings).
- **Unknown:** Which 3 integrations are already live — this affects which partners to target next.
- **Unknown:** Current pipeline attribution — what % of pipeline today comes from integration partners vs. direct.
- **Unknown:** Whether existing partners have formal partner programs with marketplace listings, co-sell motions, etc.
- **Unknown:** BD owner identity and whether they have partner management experience.

---

## 2) Partnership Thesis

**Why partner (vs. direct sales/marketing)?**
Employee onboarding automation is a "stack play" — buyers almost always evaluate onboarding tools in the context of their HRIS and ATS. Integration presence is table stakes for mid-market buyers: they search within their HRIS/ATS marketplace, ask their vendor rep for recommendations, or filter for "integrates with X" on review sites. Without integrations, you are invisible in the primary discovery channels for your ICP. Partnerships create a distribution moat: every new integration is a permanent demand channel.

**Why now?**
- The mid-market HR tech stack is consolidating around a relatively small number of HRIS and ATS platforms. Early integration partners get preferential listing, co-sell attention, and case study positioning.
- With only 3 integrations, you are likely losing deals where the buyer's existing stack is not supported. Each incremental integration removes a disqualification reason.
- The 6-month window aligns with typical mid-market buying cycles (Q3-Q4 budget planning, Q1 new-year rollouts).

**Partner archetypes in scope:**
1. **HRIS platforms** (primary): Where employee data lives; the system of record for onboarding triggers
2. **ATS platforms** (secondary): Where the hire-to-onboard handoff happens; natural workflow trigger point
3. **Adjacent HR tech** (tertiary/opportunistic): Payroll, benefits administration, identity/provisioning tools that share the mid-market ICP

**Non-goals (explicit):**
- We are NOT building a channel/reseller program (no rev-share or referral fees at this stage)
- We are NOT pursuing enterprise-only platforms (e.g., Workday, Oracle HCM) — the integration investment is too high for our capacity
- We are NOT doing bespoke integrations for individual customers — every integration must serve multiple accounts
- We are NOT pursuing co-marketing-only partnerships without integration (except Tier 0 for strategic reasons)
- We are NOT signing exclusivity deals with any partner

**Value exchange summary:**
We make their platform stickier for mid-market customers by automating the onboarding workflow that starts in their system; they give us marketplace distribution, co-sell introductions, and credibility with our shared ICP.

**Risks we're avoiding:**
- Bespoke integration deals that consume engineering bandwidth on one-off requests
- Exclusivity traps that limit our ability to integrate broadly
- Over-committing engineering to deep integrations before validating demand signal from lighter ones

---

## 3) Partner Target List + Scoring

### Scoring Model

**Scoring scale:** 1 (low) to 5 (high)

| Criterion | Weight | How to Score |
|---|---:|---|
| Strategic fit (ICP overlap with mid-market 200-2000 employees) | 25% | 5 = core mid-market; 3 = mixed; 1 = enterprise or SMB only |
| Distribution potential (marketplace, co-sell, customer base size) | 25% | 5 = large marketplace + active co-sell; 3 = marketplace only; 1 = no partner channel |
| Mutual value clarity (why they care about onboarding automation) | 15% | 5 = onboarding is a known gap they want filled; 3 = adjacent; 1 = unclear |
| Feasibility (integration effort given 1.5 eng) | 20% | 5 = open API, 1-2 weeks; 3 = 3-4 weeks; 1 = 8+ weeks or closed API |
| Decision velocity (can we reach a decider in 2-4 weeks?) | 10% | 5 = warm path exists; 3 = cold but accessible; 1 = bureaucratic/unreachable |
| Risk (compliance, exclusivity pressure, reputational) | 5% | 5 = low risk; 3 = manageable; 1 = high risk |

**Weighted score formula:** `SUM(score_i * weight_i)` — maximum = 5.00

### Shortlist: Top 12 Partners (Prioritized)

**Tier A — High Priority (pursue immediately, Weeks 1-2)**

| # | Partner | Type | Why They Might Care | What We Offer | Decision-Maker Hypothesis | Intro Path | Feasibility | Score | Next Action |
|---|---|---|---|---|---|---|---|---|---|
| 1 | **BambooHR** | HRIS | Core mid-market HRIS; onboarding is a known gap in their platform; they want to be the "hub" for employee lifecycle | Automated onboarding workflows triggered from their system; marketplace listing; joint case study | VP/Dir of Partnerships or BD; or Head of Integrations/Ecosystem | Check if existing customers use BambooHR (customer overlap); LinkedIn mutual connections; BambooHR partner program application | High — well-documented API, REST-based; est. 2-3 weeks | 4.55 | Apply to partner program + send warm intro request this week |
| 2 | **Rippling** | HRIS | Fastest-growing mid-market HRIS; actively building integration ecosystem; onboarding automation is a competitive differentiator they want to enable | Integration that makes Rippling the "trigger" for onboarding; case study with shared mid-market customer | Head of Partnerships; or Ecosystem/Platform team lead | Rippling partner directory application; investor network overlap; tech community connections | High — modern API, well-documented; est. 2-3 weeks | 4.45 | Apply to partner program + identify mutual investor/advisor connections |
| 3 | **Greenhouse** | ATS | Leading mid-market ATS; the hire-to-onboard handoff is a critical workflow they want to be seamless; reduces churn risk | Automated onboarding triggered at offer-accept; marketplace listing showing "hire to Day 1 in one click" | Dir/VP of Partnerships or Integrations; or Head of Platform/Ecosystem | Greenhouse partner program application; mutual customers; HR tech community events | High — robust API with webhooks; est. 2-3 weeks | 4.40 | Apply to partner program + reach out via mutual customer intro |
| 4 | **Lever (now Employ)** | ATS | Strong mid-market ATS; recently merged with Jobvite/JazzHR under Employ brand — actively consolidating partner ecosystem; wants to show breadth | Same hire-to-onboard automation; helps Employ show a unified platform story | VP of Partnerships at Employ; or Lever's former ecosystem lead (likely still in org) | Employ partner program; LinkedIn network; HR tech conference connections | High — good API; est. 2-3 weeks | 4.25 | Apply to Employ partner program + send cold outreach to partnerships lead |

