2024 marked my first full year building a partnership consultancy. The journey began in 2023, in the wake of the tech layoffs that upended many lives—including mine—in January.
Let’s be honest: I didn’t "launch" in 2023—I was pushed. Laid off. Let go. But what initially felt like being shoved off a cliff turned into a springboard for a new beginning.
A friend challenged me during that uncertain time: “Why not try consulting for partnerships? You could figure it out—and actually make a living doing it.” I’m not sure why I listened. (He wasn’t consulting, after all—it’s often the people with steady jobs who have the boldest advice for those without.) But his words sparked something.
By August 2023, by God’s grace, I had my first retainer client. By January 2024, that client renewed, and I added another. [Cue the montage music.] One year after the “push,” I found myself officially airborne: providing for my family and building the business. What started as wondering how we’d make it month-to-month turned into a solid runway for the next 12 months—and beyond.
This year has been one of the greatest adventures of my professional career. It’s hard to imagine going back to being an employee now; I’m not sure I’d even be good at it anymore.
When I started, I met so many fellow partner leaders stepping into consulting. We were networking like crazy, sharing tips, and cheering each other on. Not everyone stuck with it. For some, it didn’t work out. A friend who gave it a shot told me recently, “I miss magic money day”—his term for a consistent paycheck every two weeks.
And yet, here I am. Building a business is crazy hard, and not for the faint of heart. I couldn’t overcome the challenge of selling myself into roles companies were actively hiring for: “You have an open rec for what I do—why not just pay me to do it?” (Spoiler: that pitch doesn’t work.)
But persistence paid off. Today, I have a pipeline of new clients and retainer contracts that extend into next year. I’m incredibly grateful for this journey. As I reflect on my first full year, I wanted to share five lessons I’ve learned so far.
Partnerships take time. So does consulting. Success doesn’t happen overnight, and patience is essential.
When I started, I made a lot of noise about my new venture. I announced it on LinkedIn and tapped into a modest network I’d built over the years, expecting the offers to roll in. Spoiler: they didn’t. I even thought the friend who suggested consulting would become my first client. That didn’t happen either.
Instead, I hustled. I kept refining my pitch, showing up, and learning how to better understand companies’ partner program needs. It took over six months to replace my previous income, but it happened—and it continues to grow.
Play the long game. Stay consistent. Success will come if you can hold out long enough.
Consulting is a balancing act. Companies hire you as an expert, but leaders don’t want you to act like an employee—or a know-it-all.
I take inspiration from the greatest leader of all time: “For even the Son of Man came not to be served but to serve” (Mark 10:45). Approaching every engagement as a servant, rather than a superior, has built trust and enabled me to grow programs for the good of the business.
My advice? Start by asking questions. Listen deeply. When invited, share your expertise. Your clients hire you for your insights, but trust is built through humility and service.
Clear contracts are essential, but flexibility will set you apart.
One client hired me to assess their partner investments and evaluate tools—but our conversations quickly veered into personnel challenges and hiring strategy. While HR consulting wasn’t in the original scope, I offered my perspective. At the end of our engagement, the CEO expressed gratitude—not just for my partnership insights, but for the broader business guidance.
Don’t be rigid. Deliver on your contract, but be ready to meet unexpected needs. That’s often where the biggest impact happens.
Misaligned expectations can sink even the best consulting engagements.
One client signed a contract expecting a specific growth rate from partners. The problem? The company wasn’t mature enough to meet those expectations. The partnership ended, and while it was amicable, it taught me an invaluable lesson: align on growth goals before signing.
Clarity upfront saves frustration later—for both you and the client.
Walking away from potential revenue is tough—especially when you’re building a business. But sometimes, it’s necessary.
When expectations diverge, or a partnership isn’t a fit, saying no creates space for future opportunities. It’s not easy—I worried about whether I’d find another client after ending a misaligned contract. But focusing on alignment and long-term growth has paid off.
Saying no freed me up for the right yes.
This year taught me that consulting is as much about perseverance as it is about expertise. I’m excited to continue this journey—and to share more about what I see coming for partnerships in 2025.
Stay tuned for the next post, where I’ll dive into trends, challenges, and opportunities for partner programs in the year ahead.
Let’s keep building.
Because we know that our companies win when our partnerships get better.