What services or expertise do you offer?

I help B2B SaaS companies unlock the full potential of partnerships as a scalable growth engine. My expertise covers four key areas:

1. Strategic Consulting & Execution – Structuring partnership programs, defining KPIs, and integrating partnerships into the go-to-market strategy. We can either run the strategy or mentor the teams already in place.
2. Partner Sourcing & Outreach – Identifying, prospecting, and securing the right partners to accelerate growth.
3. Training & Enablement – Providing frameworks, methodologies, and best practices to educate teams on partner-led growth, including through my Partnershift community and training programs.
4. D-Tech & Automation – Advising on the right tools (PRM, CRM integrations, tracking) to operationalize partnerships efficiently and ensure measurable impact.

The goal? To transform partnerships from an untapped potential into a predictable and scalable revenue channel.

‍What brought you into the world of partnerships and partner-led growth?

I discovered the power of partnerships when I joined Sunday and realized they are one of the most underestimated growth levers. They enable companies to scale efficiently without skyrocketing acquisition costs while building long-term competitive advantages.

Passionate about this topic, I co-founded the Partnershift community and media. Today, my mission is to help CEOs and partnership leaders turn this untapped potential into a structured and scalable growth engine for their business.

‍What’s the biggest lesson you’ve learned working with SaaS partnerships?

The biggest lesson I’ve learned is that partnerships : need structure, strategic alignment, ownership, and clear KPIs.

The most successful SaaS partnerships follow the same rigor with:

1. ‍C-Level alignment to secure buy-in and resources
2. Clear goals & commitment between partners
3. ‍Proactive & structured execution with a consistent rhythm
4. ‍Measurable impact on revenue to track and optimize performance

‍How do you see the role of partnerships evolving in SaaS?‍

Partnerships in SaaS are becoming a core growth engine rather than a side channel. Companies are shifting towards Ecosystem-Led Growth, leveraging deeper integrations and co-selling with partners. The more mature a company becomes, the stronger its partnerships should be. With data-driven strategies powered by PRMs and account mapping tools, partnerships are now measurable and directly tied to revenue. Finally, automation is making it easier to scale onboarding, enablement, and partner engagement.

‍Can you share an example of a partnership strategy that worked exceptionally well?‍

HubSpot’s agency partner program turned service providers into a massive growth engine. By offering incentives, training, and co-marketing support, HubSpot transformed agencies into active sellers and implementers of their solution. This win-win model now drives 40%+ of HubSpot’s revenue, proving that a structured partner program can fuel exponential growth.

What’s the most common mistake SaaS companies make with partnerships?‍

The biggest mistake SaaS companies make is treating partnerships as a passive lead source instead of a structured growth channel. Without clear goals, proactive engagement, and measurable impact, partnerships fail to deliver real revenue.

How do you measure success in partner-led growth?

Success in partner-led growth is measured by its direct impact on revenue and pipeline. Key KPIs include:

• Partner-Sourced Revenue – Deals closed directly from partners
• Partner-Influenced Revenue – Deals where partners played a role
• Pipeline Contribution – % of leads generated via partners
• Sales Cycle Acceleration – Reduction in time-to-close for partner deals
• Retention & Expansion – Churn reduction and upsells driven by partners

If partnerships don’t drive measurable revenue, they’re just relationships, not a growth channel.

What’s one SaaS partnership trend that excites you right now?‍

The rise of Embedded Finance is transforming SaaS partnerships. By integrating payments, banking, and lending solutions, SaaS companies unlock new revenue streams, enhance user experience, and boost retention—turning their platforms into financial hubs. 

What’s the best partnership you’ve ever witnessed (business or non-business)?‍

Pennylane’s partnership with accounting firms is a perfect example of a Managed Service Provider (MSP) strategy in SaaS. Rather than selling directly to businesses, Pennylane leveraged accountants as a distribution channel, centralizing client workflows within its platform. By embedding itself into their daily operations and offering automation, training, and revenue-sharing, Pennylane turned accountants into both power users and resellers—scaling adoption while increasing stickiness.