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BD & strategic partnerships intake

B2B Partnership Proposal Form Template

Replace the partnerships@ inbox with a structured form that captures partnership type, audience overlap, proposal summary, and value-exchange thesis before the BD team reads. Filters strategic-fit partnerships from vendor pitches in disguise.

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B2B Partnership Proposal Form Template

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Who this template is for

B2B partnership proposals arrive in one of three flavors — strategic-fit partners with real audience overlap and a clear thesis (the 5 % that should reach the BD team), vendor pitches dressed as partnership requests (the 70 % that should be filtered), and exploratory feelers with no clear ask (the 25 % that need structuring before they can be evaluated). This template structures the proposal itself — partnership type (co-marketing / content collaboration, technology integration with API or product integration, reseller or affiliate, channel or referral, joint product or solution build, investment or equity), audience and customer overlap (the single most diagnostic field — without overlap there is no partnership thesis), proposal summary, and the value-exchange section (what they bring, what they want in return). It is the structured BD intake your partnerships team uses before the partnerships@ inbox triage, not the generic 'partnerships' link in the footer that lands in a shared mailbox and gets followed up 3 weeks later when the proposer has lost interest. Used by SaaS partnership teams, marketplace BD orgs, agency network managers, and any B2B that runs a partner ecosystem on PartnerStack, Crossbeam, Reveal, Impartner, Allbound, Channeltivity, ZINFI, Salesforce PRM, HubSpot Partner Hub, or the equivalent Brazilian/Spanish channel platforms.

From partnership pitch to BD-team-reviewed in a structured triage

Proposer submits the form with their name, title, work email, company, and website URL (auto-enriched against Clearbit or ZoomInfo for company size, industry, funding stage, and ICP fit). Partnership type is a multi-checkbox to capture proposals that span categories — a 'co-marketing + tech integration' deal is structurally different from a 'pure reseller' deal and they route to different BD specialists. Audience and customer overlap is the most diagnostic field: the proposer describes how their customer base overlaps with yours, ideally with specific data (number of shared logos, % overlap in ICP, comparable verticals, comparable buyer personas). Without overlap there is no partnership thesis — proposals that wave at 'we both target SMB' without specifics are immediately filterable. Proposal summary captures what the proposer is actually asking for — co-marketing campaign, integration into your API, reseller agreement with rev share, channel referral program, joint product, investment round participation. Value to your side is the explicit ask for the proposer to state what they bring (audience access, integration code, sales reach, capital, content production, technical expertise, exclusive distribution rights). The deck/one-pager upload is optional — strong proposals usually attach because BD teams take attached materials more seriously than wall-of-text proposals, but the workflow does not require it. On submission, the workflow auto-scores the proposal — strategic-fit (audience overlap signal + ICP enrichment), proposer credibility (company size, funding, tech stack indicators), proposal-quality (is it specific or vague?) — and routes to the appropriate BD owner. For top-fit proposals, the workflow creates a calendar booking link auto-sent to the proposer for a 30-minute BD intake call. For middle-fit, the workflow routes to a BD email follow-up queue with the standard 'thanks for the proposal, let's discuss in 2 weeks' templated response. For low-fit proposals (vendor pitches, no audience overlap, generic asks), the workflow auto-sends the templated polite-decline that protects the inbox from a thousand 'just following up' emails. For partnerships that hit the auto-approve bar (existing partner expanding scope, ICP-exact match with prior engagement signal), the workflow can route directly to the contract template phase.

What's included

Every field exists because some BD team has been burned by its absence — usually at the partnerships review where 80 % of the queue turns out to be a vendor pitch with 'partnership' in the subject line, or at the strategic-fit assessment where the proposal has no answer to 'what's the value exchange?' because the proposer never thought about it before sending.

BD teams using partnership proposal forms

  • B2B SaaS with formal partner programs

    SaaS companies running structured partner programs (technology partner, channel partner, agency partner, affiliate, integration marketplace) where the partnerships team needs to triage 20-100 inbound proposals per month. The form's partnership-type field auto-routes to the correct sub-program, the audience-overlap field filters out vendors-disguised-as-partners, and the structured proposal summary surfaces the deal terms (rev share %, MDF amount, exclusivity requested, regional rights) that determine whether the proposal hits the BD team's pre-approval bar.

  • Marketplaces and platform companies

    App stores, integration marketplaces (Shopify App Store, Salesforce AppExchange, HubSpot App Marketplace, Atlassian Marketplace, Notion API integrations, Zapier integrations, Make/n8n integrations), and platform companies (Mercado Pago BR, Stripe Connect, Plaid) receive inbound partnership proposals from ISVs (independent software vendors), agencies, and complementary platforms. The form's integration-type subfield (API integration, embedded SSO, OAuth scope, webhook subscriptions, data sharing) captures the technical scope before the BD review.

