An ISV partnership is a commercial relationship between a software vendor and an independent software vendor (ISV), where both parties integrate their products and go to market together. Done well, it creates a distribution channel that neither party could build as efficiently alone. Done poorly, it sits in a partner portal gathering dust while your…
Co-marketing is a commercial arrangement where two or more brands collaborate on shared marketing activity, splitting costs, audiences, and often content, to reach people neither could reach as efficiently alone. Done well, it expands your addressable market without proportionally expanding your budget. Done badly, it produces a joint webinar that neither audience watches. The gap…
Nearbound marketing is a go-to-market approach that uses trusted third parties, partners, communities, and advisors to reach buyers through relationships they already have. Rather than pushing a message toward a cold audience, nearbound works by getting the people your buyers already trust to carry your message for you. It is less about volume and more…
A B2B partnership lives or dies on what happens between the first handshake and the signed contract. Most marketing teams treat partnership as a brand exercise. Most sales teams treat it as a sourcing problem. Neither is right, and the gap between them is where deals go quiet. The partnerships that generate real commercial return…
Strategic alliances are formal arrangements between two or more organisations that combine resources, capabilities, or market access to achieve outcomes neither could reach efficiently alone. Done well, they compress the time it takes to enter a market, build credibility, or extend a product’s reach. Done poorly, they consume management bandwidth and produce nothing except a…
Ecosystem led growth is a go-to-market model where a company grows by building and activating a network of partners, integrations, communities, and complementary players rather than relying solely on its own sales and marketing engine. Instead of treating growth as something your team generates in isolation, ELG treats it as something your broader ecosystem generates…
Partnership tiers are a way of segmenting your partner base into distinct groups, typically based on performance, strategic value, or both, and then allocating resources, incentives, and support accordingly. Done well, they create a self-reinforcing system where your best partners get more and produce more. Done badly, they become a bureaucratic exercise that rewards longevity…
Technology partnerships are commercial agreements between two companies where one party’s product, platform, or infrastructure is integrated into or sold alongside the other’s, with both sides expecting measurable business benefit. Done well, they expand what you can offer, reduce what you have to build, and open distribution channels that would take years to develop independently….
Channel partnerships are one of the most commercially efficient growth levers available to a marketing team, and one of the most consistently mismanaged. Done well, they extend your distribution without proportionally extending your cost base. Done poorly, they become a portfolio of underperforming agreements that nobody has the appetite to terminate. The difference between those…
Kellogg’s rebrand to WK Kellogg Co in 2023 was not a cosmetic refresh. It was the result of a business split that separated the company’s North American cereal operations from its global snacking portfolio, which became Kellanova. The brand question that followed was a real one: how do you carry 117 years of brand equity…
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