What actually separates a partner program from a partner ecosystem? Why does discovery now happen inside an LLM instead of a review site? And why do referral programs get so much credit for revenue they're not actually driving?
Bryn Jones, co-founder of
PartnerStack, breaks down how partnerships evolved from channel deals into full ecosystem orchestration, and why the companies winning at it treat every partner like part of the team. He shares the two questions that decide which partner types fit your business, why alignment with your executive team matters more than headcount, and the exact way to go from zero partners to a program that scales.
Bryn also gets into the 80/20 rule of activated partners, why software attribution is getting harder instead of easier, and the rookie mistake that ends new partner managers' careers by day 50.
Jump into the action:
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00:00) Bryn on why partners who feel like part of your team will drive revenue for you
(
00:29) Mark and Natalie catch up from Maine and New York City
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04:00) The mom-and-pop SaaS debate and what it means for mid-market software
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10:30) Meet Bryn Jones, co-founder of PartnerStack
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14:25) Why "partner program" and "partner ecosystem" aren't the same thing
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21:20) The two factors that decide which partner types fit your business
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25:16) How many partners you actually need to start (it's not 50)
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29:34) Why software-based attribution is getting harder, not easier
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35:03) Why refer-a-friend programs are a source of learning, not revenue
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38:53) Using customers as a source of partner references
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40:12) Tactical tips for starting outbound partner recruitment
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41:49) The rookie mistake that gets new partner managers fired by day 50
What is GTM News Desk?
No BS news about B2B Go-To-Market.
This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.
Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.
Mark and Natalie take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.
Produced in partnership with Share Your Genius - we handle full-service media production: managing the process, people, and growth. Find our more at www.shareyourgenius.com