Explore / Find customers and sell / Partnerships
Partnerships · checked 11 November 2026
Sort a partnership by who owns the customer and who takes the money, then ask for one named customer, one named seller and one date before you build.
A referral partner sends a name and takes a cut, a tech partner builds an integration you each sell into your own base, and a reseller buys at a discount and sells on. With a much bigger company, say yes to a pilot and no to a program until they name a customer, a seller and a date. Most of the job is finding companies whose customers overlap with yours and turning introductions into deals.
The steps 15 answers
- Referral, tech partner, reseller, SI: someone offered us a partnership, which one is it? GTM
- What does a partnerships person actually do all day? GTM
- A much bigger company wants to partner with us. Should we say yes? GTM
- I have just been handed partnerships as my job. What do I do in the first 90 days? GTM
- How do I get a partner's reps to actually mention us in their deals? GTM
- What should a tech integration partnership include beyond a logo swap? GTM
- How do I run account mapping with a partner without giving away our pipeline? GTM
- How do I tell whether a partnership is actually working, and when do I kill it? GTM
- When should we hire our first full time partnerships person, and what do we pay them? GTM
- How do I stop my AEs from treating partner deals as a threat to their number? GTM
- How do I design a partner program from scratch: tiers, margins and enablement? GTM
- How do I get real attention from AWS or Microsoft instead of just another badge? GTM
- What does a genuinely best in class partner program look like up close? GTM
- Is ecosystem-led growth a real strategy or just a vendor's marketing? GTM
- How do the best operators partner with a company a hundred times their size without getting crushed? GTM
The readingMost used across these answers
- How to Build a Tech Partner Program That Works Watch · 11 answers
- ELG Insider Read · 5 answers
- Dissecting the Role of Partner Manager Read · 3 answers
- Why (and When) Strategic Partnerships Make Sense for SaaS Startups Read · 3 answers
- All about Channel Partners: ISVs, VARs, SIs and MSPs Listen · 3 answers
- The GTM guide to building SaaS channel partnerships Read · 3 answers
- HubSpot's ex-VP of Channel Sales: How to Build The World's Best Channel Sales Program Read · 3 answers
- Nearbound and the Rise of the Who Economy Read · 3 answers
- The 2025 State of Cloud GTM Report Read · 3 answers
- Head of Partnerships: The 2026 Role and Hiring Guide Read · 3 answers
The terms
eChai Partner Brands
The partnership →