**Tier B — Strong Fit (pursue in Weeks 2-4)**

| # | Partner | Type | Why They Might Care | What We Offer | Decision-Maker Hypothesis | Intro Path | Feasibility | Score | Next Action |
|---|---|---|---|---|---|---|---|---|---|
| 5 | **Gusto** | HRIS/Payroll | Dominant in SMB moving upmarket to mid-market; wants to prove mid-market readiness with strong integrations | Onboarding automation that makes Gusto viable for 200+ employee companies; joint messaging for "growing companies" | Head of Partnerships or Platform | Gusto partner directory; tech startup network; potential customer overlap | Moderate — good API but some HR-specific scoping needed; est. 3-4 weeks | 4.05 | Research Gusto partner program requirements + identify warm connections |
| 6 | **Ashby** | ATS | Fast-growing modern ATS targeting mid-market; small but opinionated partner ecosystem; wants to be seen as the "integrated" choice | Seamless hire-to-onboard workflow; early partnership = case study opportunity | Head of Partnerships or CEO (small team, founder-accessible) | Direct LinkedIn outreach (smaller company = more accessible); HR tech community | High — modern API; est. 2 weeks | 4.00 | Direct cold outreach to partnerships lead or founder |
| 7 | **Namely** | HRIS | Mid-market focused HRIS; onboarding is a feature they offer but not deeply; integration strengthens their platform story | Deeper onboarding automation than their native feature; retention play for their customers | VP of Partnerships or Product Partnerships | Namely partner directory; mutual customer introductions | Moderate — API exists but less modern; est. 3-4 weeks | 3.85 | Apply to partner program + identify mutual customers |
| 8 | **iCIMS** | ATS | Large ATS with strong mid-market presence; extensive marketplace; wants comprehensive ecosystem | Marketplace listing + onboarding automation for their mid-market segment | Dir of Technology Partnerships or Marketplace | iCIMS marketplace application; HR tech conferences | Moderate — enterprise-grade API, more scoping needed; est. 4 weeks | 3.80 | Apply to iCIMS marketplace + research API documentation |

**Tier C — Opportunistic (pursue in Weeks 4-8, or when Tier A/B are in motion)**

| # | Partner | Type | Why They Might Care | What We Offer | Decision-Maker Hypothesis | Intro Path | Feasibility | Score | Next Action |
|---|---|---|---|---|---|---|---|---|---|
| 9 | **Paylocity** | HRIS/Payroll | Strong mid-market payroll/HRIS; growing integration ecosystem; onboarding tied to payroll setup is a natural extension | Automated onboarding that feeds into payroll setup; reduces manual data entry for their customers | Dir of Partnerships or Technology Alliances | Partner program application; industry events | Moderate — est. 3-4 weeks | 3.60 | Research partner program; queue for Month 2 outreach |
| 10 | **JazzHR (Employ)** | ATS | Part of Employ family; targets smaller mid-market (200-500); bundled approach through Employ partnership could cover JazzHR | Same Employ partnership covers JazzHR; cross-sell to smaller mid-market | Through Employ VP of Partnerships (same as Lever) | Bundled with Lever/Employ outreach | Moderate — est. 3 weeks | 3.55 | Bundle with Employ/Lever outreach |
| 11 | **Personio** | HRIS | European mid-market HRIS expanding to US; wants US integration partners to support expansion | US-based onboarding automation for their US mid-market customers; helps their expansion story | Head of Partnerships (EU-based, likely) or US expansion lead | LinkedIn; European HR tech community; potential investor overlap | Moderate — est. 3-4 weeks; possible EU data considerations | 3.45 | Research US expansion team; queue for Month 2 |
| 12 | **Okta / OneLogin** | Identity/Provisioning | Adjacent — identity provisioning is part of onboarding; integration creates a "complete Day 1" story | Onboarding workflows that trigger provisioning; joint "zero-touch Day 1" narrative | Technology Partnerships team | Partner program application; developer community | High technical fit but longer partnership cycle — est. 2-3 weeks eng, but 6-8 weeks BD | 3.30 | Research partner programs; long-term play |