  • Media, content, and creator economy companies

    Media properties, podcast networks, newsletter platforms (beehiiv, Substack, ConvertKit, RD Station Mkt, Beehiiv), and creator-economy platforms (Kajabi, Teachable, Hotmart, Eduzz, Patreon, Buy Me a Coffee) receive co-marketing and content-collaboration proposals constantly. The form's audience-overlap field filters out the generic 'we have a podcast too, want to swap' pitches from real strategic partnerships with comparable audience size and ICP. The deck upload is where established creators send press kits and audience demographics.

  • Brazilian channel/partner programs

    Brazilian B2B SaaS and agencies often run channel programs through systems integrators, regional resellers, and consultorias terceirizadas (the Stefanini, TIVIT, Sonda, CI&T, BRQ ecosystem at the top, plus hundreds of mid-tier regional channel partners). The form respects the Brazilian channel ecosystem — captures the proposer's status with major vendor programs (HubSpot Partner Brazil, Salesforce Partner, RD Station Partner, Pipedrive Partner, Conta Azul Partner, Bling Partner), the regional coverage (capitais, interior, sul, nordeste, sudeste), and the certification level. For Brazilian-specific partnership types, captures whether it is a SLA de Co-Investimento program (with shared MDF) or a pure reseller margin model.

  • Spanish channel and Latin American expansion

    Spanish-market and Latin American channel programs have specific structural patterns — channels in Mexico, Argentina, Colombia, Chile, and Spain each have different vendor-economic expectations (margin %, MDF availability, lead-sharing policy). The form captures the proposer's geographic coverage and the markets they want partnership rights for, plus the existing channel relationships with competing vendors (which determines exclusivity feasibility). For Spanish-market SaaS expanding to LATAM, the form is a critical filter because hundreds of regional consultancies pitch partnership without meaningful market presence.

  • Investment / strategic-deal intake

    Corp dev / strategic investment teams use this form's 'Investment / equity' partnership type to filter inbound investment proposals (often disguised as partnership proposals when the proposer wants to bypass formal corp dev channels). The form captures the strategic thesis, the audience overlap (which for an investment is the ICP alignment), and the value-exchange (capital vs. strategic value to the proposer's customers). For corporate VC programs (Salesforce Ventures, HubSpot Ventures, Notion Capital, Atlassian Ventures), this is the early intake that determines whether the proposal advances to the formal CV review process.

Tailor it to your partner program structure

Every B2B has its own partner program structure and qualification fields. Configure the partnership-type options to match your program tiers — most SaaS uses (1) Technology Partner / Integration (build into your API), (2) Channel Partner / Reseller (sell your product with margin), (3) Agency Partner (implement your product for clients), (4) Affiliate (lead-gen with commission), (5) Co-Marketing Partner (joint campaigns, content), (6) Strategic Partner / Investment (deeper economic relationship). Configure the audience-overlap subfield to capture the specific data points your BD team needs to triage — # of shared customers (for partners already in your ecosystem), % overlap of ICP, comparable verticals, comparable ARR range, comparable geography. Configure the proposal-summary structure with your preferred deal-terms — rev share % expectations, MDF requests, exclusivity scope (global, regional, vertical), term length, performance gates. Add the proposer-credibility fields you care about — funding stage and total raised, customer logos, leadership team links, prior partnership history with competing platforms. Configure the auto-decline templates with your preferred decline reasons — 'we are not currently expanding the partner program in your geography', 'audience overlap is below the bar for active engagement', 'we already have an exclusive partnership in this category' — so the polite-decline does not need manual writing. For agencies and consultancies receiving partner proposals, configure the field set to capture the proposer's specialty depth (white-label capabilities, certifications, case studies in your target vertical). For investment / corp dev intake, configure the additional fields — proposed valuation, deal size, % equity, board seat request, observer rights — but only if you want to filter formally. Integrate with your PRM (Partner Relationship Management) tool — PartnerStack, Crossbeam, Reveal, Impartner, Allbound, Channeltivity, ZINFI, Mindmatrix, Salesforce PRM, HubSpot Partner Hub, Magentrix, ZiftSolutions — so qualified proposals enter the partner pipeline directly. For Brazilian and Spanish channel programs, integrate with the local partner platforms (RD Station Partners, Conta Azul Partners, Bling Partners, Pipedrive Partners) for the regional channel workflow.

