Анотація: (English) In today's rapidly changing market landscape and with increasing competition, creating an effective partner sales ecosystem is essential for sustainable business growth. This study aims to develop a conceptual model and provide practical recommendations for creating and managing such an ecosystem. Through a comprehensive analysis of current approaches and successful case studies, we have identified key success factors and common mistakes in scaling partner programs. We propose a multi-tiered partner sales ecosystem structure, explore the principles of selecting partners, and discuss mechanisms for establishing effective relationships. Additionally, we explore tools for evaluating their contribution to a company's strategic development. The study's findings include methodological guidance for adapting a partner strategy to different business models and market circumstances, allowing companies to effectively extend their geographical reach, explore new market sectors, and enhance their competitive standing through collaboration with partners.