What services or expertise do you offer?

From market assessment and partner strategy design to hands-on execution, I help companies build strong, scalable partnerships that reduce acquisition costs, expand market reach, and boost retention. Whether optimising existing ecosystems, crafting co-sell and co-marketing strategies, or acting as an interim Partner Manager, VIVA GTM ensures businesses unlock the full potential of partnerships to scale faster and smarter.

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

I started my career as a Project Coordinator for an international consulting firm helping companies exporting to the USA but also American companies to invest in international development. This is when I discovered all the science of indirect sales and the multiplicity of possible intermediaries in various industries. Then later on in my career, in 2014, I started to work with IT channel partners including distributors and value added resellers, this is when I built most of my expertise. I have now around 10 years + experience dealing with Channel, Partnerships & Alliances ecosystems, at and international level.

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

• Make sure you find partners that have the same ICP than you
• Your partners need to invest time in order to become expert in your solutions
• Your partner need to consider you as strategic or a key differentiator to be successful in the middle term
• A big plus is when a partner has already a partnership in place with one of your core business/technology partners

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

Not a nice to have but a must have.To go to market effectively SaaS companies need to have strong partnerships in place for all their ICP categories (per client size, use case, vertical, etc).Having the right partners in the right markets (countries) is where resides your success on the long run.

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

The HubSpot-Google partnership has been very successful :Increased Brand Awareness: Both companies have benefited from increased brand visibility and reach.Lead Generation: The partnership has generated a significant number of leads for both companies.Customer Satisfaction: Customers have praised the seamless integration and comprehensive support provided by the partnership.

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

Many companies focus on the initial partner acquisition and deal closure, but then fail to nurture the relationship and provide ongoing support.

How do you measure success in partner-led growth?

Revenue: Direct revenue from partner activities, and influenced revenue where partners play a supporting role.Partner Engagement: Number of partners, their activation rate, and satisfaction levels.Pipeline: Partner-sourced leads, influenced deals, and average deal size.Marketing Impact: Brand awareness, website traffic, and social media engagement driven by partners.Customer Success: Customer acquisition cost (CAC), customer lifetime value (CLTV), and customer satisfaction.

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

Joint customer success initiatives: Collaborating on customer onboarding, support, and success programs to ensure a positive experience across the ecosystem.

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

Preserved nature is the example of successful, long term partnerships : symbiosis between animals and plants, etc