Master B2B Partnerships

Expert advice from Gina Batali-Brooks, Allan Adler, Rachael Rogers Introduction You are building more than a partner program. You are building a new growth engine — a coordinated set of people, processes, and technology — that can materially reduce acquisition costs, accelerate deal velocity, and multiply customer lifetime value — but only if you get […]

Expert advice from Jason Yarborough and Raegan Wilson. Live events are hot! But: event budgets are under pressure, buyer attention is fragmented, and sponsors demand measurable returns. What used to work—large expo halls, badge scans, and giveaway-driven lead lists—no longer moves the needle for most B2B tech sponsors. The stakes are simple: design the wrong event […]

Expert advice from Danny Porter, Russell Bradly-Cook, Allie Schratz, and Gwen Sioson.  Introduction Top technology partner managers agree: we are operating at a moment when partnerships can either be your clearest path to predictable revenue or a collection of one-off integrations and unmet expectations. The difference isn’t glamour; it’s discipline. It’s how you translate strategic […]

Expert advice from Greg Portnoy and Justin Zimmerman. Introduction According to Kyler Poyer, the biggest untapped growth lever in modern go-to-market is: partnerships! The opportunity is simple and urgent. When partnerships are built with intent, data, and repeatable processes, they produce better win rates, larger contract values, shorter sales cycles, and superior customer lifetime value […]

Expert advice from Jared Fuller, Isaac Moorehouse, and Elliot Haralambous. Introduction You probably noticed we’re living through a shift in go-to-market. For years, companies built great products and then tried to buy attention through paid channels, cold outreach, or brute force sales motions. That approach is breaking down. B2B buyers no longer respond to anonymous ads […]

Expert advice from David Ward, James Hodgekinson, Derek Larson, Jason Atkins, and Seb Tyack. Introduction Ecosystems, data, and AI converge to redefine how partnerships create value. The choices you make now about data architecture, measurement, and orchestration will determine whether your ecosystem becomes a competitive moat or a fragmented cost center. Those choices include how […]

Expert advice from Jesse Cunningham and Kelly Sarabyn. Introduction HubSpot is more than a CRM; it is a high-value customer acquisition channel. With hundreds of thousands of paying customers and product extensibility maturing quickly, building an integration is no longer just a technical exercise. It is a strategic decision that impacts discovery, sales motion, retention, and […]

Expert advice from Johan Jansson, Jesse Cunningham and Arlo Hill. Introduction It’s become clear integrations are no longer a checkbox; they are a differentiator that decides whether your product becomes essential or disposable. The marketplace has thousands of apps, and the pressure to stand out is intense. What used to be “does it integrate?” has […]

Expert advice from Jesse Cunningham, Tim Koeth, and Pat Donley. Introduction Fact: integrations decide whether prospects convert and customers stick around. The stakes: High. The quality of your HubSpot integration can shorten sales cycles, increase close rates, and create long-lasting account value. If your product simply exists alongside HubSpot, you miss a massive opportunity to […]

Expert advice from Chris Brisson, Ryan Milligan, Jesse Cunningham. Introduction You are sitting on high-intent partner-sourced leads every time someone installs your integration. What’s at stake is simple: installs are only valuable when they become active users and paying customers. Left unchecked, that funnel leaks—often badly—because new users hit friction right after install, don’t get […]

Expert advice from Greg Portnoy and Rob Moyer. Introduction You are being asked to do more with fewer resources, to create predictable partner revenue from relationships that feels unpredictable. Sure partnerships can unlock massive growth, but only when you move beyond logo-chasing and embrace an operating model built on repeatable systems, clear attribution, and relentless […]

Expert advice from Jesse Cunningham, Daniel Zarick and Jen Keepes. Introduction You are sitting on a major inbound partner-sourced growth channel, if your product integrates with a widely adopted platform. The opportunity is simple and enormous: reach high-intent buyers inside an ecosystem, lower customer acquisition costs, and unlock exponential value by positioning your app as […]

Expert advice from Kenny Browne and Riley Carr. Introduction Whether your solution connects with an existing tech stack ranks among the top three buying considerations. That means integrations are not optional features; they are strategic assets that influence acquisition, retention, and growth. If you want to move from being a standalone product to a platform […]

Expert advice from Erin DiVincenzo, Christi Williams, and Alexis Bonavoto. Introduction Partnering well can multiply your product’s value, accelerate sales cycles, and dramatically improve retention. The biggest missed opportunity is not a lack of potential partners but a lack of a repeatable approach that aligns product, services, and customer outcomes. When an app partner, a […]

Expert advice from Jesse Cunningham, Mario Rosser and Kevin Raheja. Introduction Today customers expect their tools to play nicely together. The tech stack is no longer a set of isolated point solutions; it is an interoperable nervous system that must move data, automate workflows, and deliver measurable time to value. If your product sits outside […]