B2B partnership proposal FAQs

The partnerships@ inbox approach gets 80 % vendor pitches disguised as partnership requests and 20 % genuine partnership proposals, with no structure to distinguish them, no auto-decline for poor fit, and a typical 3-week response lag because no single person owns the inbox triage. This form structures the proposal at intake, auto-scores it for strategic fit, auto-routes to the appropriate BD owner, and auto-declines the obvious mismatches with a polite templated response. The teams that switch from inbox to structured form report a 5-10x reduction in BD time spent on triage and a 2-3x increase in time-to-first-response for legitimate proposals — because the BD team is no longer spending its day decoding ambiguous emails. The proposers also benefit — a structured form sets expectations about what makes a good proposal and filters out their own bad-fit attempts before they invest pitch-deck time.
Vendor pitches frame their product as something you should buy or distribute, with no real value exchange — they want your audience without offering meaningful audience access in return, or they want your tech without offering meaningful technical capability. Real partnership proposals have a clear value exchange — both parties bring something the other lacks. The form's 'value to our side' field is the key filter: if the proposer cannot articulate what they bring (audience access, technical capability, capital, exclusive distribution, content production at scale), the proposal is a vendor pitch disguised as a partnership ask. The audience-overlap field is the secondary filter: real partnerships require ICP overlap; partnerships across non-overlapping ICPs are usually fantasies that look strategic but produce no joint customer activity. Together these two fields filter out 70 % of inbound 'partnership' proposals into the polite-decline track.
Technology integration proposals have additional intake needs — the proposer wants to integrate with your API, OAuth, webhooks, or product, which has technical implications (security review, support burden, marketplace listing approval) on top of the partnership-strategic implications. The form's partnership-type field can route 'Technology integration' submissions to a secondary form that captures: which specific API endpoints they want to use, OAuth scopes requested, expected request volume, security certifications (SOC 2, ISO 27001, LGPD certified, ENS for Spain), the integration UX (embedded vs. external, white-label vs. branded), and the proposed listing path (marketplace, partner-only, custom). For Shopify App Store, Salesforce AppExchange, HubSpot Marketplace, Notion API integrations, Zapier integrations, Make/n8n integrations, the form captures the prior listing history and review status. The technical-fit assessment then routes to the platform team (security review for OAuth scopes, API team for volume capacity, product marketing for marketplace approval) rather than purely to BD.
On submission, the workflow can create the partnership opportunity in your PRM. For PartnerStack (the most common SaaS PRM for SMB to mid-market), the submission creates a partner application with the qualification fields available for the partner team's review and the contract-template phase. For Crossbeam and Reveal (account-mapping platforms), the submission triggers an overlap check against the proposer's customer base if they are already on the platform — which is the single most diagnostic data point for partnership-fit. For Impartner, Allbound, Channeltivity, ZINFI, Mindmatrix, and Magentrix (enterprise PRMs), the submission enters the appropriate partner-tier intake workflow. For Salesforce PRM and HubSpot Partner Hub (CRM-native partner platforms), the submission creates the partner record with the right object structure. For Brazilian channel programs running on RD Station Partners or Pipedrive Partners, the equivalent integration. For corp dev / investment intake, the submission can route to DocuSign or HelloSign for the NDA workflow if the proposal advances to that stage. The audit trail captures the submission timestamp, the routing rationale, the BD owner assignment, and the outcome — which is the documentation BD ops uses for the quarterly partnership pipeline review.
Brazilian and Spanish-market channel partnerships have specific structural patterns that this template handles. For Brazil, the form captures the proposer's status with major vendor programs (HubSpot Partner Brazil, Salesforce Partner Brazil, RD Station Partner, Pipedrive Partner, Conta Azul Partner, Bling Partner, Omie Partner) and the regional coverage (capitais vs. interior, sul, nordeste, sudeste, centro-oeste, norte). Brazilian channel programs typically distinguish between Bronze, Prata, Ouro, Diamante tiers with progressively better margins (15-30 %), MDF availability, and lead-sharing policies; the form captures the proposer's tier ambition and the volume commitment they propose. For Spain, the form captures the proposer's autonomous community coverage (the Castilla y León channel partner is structurally different from the Cataluña or Andalucía one), prior vendor relationships (Tecnocom, Indra, Sopra Steria, Atos España, Everis-NTT Data, Tecnova, Innovatech network), and the IVA-recoverable status that affects the channel margin calculation. For Latin American channel programs targeting Mexico, Argentina, Colombia, Chile, Uruguay, the form captures the legal entity structure (operating in country with local entity vs. partner-of-distributor model) and the local-tax-withholding obligations. The form's per-jurisdiction field tree handles all of this without forcing the proposer through a generic US-centric flow.

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