Over the past 8+ years, I’ve been deep in the trenches of partnerships—building and scaling programs across national telco relationships, global agency networks, affiliate programs, reseller channels, tech integrations, distributors, and strategic alliances.
I’ve seen what works, what stalls, and what truly scales.
From whiteboard vision sessions with execs to launch calls with field teams, partnerships are a unique blend of art, science, and hustle. And while every ecosystem has its quirks, a few truths tend to hold up across the board.
Here are five things I’ve learned (sometimes the hard way) that every partner leader should keep front and center.
1. Partnerships Are a Long Game—So Build the Foundation Right
The best partnerships don’t just happen. They’re architected. They’re nurtured. And they require early investments in trust, mutual understanding, and operational infrastructure.
That means shared OKRs, clear governance, and agreed-upon rhythms of collaboration. You don’t skip straight to revenue. You build the engine first.
💡 Ask this today: “What systems and trust are we building now that will compound six months from now?”
2. Timing Matters More Than Fit
You can have perfect strategic alignment, but if your partner’s go-to-market focus is on a different priority—or they’re in a rebuild phase—nothing moves.
It’s not just “are we a fit?” It’s “is this the right time for both of us?”
💡 Try this in your next sync: “What’s top-of-mind for your leadership this quarter? How does this partnership fit into that picture?”
3. Initial Excitement Doesn’t Guarantee Long-Term Impact
Everyone’s pumped during launch. But buzz fades. What lasts is operational commitment and joint ownership.
Without structure, that initial excitement becomes a ghost town 60 days in.
💡 Reminder to self: Don’t just celebrate the launch—secure the next three steps before the energy dips.
4. Start Small—Always Look to Grow
The biggest killer of early momentum? Overengineering. Start with a narrow, winnable use case. Prove value. Then scale.
The best partner motions start as pilots and earn their way into scale.
💡 Ask your partner: “What’s the fastest joint win we can deliver together?”
5. Motion Beats the Perfect Plan
You’ll never have all the answers upfront. Too many partner programs die in planning mode. Execution teaches faster than whiteboarding ever will.
Get something live. Get feedback. Iterate fast.
💡 Say this with confidence: “Let’s launch a scrappy V1. We’ll learn more in 30 days of doing than in 30 more slides.”
Closing Thought
Great partnerships don’t rely on hope. They’re built through structured action, real empathy, and relentless iteration.
If you’re building or scaling partnerships—whether it’s with telcos, agencies, ISVs, resellers, or global alliances—these lessons can help you avoid the false starts and accelerate what matters: joint value, fast motion, and scalable growth.
Let me know if you'd like to explore more around building partner infrastructure or co-creating GTM plans. Always happy to jam with fellow partner leaders.