A partner advisory board (PAB) is a strategic forum where a company convenes with its most valued partners to discuss strategic initiatives related to their partnerships ecosystem. This exclusive group typically includes senior leadership from the company and top-performing partners, allowing for a high-level exchange of ideas, insights and feedback.

PAB meetings serve as a platform for thought leadership, allowing members to share industry trends, best practices, and new solutions to address common challenges. The group also engages in strategic decision-making, collaboratively shaping go-to-market strategies, product roadmaps and joint marketing campaigns. For example, a software company might invite executives from its largest resellers to join a partner advisory board to discuss market trends, develop joint go-to-market strategies, and provide feedback on new product features.

These meetings play an important role in relationship building, building trust and respect between the company and its partners. Most partner advisory boards meet a few times a year or up to once per quarter to discuss high-level strategic growth initiatives.