### Top Wedge Recommendation

**Start with BambooHR, Rippling, Greenhouse, and Ashby (4 partners).** Rationale:
- BambooHR + Rippling cover the HRIS side of the mid-market with the largest customer bases
- Greenhouse + Ashby cover the ATS side with strong mid-market positioning
- All four have well-documented, modern APIs (feasibility is high)
- Combined engineering estimate: ~9-11 weeks for all four, within capacity for the first 3 months
- These four alone likely cover 40-50% of your ICP's tech stack, creating significant pipeline unlock

---

## 4) Partner Pitch Kit

### One-Page Partner Pitch (Adaptable Template)

**Subject line (email):** Partner opportunity: Automate the hire-to-Day-1 workflow for mid-market teams

---

**1) Why we're reaching out (why them):**
Your platform is where mid-market companies manage their people [or hiring]. But we consistently hear from shared customers that the handoff from [hire/employee record] to a fully onboarded, productive employee is still manual, error-prone, and takes 2-4 weeks longer than it should. We think there's a meaningful opportunity to solve this together.

**2) What we do (1-2 sentences):**
[Company name] automates employee onboarding workflows — from offer acceptance through IT provisioning, benefits enrollment, manager check-ins, and Day 1 readiness. We serve mid-market companies (200-2,000 employees) and reduce onboarding time by [X]% while eliminating manual tasks for HR teams.

**3) The opportunity (why now):**
- Mid-market companies are consolidating their HR tech stack and choosing platforms with strong integration ecosystems
- Onboarding automation is the #1 requested integration category for HRIS/ATS platforms (per G2/industry surveys)
- We already have [3] live integrations and validated demand — every integration we ship drives measurable pipeline for both sides
- Early integration partners get preferred marketplace positioning and a joint case study

**4) Value exchange:**
- **For you:** Stronger platform stickiness + retention for mid-market customers; a marketplace listing in a high-demand category; joint case study showing "hire to Day 1 in one click"; our customers become your customers (and vice versa)
- **For us:** Distribution through your marketplace and co-sell motions; credibility with our shared ICP; bi-directional lead flow from integration users

**5) Proof:**
- [X] mid-market customers live on our platform
- [3] integrations already live and generating pipeline
- [X]% reduction in onboarding time / [X] hours saved per new hire (use actual metrics)
- Customer logos: [list 2-3 recognizable mid-market logos]
- [Any relevant metrics: NPS, retention, activation rates for integrated customers vs. non-integrated]

**6) Proposed next step:**
20-minute call to explore whether a lightweight integration pilot makes sense. We can scope a Tier 1 integration (2-3 weeks of engineering) and have something live in your marketplace within 6-8 weeks.

**7) One clear ask:**
Would [specific person] be open to a 20-minute call next week to see if this fits your integration roadmap?

---

### Talk Track (for live conversations)

**Opening (30 seconds):**
"We automate the messy part of employee onboarding — everything between 'offer accepted' and 'fully productive on Day 1.' Our sweet spot is mid-market companies with 200-2,000 employees, and we've found that the #1 driver of adoption is whether we integrate with the company's existing HRIS/ATS. That's why we're talking to you."

**Value exchange (60 seconds):**
"Here's what we're seeing: your customers are asking for onboarding automation — it's one of the top integration requests in the category. We can build a lightweight integration in 2-3 weeks that lets their HR team trigger our onboarding workflows directly from [Partner platform]. For you, that means stickier customers and a new marketplace listing in a high-demand category. For us, it means distribution to your customer base. We've already done this with [existing partner] and it's driving [X leads/month] for both sides."

**Proof (30 seconds):**
"We have [X] mid-market customers today, [3] live integrations, and our integrated customers see [X]% faster onboarding and [X]% higher retention. We'd love to build a case study together with a shared customer."

**Ask (15 seconds):**
"Would it make sense to do a 2-week pilot to scope the integration and see if the demand signal is real? We can start lightweight and expand based on results."

### Alpha/Case Study Angle (for Tier A partners)

"We'd love to be an early integration partner for [specific initiative — e.g., Rippling's mid-market expansion, BambooHR's marketplace growth]. We're willing to invest engineering time upfront and co-produce a flagship case study with a shared customer. In return, we'd ask for preferred marketplace positioning and a co-marketing announcement. We've seen this model work — our integration with [existing partner] generated [results] and the case study is being used by both sales teams."

---

## 5) Scalable Offer Structure + Negotiation Parameters

### Offer Tiers

**Critical design principle:** With only 1.5 engineers, every integration hour must be allocated deliberately. No bespoke deals. Every partner gets a tier; exceptions require founder/BD lead approval.

