What led you to partnerships and partner-led growth?
While in a commercial role, I saw opportunities to recommend other technologies and realized the same could happen in reverse. That insight led me to build partnerships, and over time, I deepened my expertise in partner-led growth.

What’s the biggest lesson from working with SaaS partnerships?
Partnerships are like relationships—you need to give as much as you take. Success comes from quality, not just quantity.

How do you see partnerships evolving in SaaS?
Companies used to operate in isolation, selling directly to customers. Now, the ecosystem approach is key—businesses integrate with others to create more valuable, interconnected solutions.

Can you share an example of a successful partnership strategy?
The best strategies start with technology partnerships. Aligning with complementary products strengthens your offering. Expanding into their ecosystem creates a fully integrated network that benefits all parties.

What’s the most common mistake SaaS companies make with partnerships?
Assuming more partnerships mean better results. In reality, too many dilute focus. Prioritizing high-quality partnerships drives better outcomes.

How do you measure success in partner-led growth?
Revenue is important, but success spans marketing, product, strategy, sales, customer impact, and partner-specific KPIs. Partnerships should be woven into the entire business.

What’s one SaaS partnership trend that excites you right now?
The most exciting trend is how partnerships have become a core growth strategy. A few years ago, many companies didn’t see partnerships as worthwhile. Now, ecosystem-led growth is a major focus, and partnerships are viewed as the most sustainable growth engine. Seeing this shift happen industry-wide is really exciting.

What’s the best partnership you’ve ever witnessed?
Microsoft’s ecosystem is unmatched. Their success comes from truly relying on and empowering their partners to grow their own businesses.