Partnerships and alliances

Tech and integration partners, co-selling, co-marketing, when a partnership is real, and your first partnerships hire.

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What does a partnerships person actually do all day? Mostly three things: finding companies whose customers overlap with yours, getting people at those companies to trust you enough to make introducti... Breaking into GTM 4 resources → Referral, tech partner, reseller, SI: someone offered us a partnership, which one is it? Ask one question: who owns the customer relationship and who takes the money. A referral partner sends you a name and takes a cut while you do ever... Breaking into GTM 4 resources → A much bigger company wants to partner with us. Should we say yes? Usually the honest answer is yes to a pilot, no to a program. Big companies sign a lot of partnerships and staff very few, so the announcement cost... Breaking into GTM 4 resources → I have just been handed partnerships as my job. What do I do in the first 90 days? Do not launch a program. Spend month one finding the five to ten companies that already show up inside your won deals, because your customers have ... Breaking into GTM 4 resources → What should a tech integration partnership include beyond a logo swap? An integration only becomes a partnership when three things exist: a working connection your support team can debug, a joint customer story with a ... Doing the work 4 resources → How do I tell whether a partnership is actually working, and when do I kill it? Split the number into partner sourced (they brought the deal) and partner influenced (they were present in a deal you would probably have had anywa... Doing the work 4 resources → When should we hire our first full time partnerships person, and what do we pay them? The trigger is workload and money, not a funding round. When partner conversations stop fitting into a founder's evenings, roughly 15 to 25 active ... Leading a GTM team 3 resources → How do I stop my AEs from treating partner deals as a threat to their number? Pay them the same or more on a partner deal. Every clever half credit scheme ends the same way, with reps quietly routing around the channel until ... Leading a GTM team 4 resources → How do I design a partner program from scratch: tiers, margins and enablement? Keep version one embarrassingly simple: two tiers, one margin band, one certification. Typical software economics run 5 to 15% for referral, 20 to ... Leading a GTM team 5 resources → How do I get real attention from AWS or Microsoft instead of just another badge? Assume the partner development manager owes you nothing and is measured on their own number. Nearly everyone finds this hard, so the differentiator... Leading a GTM team 4 resources → What does a genuinely best in class partner program look like up close? Look at Shopify, HubSpot and Microsoft rather than at frameworks. Shopify paid out over 1.3 billion dollars to partners in 2025 and treats develope... How the best do it 4 resources → Is ecosystem-led growth a real strategy or just a vendor's marketing? It is a real observation dressed in a vendor's language. The observation holds: buyers now ask who they trust on a problem before they ask what to ... How the best do it 3 resources → How do the best operators partner with a company a hundred times their size without getting crushed? They pick one narrow wedge where the giant genuinely cannot serve the customer, and they make sure the giant's individual seller personally wins wh... How the best do it 4 resources →

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