#### Tier 0 — Co-Marketing Only (No Engineering)
- **What we provide:** Joint blog post or webinar; mutual mentions in content; "works with" badge (if applicable via manual CSV/file-based data exchange)
- **What partner provides:** Co-marketing distribution; potential warm introduction to their partnership team when engineering opens up
- **Engineering cost:** 0 weeks
- **When to use:** Partner scores well on strategic fit and distribution but integration is not feasible in the current window, OR the partner's API is not ready
- **Typical partners:** Adjacent HR tech, payroll platforms where integration is complex, partners in the queue

#### Tier 1 — Light Integration (Standard)
- **What we provide:** Unidirectional or bidirectional data sync via API (employee data, hire events, onboarding triggers); marketplace listing co-creation; basic documentation; 1 joint case study; mutual enablement (1-pager + FAQ for partner's sales team)
- **What partner provides:** Marketplace listing; co-marketing announcement (blog, email, social); introduction to 3-5 shared customers for pilot; ongoing listing maintenance
- **Engineering cost:** 2-4 weeks (1 engineer)
- **When to use:** Default tier for all Tier A and Tier B partners
- **Support commitment:** Bug fixes within 5 business days; quarterly compatibility check; no dedicated support channel
- **Typical integrations:** Webhook-triggered onboarding flows, employee data sync, hire-event listeners

#### Tier 2 — Deep Integration (Selective)
- **What we provide:** Full bidirectional workflow integration (embedded UI components, real-time sync, advanced triggers); co-sell enablement (joint demo, battlecard, training); dedicated integration support channel; quarterly roadmap alignment; 2+ joint case studies
- **What partner provides:** Preferred/featured marketplace placement; co-sell commitment (intro to partner AEs, joint pipeline reviews); engineering liaison for API changes; co-marketing campaign (webinar + blog + email + social)
- **Engineering cost:** 6-10 weeks (may require both engineers)
- **When to use:** ONLY for partners scoring 4.0+ who have demonstrated demand signal (e.g., pilot success, customer requests, co-sell commitment)
- **Approval required:** Founder/BD lead must approve before committing
- **Typical partners:** Top 2-3 HRIS/ATS platforms where the distribution payoff justifies the investment

### Engineering Capacity Plan (6 Months)

| Period | Available Eng-Weeks | Allocation |
|---|---:|---|
| Month 1-2 | ~12 weeks | 3-4 Tier 1 integrations (Tier A partners: BambooHR, Rippling, Greenhouse, Ashby) |
| Month 3-4 | ~12 weeks | 2-3 Tier 1 integrations (Tier B partners) + upgrade 1 Tier 1 to Tier 2 if demand warrants |
| Month 5-6 | ~12 weeks | 2-3 more Tier 1 integrations + 1 Tier 2 upgrade + maintenance buffer |
| **Total** | **~36 weeks** | **10-12 integrations (8-10 Tier 1 + 1-2 Tier 2) + maintenance** |

*Buffer: Reserve 15-20% of capacity for maintenance, bug fixes, and API changes from existing integrations.*

### Negotiation Parameters

**Deal goals (must-have for any partnership):**
- Marketplace listing (or equivalent public-facing integration page)
- Co-marketing announcement (minimum: joint blog post or email mention)
- Introduction to 3+ shared customers for pilot/validation
- Non-exclusive (we can integrate with competitors)

**Nice-to-haves:**
- Featured/preferred marketplace placement
- Co-sell introductions (partner AEs introducing us to their customers)
- Joint case study production
- Access to beta APIs or partner sandbox environment
- MDF (marketing development funds) or co-marketing budget

**Non-negotiables:**
- No exclusivity (we will not be exclusive to any single HRIS or ATS)
- No custom/bespoke integration work outside defined tiers
- No unlimited support commitments (support is tiered per offer level)
- No revenue share at this stage (we are trading distribution for integration, not paying for leads)
- We retain ownership of our customer relationships (no "owned by partner" clauses)

**Pre-approved ranges:**
- Co-marketing commitment: Up to 1 joint blog post + 1 webinar per quarter per partner (Tier 1); up to 2 per quarter (Tier 2)
- Engineering investment: Up to 4 weeks per Tier 1 partner; up to 10 weeks per Tier 2 partner (must be pre-approved)
- Data sharing: Anonymized usage metrics only; no sharing of customer PII or commercial terms
- Revenue share: Not offered at this stage; if partner insists, counter with mutual lead sharing and revisit at 12-month review

**Walk-away conditions:**
- Partner requires exclusivity
- Integration scope exceeds Tier 2 without proportional co-sell commitment
- Partner demands revenue share or referral fees without reciprocal pipeline commitment
- Partner's API is undocumented, unstable, or requires an NDA that restricts our other partnerships
- Partner wants to white-label or embed our product without clear branding/attribution

**What we will NOT do:**
- Build custom features for a single partner
- Provide dedicated engineering support (24/7 or SLA-based) for any integration
- Agree to "most favored nation" clauses on integration depth
- Build integrations for platforms outside our ICP (enterprise-only or micro-SMB)
- Pay marketplace listing fees exceeding $500/year without demonstrated ROI

---

## 6) Deal Process + Mutual Action Plan

### Deal Path

```
Discovery Call (20 min) → Technical Scoping (1-2 calls) → Pilot Agreement (2 weeks) → Integration Build (2-4 weeks) → Beta Testing with 3-5 Customers (2 weeks) → Marketplace Launch → Operating Cadence
```

