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How to get internal teams to buy into partnerships

2024 is the year of partnerships. It’s no longer possible to deny the sheer value partnership-led acquisition brings compared to direct which is why Allbound is pivoting its own strategy to take advantage of the changing tides.

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Amber Dawson

As Head of Content, Amber lends her hand (and pen) to all things content-related. She's worked in the world of SaaS for the last 7 years and tries to add a little of her personality into everything she writes.

It all starts internally.

In order to become successful in partnerships, you must have the whole company onboard in order for things to work, otherwise, you’ll all be pulling in different directions.

But, it can be overwhelming to try and move your whole company culture from a primarily direct-only model to an ecosystem-first approach. This article will walk you through everything you need to get your internal teams on the same page and excited about the future of partnerships.

Ecosystem-first

Understanding the changes that are happening in direct GTM is a key part of educating your teams on why partner-led growth is on the rise.

Kelly Sarabyn, Platform Ecosystem Advocate at HubSpot, summarized things perfectly when we asked for her view:

"With macroeconomic uncertainty, companies are looking for more efficient ways to go to market. Additionally, with the high volume of content and cold outreach, vendors are struggling to break through the noise and connect directly with buyers.

Partner-led growth can overcome both these challenges. Organizations who leverage their partners' networks of trusted relationships to grow their business will thrive in 2024."

There’s a huge sense of possibility when it comes to partnership selling, which is super exciting considering the lack of growth we’ve seen across the board recently.

Alexis Petrichos, Director of Strategic Partnerships & Ecosystem Marketing at Chili Piper, expanded this thought, stating: “Building a partner program is the only way to stay competitive in this market. There's no room for ignoring revenue channels and amplifiers anymore. They say "leave no stone unturned", but partnerships isn't a stone – it's a boulder.”

According to Ernst and Young, businesses report that by moving to an ecosystem-first GTM, they typically see: