Build an Ecosystem

This section was co-written in partnership with Will Taylor, an expert in B2B partnerships and ecosystems.

If you want to go fast, go alone. But if you want to go far, go together. Companies building growth motions need partners to succeed. Look at Microsoft, Hubspot, and Salesforce—they all prioritize partner ecosystems right on their homepages. EY found that effective ecosystems contribute 13.7% of annual revenues, reduce expenses by 12.9%, and increase profits by 13.3%.

Think of business like a playground: everyone wants to build sandcastles where the crowd is, not alone in a separate sandbox.

Find the Right Partners

Be specific and targeted—just like defining your ICP. Look for aligned goals, industries, and buyer personas. Ask: will both audiences truly find value from a joint offering? Do you have a clear "better together" story?

Partner on Every Marketing Campaign

Stop marketing in an echo chamber. Every campaign improves with partners. Traditional marketing is like yelling through a megaphone at random people, hoping at least some will pay attention.

It's not just about sharing logos. Successful co-marketing aligns around common goals, resonates with shared audiences, and has a clear sales follow-up plan. Your audience wants to hear from people they already trust, not faceless corporations with obvious agendas.

Co-sell with Partners

As you market together, co-selling follows naturally. Modern tools like Crossbeam track shared opportunities and power joint targeting.

Success requires two types of context:

1. Tech context: Understanding their tech stack reveals workflows, investments, and potential integration points.
2. Relationship context: Knowing WHO specifically works with your prospect can provide insights no data tool captures. It's the modern equivalent of "golf course" conversations.

The best part? Co-selling maintains natural incentives to deliver value, as no one wants to damage relationships with poor introductions, dramatically increasing your success rate.

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