### Mutual Action Plan (MAP) — Template for Each Partner

| Stage | Owner | Exit Criteria | Target Timeline |
|---|---|---|---|
| **1. Discovery call** | BD lead | Mutual interest confirmed; partner identifies integration owner; we share Tier 1 scope doc | Week 1-2 |
| **2. Technical scoping** | Engineering lead + partner tech contact | API capabilities confirmed; integration spec agreed; effort estimated within tier budget | Week 2-3 |
| **3. Pilot agreement** | BD lead + partner partnerships lead | Scope, timeline, success criteria, and co-marketing commitments documented in a 1-page pilot brief | Week 3-4 |
| **4. Integration build** | Engineering (our side) | Integration functional in staging; basic test coverage; documentation drafted | Week 4-8 |
| **5. Beta testing** | BD lead + 3-5 shared customers | Integration tested by real users; bugs fixed; customer feedback collected; case study candidate identified | Week 8-10 |
| **6. Marketplace launch** | BD lead + partner marketing | Marketplace listing live; co-marketing announcement published; sales enablement distributed | Week 10-12 |
| **7. Operate** | BD lead (ongoing) | Monthly metrics review; quarterly roadmap check-in; case study published within 60 days of launch | Ongoing |

### Pilot Definition (Standard)

**Duration:** 2 weeks of active customer testing (after integration build is complete)
**Participants:** 3-5 shared mid-market customers (identified during discovery)
**Success criteria:**
- Integration functions as specified (data syncs, triggers fire, no critical bugs)
- At least 3 of 5 pilot customers activate the integration
- At least 1 customer agrees to participate in a joint case study
- Partner confirms marketplace listing will go live within 2 weeks of pilot completion

**Failure criteria (triggers re-evaluation):**
- Fewer than 2 of 5 pilot customers activate
- Critical bugs that require >1 week of additional engineering
- Partner declines marketplace listing or co-marketing after pilot

### Key Terms Outline (Non-Legal)

| Term | Our Default | Negotiable Range |
|---|---|---|
| Exclusivity | Non-exclusive | Non-negotiable |
| Integration tier | Tier 1 | Tier 2 with approval for top partners |
| Co-marketing | 1 joint announcement at launch | Up to quarterly co-marketing for Tier 2 |
| Data sharing | Anonymized usage metrics only | No PII sharing |
| Support SLA | Best-effort, 5 business day response | Dedicated channel for Tier 2 only |
| Revenue share | None | Mutual lead sharing; revisit at 12-month mark |
| Term length | 12 months, auto-renew | Minimum 6 months for pilot-only |
| Termination | 30 days written notice | 60 days for Tier 2 |

*Note: All terms above are non-legal framing. Actual contracts require legal review before signing.*

---

## 7) Outreach Sequences (Ready to Run in 2 Weeks)

### Sequence A — Warm Intro Ask (for partners where a connection exists)

**Day 1: Intro request to connector**

> Subject: Quick intro to [Partner] partnerships team?
>
> Hi [Connector name] — quick ask. We're exploring an integration partnership with [Partner] because their mid-market customers keep asking for onboarding automation, and we think there's a natural fit.
>
> Could you introduce me to whoever leads partnerships or integrations over there? If it's easier, here's a 2-sentence blurb you can forward:
>
> > "[Company name] automates employee onboarding for mid-market companies (200-2,000 employees). We'd love to explore a lightweight integration with [Partner] — their customers are already asking for it, and we can have something live in their marketplace within 6-8 weeks."
>
> Totally fine if the timing isn't right — appreciate you either way.

**Day 3 (after intro is made): First message to partner contact**

> Subject: [Connector] intro — onboarding automation integration
>
> Hi [Partner contact] — thanks for connecting. I'm [Name] at [Company]. We automate employee onboarding workflows for mid-market companies, and we're seeing strong demand from customers who use [Partner platform].
>
> The short version: we think a lightweight integration (onboarding triggered from [Partner platform]) could drive real value for your customers and give you a high-demand marketplace listing. We already have 3 integrations live and can scope a Tier 1 build in 2-3 weeks.
>
> Would you be open to a 20-minute call next week to see if this fits your integration roadmap?

**Day 7: Follow-up (if no response)**

> Subject: Re: [Connector] intro — onboarding automation integration
>
> Quick follow-up — wanted to share a 1-pager on the proposed integration and what we've seen with existing partners: [attach/link pitch doc].
>
> If this isn't your area, happy to be pointed to the right person. No worries either way.

### Sequence B — Cold Outreach (for partners without a warm path)

**Day 1: Initial cold email**

> Subject: Integration opportunity: Automate onboarding for [Partner] customers
>
> Hi [Name] — I'm [Your name] at [Company]. We help mid-market companies (200-2,000 employees) automate employee onboarding — everything from offer acceptance to Day 1 readiness.
>
> Reaching out because we're hearing from shared customers that they want [Partner platform] + [Company] to work together. Onboarding automation is consistently one of the top-requested integration categories for HRIS/ATS platforms, and we think there's a win-win:
>
> - **For [Partner]:** A high-demand marketplace listing; stickier mid-market customers; joint case study
> - **For us:** Distribution to your customer base; credibility with our shared ICP
>
> We already have 3 live integrations and can scope a lightweight build in 2-3 weeks. Would you be open to a 20-minute call next week to explore fit?

