Partner activation is the process of engaging and mobilizing newly recruited partners to actively participate and contribute to a company's business objectives. It involves turning passive participants into active contributors who perform valuable activities, such as sharing links, making referrals, generating leads or closing deals. While the specific criteria for defining partner activation can vary across programs, the common denominator is that partners must demonstrate tangible actions that benefit the company.

This may include registering their first deal, closing their first sale, generating a certain amount of revenue within a specified period or consistently engaging in co-marketing activities. Partner activation is distinct from partner onboarding, which focuses on familiarizing partners with the company's products, services and program guidelines. Onboarding is a prerequisite for activation, but it does not guarantee active participation. Activation requires a level of engagement and commitment from partners, as they actively apply their knowledge and resources to drive results for the company.

Successful partner activation requires a strategic approach that combines onboarding, ongoing training and support, clear communication, and motivating incentives. Companies can leverage various tactics to encourage partner activation, such as offering personalized guidance, providing access to sales tools and resources, hosting webinars and workshops, and recognizing and rewarding top performers.