Salesforce, HubSpot, Shopify, the clouds: they all run a program. The brochure says ecosystem. The week is a queue.
What you are signing up for
A tier (often paid). A review. A listing. Sometimes deal registration. Sometimes a co-sell motion that exists for a small slice of partners and is folklore for the rest. A take rate if you sell through their store.
Read the current docs. Programs change. Your friend’s 2022 AppExchange story may be wrong now.
Their partner manager
They are measured on program metrics, not on your startup. You will get time if you are easy to review, you bring customer proof, and you do not need them to be your sales team. Send short notes. Bring numbers. Ask specific questions.
Co-sell is not a participation trophy
Cloud co-sell (ACE and cousins) can move deals when you already have a mutual customer and a seller who cares. It is not a lead engine you turn on by filling a form. Qualify it the same way you qualify any partner: owner, motion, proof.
How to be a good ISV in 90 days
Pass review. List honestly. Get your own customers to install. Share two named stories. Do not demand a keynote.
How to choose which program
Start where your buyers already live. One platform done well beats three badges. Use the directory to find the program page, then apply the same pull × distribution filter you use on everything else.