Partnership Strategy

Overview

Partnerships can become a measurable GTM motion when both sides share a customer or prospect context and define a joint value exchange. Results and economics vary by motion; this skill avoids universal pipeline or CAC promises and covers the operating system needed to test the channel.

Authoritative Foundations

• Bob Moore — Ecosystem-Led Growth — Put partner ecosystem data at the center of account mapping, co-selling, and attribution; share only approved segments.
• Crossbeam — Account mapping — Find overlapping customers and prospects with each partner to decide who to recruit and where to co-sell.
• Jay McBain (Canalys) — Partner ecosystem influence — Map every partner type that influences the buyer (referral, reseller, integration, services) before designing tiers and incentives.

When to Use