**Day 4: Follow-up (value-add)**

> Subject: Re: Integration opportunity: Automate onboarding for [Partner] customers
>
> Following up with a quick proof point — our integration with [existing partner] went from scoping to marketplace-live in 6 weeks and is already driving [X] qualified leads per month for both sides.
>
> Attached is a 1-pager on the proposed integration scope and value exchange. If partnerships or integrations isn't your area, who would be the best person to speak with?

**Day 10: Final follow-up (break-up)**

> Subject: Re: Integration opportunity — closing the loop
>
> Hi [Name] — just closing the loop on this. If the timing isn't right or this isn't a priority, totally understand.
>
> If there's a better time to revisit (e.g., next quarter's integration roadmap planning), I'd love to know so I can follow up then. Otherwise, no hard feelings — I'll keep an eye out for natural opportunities to connect.

### Sequence C — Alpha/Case Study Angle (for Tier A platform partners)

**Day 1: Alpha partner pitch**

> Subject: Alpha partner + flagship case study for [Partner] marketplace
>
> Hi [Name] — we're seeing a strong trend in mid-market HR: companies want onboarding automation that lives inside their HRIS/ATS, not as a separate tool. We've built exactly that and already have [X] mid-market customers and 3 live integrations.
>
> If [Partner] is investing in growing your mid-market integration ecosystem, we'd love to be an early/alpha integration partner. Here's what we're proposing:
>
> - We invest engineering time to build a high-quality integration in 2-4 weeks
> - We co-produce a flagship case study with a shared mid-market customer
> - You give us preferred marketplace positioning and a co-marketing announcement
>
> We can start with a 2-week pilot with clear success criteria. Would [specific person] be open to a quick call to explore this?

### 2-Week Execution Plan

| Day | Action | Owner | Target |
|---|---|---|---|
| **Day 1 (Mon)** | Submit partner program applications for BambooHR, Rippling, Greenhouse, Ashby | BD lead | 4 applications submitted |
| **Day 1** | Identify warm connectors for each Tier A partner (search LinkedIn, ask team, check investor network) | BD lead | Connector list for each partner |
| **Day 2 (Tue)** | Send warm intro requests (Sequence A, Day 1) for partners with connectors | BD lead | 2-3 warm intro asks sent |
| **Day 2** | Send cold outreach (Sequence B, Day 1) for partners without warm paths | BD lead | 2-3 cold emails sent |
| **Day 3 (Wed)** | Send follow-up messages to warm intros that have been made (Sequence A, Day 3) | BD lead | First partner meetings requested |
| **Day 4 (Thu)** | Send cold follow-ups (Sequence B, Day 4) with 1-pager attached | BD lead | Value-add follow-ups sent |
| **Day 5 (Fri)** | Review responses; update tracking sheet; prep for any scheduled calls | BD lead | Tracking sheet updated |
| **Day 8 (Mon)** | Begin outreach to Tier B partners (Gusto, Ashby if not yet contacted, Namely, iCIMS) | BD lead | 4 new outreach emails sent |
| **Day 8** | Conduct first discovery calls with any Tier A partners who responded | BD lead + Eng lead | Discovery calls completed |
| **Day 9 (Tue)** | Send warm intro requests for Tier B partners | BD lead | 2-3 more intro asks |
| **Day 10 (Wed)** | Send final follow-ups (Sequence B, Day 10) for non-responsive Tier A partners | BD lead | Break-up emails sent |
| **Day 10** | Technical scoping prep: review API docs for responding partners | Eng lead | API assessment for top responders |
| **Day 11 (Thu)** | Send cold outreach to remaining Tier B partners | BD lead | Full Tier B coverage |
| **Day 12 (Fri)** | Week 2 review: tally responses, meetings booked, pipeline created; plan Month 2 | BD lead | Status report + Month 2 plan |

### Tracking Sheet (Columns)

| Partner | Tier | Outreach Date | Channel (warm/cold) | Response? | Meeting Booked? | Discovery Done? | Pilot Agreed? | Integration Status | Notes |
|---|---|---|---|---|---|---|---|---|---|

### Content Assist (Lightweight Credibility Building)

Publish 2-3 pieces in the first 4 weeks to signal expertise and create share-worthy content for partner conversations:

1. **LinkedIn post (Week 1):** "We analyzed onboarding workflows at 50 mid-market companies. Here's what we found about the HRIS-to-onboarding handoff..." (data-driven, tag relevant platforms)
2. **Blog post (Week 2):** "Why integration-first onboarding is winning in mid-market HR tech" (positions you as ecosystem-minded; shareable with partners)
3. **LinkedIn post (Week 3):** Case study snippet from an existing integration partner — "[Partner] + [Company]: How [Customer] cut onboarding time by X%" (social proof for prospective partners)

---

## 8) Launch + Operating Cadence

### Launch Plan (Per Partner)

**Launch date target:** 8-12 weeks from partnership agreement (varies by tier)

**What "launched" means:**
- Integration is live in production
- Marketplace listing is published (with screenshots, description, and setup guide)
- Co-marketing announcement is published (blog post or email)
- Internal sales enablement is distributed (both sides)
- At least 3 customers have activated the integration

