What brought you into the world of partnerships and partner-led growth? Account Management! I was getting a bit tired of constantly putting out fires as an Account Manager and wanted to move into a more strategic growth-focused role. What drew me to Partnerships was its pivotal impact on the business—plus, it aligns perfectly with my strengths in relationship-building, emotional intelligence, and communication. It just felt like the right fit!
What’s the biggest lesson you’ve learned working with SaaS partnerships? What you give to your partners needs to be more than a commission. It’s about investing in those who support you and creating real opportunities for shared growth. Partnerships is a 2 way street.
How do you see the role of partnerships evolving in SaaS? The Partnerships function is evolving, and establishing specialised roles to drive partner ecosystem growth is the best way to make a real impact. AI is opening up incredible opportunities for partner onboarding, engagement strategies, and recruitment, but no one can do it all alone. And finally, data is key—it’s the ultimate proof of the impact of your efforts.
Can you share an example of a Partnership strategy that works exceptionally well? Focusing on engagement and regular communication as a key success factor. It’s not just about signing a deal—it’s about ensuring that both sides remain actively involved and aligned over time. Having a structured engagement checklist and evolving with your partners ensures that both teams stay on track, expectations are clear, and progress is measurable.
What’s the most common mistake SaaS companies make with partnerships? Expecting instant lead generation is a common mistake. Many assume that as soon as a partnership is signed, leads will start flowing in—but that’s rarely the case.Additionally, many companies still underinvest in Partner Ops, neglecting the creation of partner-specific documentation and structured processes. The level of care and importance you place on your partners directly impacts the success and longevity of your partnerships.
How do you measure success in partner-led growth? It’s essential to track everything you do and set specific goals that align with your company’s broader objectives. These goals should have a direct impact on the overall business. A solid strategy is key, and involving key stakeholders from other departments.
What’s one SaaS partnership trend that excites you right now? The proposition and evolution of b2b software tools to manage Partnerships is growing and taking a step further. Back in the days, the offer was way more limited. Technology is undeniable in the future of Partnership Management.
What’s the best partnership you’ve ever witnessed (business or non-business)? Great Partnerships are everywhere around us. But the best partnership I’ve ever witnessed is the one I have with my partners at Bond. It pushed us to grow, challenge ourselves, be agile, and together, we’ve been evolving for the past five years. To be continued..
