1. Money. 2. Leads. 3. Education. If you're saying margin is an issue, you should skew to the side of education and lead funnel model. At the end of the day, most good partners will always go with the vendors that are going to make them the most money. You should be rewarding the most loyal with actual money if possible. Otherwise, be strategic with who you partner with so you can potentially offer their services to your clients. Your partners will see quality customers as more valuable than reseller / affiliate funds. A lot of companies see this as a distraction, so you have to prioritize your bandwidth as such. From an education perspective, I see marketing swaps / partnerships as easy points of entry. This can be done through webinars, lunch and learns, blog posts, etc. It educates both the partner and potential customer bases. It really depends on what the company's margin is and their ability to actually "expand".