All Posts

Most founders think of “strategic alliances” as big, formal partnerships reserved for enterprise organizations—deep integrations, multi-year commitments, or co-sell motions between large brands. But in reality, virtually all companies who are starting out their partner program journeys benefit from alliances long before they have a formal partner team, a large audience, or a mature GTM function. When you’re ramping up your partner program, strategic alliances are often lightw

How to Choose the Right Partnership Model for B2B Companies B2B partnerships can be one of the highest-ROI growth strategies available to a founder—yet they’re also one of the most misunderstood. Many leaders come to us looking to “launch a partnership program,” only to discover what they really need is a white-label delivery model. Others try to build a white-label offering when their business would be better served by a simple referral program. The truth is: both partnersh

Most founders think of “channel partners” as big, complex ecosystems: global resellers, large distributors, enterprise ISVs, or partner portals with hundreds of agents. But that’s not what early-stage companies need. In the early GTM stages, the best channel partners are individual consultants, boutique agencies, fractional executives, advisors, and adjacent service providers who already sell into your ideal customer profile (ICP). They know your buyer. They have trust. And

(This is the 2nd post of a 4-part series. If you haven’t yet read our high-level overview of partner-led growth, start with The B2B Partner & Referral Engine to understand where client referrals fit within a larger partnership strategy.) Most B2B founders believe they “already get referrals.” A client mentions your name in a Slack channel. A consultant forwards your website to someone. A past client introduces you to a colleague at a conference. These are great—but they’r