**Enablement assets to create (once, reuse across partners):**
- Integration FAQ (how it works, setup steps, troubleshooting)
- Partner battlecard (for our sales team: "when a prospect uses [Partner], say this...")
- Joint demo script (5-minute walkthrough showing the integration in action)
- Partner-facing 1-pager (what we do, why integrate, customer proof)
- Setup documentation (for customers activating the integration)

**Co-marketing plan (per launch):**
- Joint blog post announcing the integration (published on both company blogs)
- Email to mutual customer base highlighting the integration
- Social media announcement (LinkedIn, Twitter) with partner tagged
- Marketplace listing optimization (keywords, screenshots, customer quotes)
- Case study production (target: within 60 days of launch, featuring a pilot customer)

**Measurement:**
| Metric | Leading/Lagging | Target (per partner, first 90 days) |
|---|---|---|
| Marketplace listing views | Leading | Track baseline; aim for 100+ views/month |
| Integration activations | Leading | 10+ customers activating within 90 days |
| Leads sourced/influenced by partner | Leading | 3-5 qualified leads/month |
| Pipeline created from partner channel | Lagging | Measurable pipeline within 90 days |
| Closed-won revenue attributed to partner | Lagging | At least 1 closed deal within 6 months |
| Customer retention (integrated vs. non-integrated) | Lagging | Higher retention for integrated customers |

**Support + escalation:**
- Tier 1: Bug reports via shared Slack channel or email; 5 business day response
- Tier 2: Dedicated Slack channel; 2 business day response; quarterly roadmap sync
- Escalation: Partner-impacting outages communicated within 4 hours; post-mortem shared within 1 week

### Operating Cadence

**Weekly (internal):**
- 15-minute standup: outreach pipeline status, integration build progress, blockers
- Owner: BD lead + Engineering lead

**Biweekly (per active partner):**
- 30-minute working sync: integration progress, customer feedback, upcoming co-marketing
- Owner: BD lead + partner counterpart

**Monthly (internal):**
- 60-minute metrics review: leads sourced, pipeline influenced, integrations shipped, outreach conversion rates
- Decision: Which partners to upgrade to Tier 2? Which to deprioritize? Where to allocate next engineering sprint?
- Owner: BD lead + founder/CEO

**Quarterly (per launched partner):**
- QBR: Review metrics, discuss roadmap alignment, plan next quarter's co-marketing, identify expansion opportunities
- Owner: BD lead + partner partnerships lead

---

## 9) Risks, Open Questions, and Next Steps

### Risks

| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| **Engineering capacity crunch:** 1.5 engineers is thin; any integration taking longer than estimated compresses the roadmap | High | High | Strict tier enforcement; Tier 1 only (no Tier 2) until Month 3; reserve 20% buffer for maintenance; say "not yet" to partners if queue is full |
| **Partner non-responsiveness:** Mid-market HRIS/ATS vendors may be slow to respond or deprioritize smaller partners | Medium | Medium | Multi-threaded outreach (partnerships team + product team + developer relations); warm paths first; alpha/case study angle to create urgency |
| **API instability or poor documentation:** Partner APIs may be harder to work with than expected, inflating build times | Medium | High | Require API documentation review before committing to build; add 1-week buffer to all estimates; exit early if API quality is below threshold |
| **Low activation post-launch:** Integration goes live but customers don't activate it | Medium | Medium | Build activation into onboarding flow; in-app prompts; joint email to shared customers; track activation as a leading metric |
| **Bespoke deal pressure:** Partners may push for custom features or deeper integration than Tier 1 | High | Medium | Tier structure is the defense; all exceptions require founder approval; "not yet, but here's the path to Tier 2" response |
| **Existing integrations break:** Maintaining 3 existing + 7-12 new integrations could create a support burden | Medium | Medium | Automated integration health monitoring; reserve 15-20% of engineering capacity for maintenance; deprecation plan for low-usage integrations |

### Open Questions

1. **Which 3 integrations are already live?** This critically affects which partners to target next (avoid duplicating existing coverage; identify gaps).
2. **What is the current pipeline baseline?** We need a number to measure "2x" against. Also: what % of current pipeline is partner-sourced vs. direct?
3. **Who is the BD owner?** Is this founder-led, or is there a dedicated BD/partnerships person? This affects outreach capacity and cadence.
4. **Do we have customer "stack" data?** Knowing which HRIS/ATS platforms our existing customers use would dramatically sharpen the partner priority list.
5. **What does our API/integration framework look like?** Is there a reusable integration layer, or is each integration built from scratch? A shared framework would reduce per-partner engineering cost.
6. **Budget for partner program basics?** Marketplace listing fees, co-marketing production costs, event attendance — even a small budget matters.
7. **Legal review process?** Who reviews partnership agreements? How long does legal review typically take? This affects the MAP timeline.
8. **Data handling/compliance requirements?** Mid-market HR data may include PII — what are our obligations and constraints around data that flows through integrations?

