In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall.

We cover:

→ Why partnerships needs to be a top down strategic decision, not a side experiment

→ The foundations most companies are missing before they even hire a partnerships manager

→ How to pick the right partners using a capacity, commitment, mutual customers and capability matrix

→ Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team

→ How AI is changing the way partnership ops and rev ops teams work together

If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly.

Tune in and learn:

→ How to align your whole leadership team on what partnerships is and what it isn't

→ How to validate your partner categories before you activate anything

→ What a mutual success plan looks like and how to operationalize partners like a sales team

→ Why referral leads close faster and how to make that engine predictable

→ How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind

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🔗 Links + CTAs

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Timestamps:

00:00 Why Partnerships Is a Real Revenue Channel

00:48 Meet Brian Williams from Hockey Stick Advisory

01:47 How the Partnerships Landscape Has Shifted

03:05 The Foundations Most Companies Are Missing

06:30 Why Partnerships Has to Be a Genuine Exchange

07:51 Are You Actually Partnerships Ready?

09:47 How to Identify the Right Partners

13:18 The Biggest CRO Blocker With Partnerships

16:10 How AI Is Changing Partnerships

19:06 Why Partnerships Managers Burn Out Early

22:04 The Two Year Cycle Explained

24:02 When Partnerships Doesn't Work

25:26 The Big Hire Mistake to Avoid

28:26 The Partnership Revenue Gap Calculator

31:53 Where to Find Brian and Hockey Stick Advisory

S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing