I’m Bullish On Selling Via Partnerships

(Even at an early stage)

Partnerships are an effective lever that I’ve used often for many of my biggest deals. 

Here’s why:

📣 Convince One, Convince Many

Once you've convinced a strategic partner, you gain credibility with all the companies they’ve already sold to.

🤩 Pipe Gen & Progression On Steroids

You still need to equip your partnership counterparts with solid reasons to make a warm introduction, but the chance that your message gets read (by the right people) is much higher!

🚀 Sell Bigger, Sooner

Though a pilot may still be necessary, companies are more likely to make larger purchases sooner simply because your partner is involved in the deal. (Again, trust)

Even if you’re a smaller company, you can start small:

Level 1️⃣: Resell 

The partner gets a cut, and their reps might be able to add that cut to their own numbers. That’s how they get incentives to let you access "their" accounts.

Level 2️⃣: White Label 

The partner sells your product under their brand, making it appear as their own, which enhances their brand and market reach.

Level 3️⃣: Integration 

The partner integrates your product into their existing system or platform, offering it as an added feature or service to their customers, enhancing functionality and value for end-users.

Is there also a down-side? 

Yes, one: now there are three people in the room, not just two. 

Everyone is looking after their own interests first (duh!), so it can get a bit messy.

The best way to handle it is by aligning on roles before any calls so that you and the partner are on the same page.