### Next Steps (This Week)

| # | Action | Owner | Due |
|---|---|---|---|
| 1 | **Answer open questions above** — especially: which 3 integrations are live, current pipeline baseline, and BD owner identity | Founder/BD lead | Day 1-2 |
| 2 | **Pull customer stack data** — survey or check CRM/product analytics to see which HRIS/ATS platforms customers use; refine partner priority list | Product/BD lead | Day 1-3 |
| 3 | **Submit partner program applications** for BambooHR, Rippling, Greenhouse, and Ashby | BD lead | Day 1 |
| 4 | **Map warm connectors** — for each Tier A partner, identify investors, advisors, customers, or LinkedIn connections who can make an intro | BD lead | Day 2 |
| 5 | **Customize outreach templates** — fill in company name, proof points, metrics, and customer logos in the outreach sequences above | BD lead | Day 2 |
| 6 | **Send first warm intro requests** — target 2-3 warm intros by end of Day 3 | BD lead | Day 3 |
| 7 | **Send first cold outreach emails** — target 2-3 cold emails by end of Day 3 | BD lead | Day 3 |
| 8 | **Set up tracking sheet** — use the tracking template above in your CRM or a shared spreadsheet | BD lead | Day 1 |
| 9 | **Brief engineering lead** on Tier 1 integration scope and the partner priority queue; begin API documentation review for top 4 partners | BD lead + Eng lead | Day 3-5 |
| 10 | **Publish first LinkedIn post** (credibility content) to signal ecosystem thinking before partner conversations happen | BD lead or founder | Day 5 |

---

## Quality Gate: Checklist Verification

### A) Objective + scope
- [x] Objective is stated as outcome + metric + date: "2x pipeline in 6 months via 10-15 integrations"
- [x] Partnership type(s) explicitly chosen: platform/integration (primary), co-marketing (secondary)
- [x] Non-goals listed: no channel/reseller, no enterprise-only platforms, no bespoke integrations, no exclusivity
- [x] Constraints explicit: 1.5 engineers, 2-week outreach start, assumed lean budget

### B) Scalable offer
- [x] Offer tiers defined: Tier 0 (co-marketing), Tier 1 (light integration), Tier 2 (deep integration)
- [x] "What we will NOT do" list exists
- [x] Negotiation parameters documented with defaults and ranges
- [x] Internal owners clear: founder/BD lead approval required for Tier 2 and exceptions

### C) Partner list + scoring
- [x] Shortlist exists (12 partners scored and prioritized)
- [x] Scoring criteria + weights explicit (6 criteria, weighted)
- [x] Top partners have "why they care" + expected value + key risks
- [x] Decision-maker hypothesis for each top partner
- [x] Intro path and next action for each top partner

### D) Pitch + outreach
- [x] Pitch answers: why them / why us / why now
- [x] Value exchange is concrete (marketplace listing, stickier customers, joint case study)
- [x] Proof points included (with placeholders for actual metrics)
- [x] Outreach templates are specific and ethical (3 sequences: warm, cold, alpha)
- [x] 2-week execution plan exists with daily actions and tracking

### E) Deal + negotiation
- [x] Deal path defined: discovery -> scoping -> pilot -> build -> beta -> launch
- [x] Walk-away conditions explicit (5 conditions listed)
- [x] Exclusivity logic: non-exclusive is non-negotiable
- [x] MAP exists with owners + exit criteria + timelines
- [x] Legal/security review called out as human checkpoint

### F) Launch + ops
- [x] Launch definition clear (integration live + marketplace listed + co-marketing published + enablement distributed + 3 customers activated)
- [x] Enablement assets listed (FAQ, battlecard, demo script, 1-pager, docs)
- [x] Co-marketing plan concrete (blog, email, social, marketplace, case study)
- [x] Metrics defined (leading: views, activations, leads; lagging: pipeline, revenue, retention)
- [x] Operating cadence exists (weekly internal, biweekly partner sync, monthly metrics, quarterly QBR)

### G) Finalization
- [x] Risks section included (6 risks with likelihood, impact, mitigation)
- [x] Open questions section included (8 questions)
- [x] Next steps section included (10 actions for this week)
- [x] Assumptions/unknowns explicitly labeled (8 assumptions, 8 unknowns)

---

## Self-Assessment (Rubric Score)

| Dimension | Score | Notes |
|---|---|---|
| 1. Objective clarity | 5 | Outcome, metric, time box, and non-goals are all crisp |
| 2. Partner fit + prioritization | 4 | Scoring model applied; shortlist with next actions and DM hypotheses; would be 5 with customer stack data to validate |
| 3. Value exchange strength | 4 | Partner incentive alignment is clear; proof points are structured but need real metrics filled in; ask is low-friction |
| 4. Scalability + internal readiness | 5 | Three tiers defined with guardrails; negotiation parameters explicit; engineering capacity plan mapped; ownership clear |
| 5. Deal process + negotiation readiness | 5 | MAP with stages, owners, and exit criteria; walk-away conditions explicit; exclusivity is non-negotiable; legal checkpoint included |
| 6. Execution plan + operating cadence | 5 | 2-week outreach plan with daily actions; tracking sheet; launch plan; weekly/biweekly/monthly/quarterly cadence |
| 7. Risk handling + transparency | 5 | 6 risks with mitigations; 8 open questions; 10 next steps; all assumptions labeled |
| **Total** | **33/35** | **Ready to run this week.** Top gap: partner list accuracy depends on knowing which 3 integrations are already live and getting customer stack data. |