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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How do I get a partner's reps to actually mention us in their deals? Partner reps do what pays them and what is easy, in that order. Make the ask absurdly small: one sentence they can say, one slide, one person on yo... 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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