Most partner programs don't fail because of a lack of partners. They fail because of a lack of structure.
I help SaaS companies design and implement partner programs that produce measurable pipeline and revenue — from marketplace transactions and partner-sourced pipeline to repeatable referral motions and embedded partner GTM.
You've invested heavily in partnerships. But the pipeline isn't there.
Partner programs that look strong on paper — tiers, logos, agreements — but generate little to no pipeline.
Cloud marketplace listings that exist but sit idle. No transactions. No co-sell traction.
Referral programs producing occasional deals with no repeatable motion behind them.
No clear operating model between partnerships, sales, and marketing. Partners are managed in isolation.
Too many partner types — resellers, referrers, tech partners, agencies — with no prioritization or structure.
Internal sales teams unclear on how partners fit into the motion, so they default to ignoring them.
These aren't partner problems. They're structural problems — gaps in how the program was designed, how it operates internally, and how it connects to revenue.
I come in to build the system behind the program: structure, incentives, GTM alignment, operational cadence, and partner motions that are repeatable by design.
From strategy to measurable results.
Cloud Marketplace Execution
Developed cloud into a transactable industry-designated solution, enabling direct procurement and co-sell.
Referral Motion Transformation
Redesigned referral structure and operating cadence, multiplying partner-driven deals.
Embedded Partner GTM
Built a partner-led GTM motion where partners are integrated into the sales process rather than operating as a side channel.
Partner Program Architecture
Implemented structured partner tiers, incentives, engagements and execution playbooks that enabled scalable partner engagement.
Finding Traction in Partnerships
The operating system for partnerships that compound. Now available in print and ebook.
A field manual for VP-level partnerships leaders, CROs, and founders: ecosystem design, co-sell mechanics, attribution, and the operating cadence that turns partner activity into compounding revenue.
Partnerships built to produce revenue, not logos.
I'm a partnerships leader with 20 years of experience in digital technology and SaaS — building partner ecosystems from the ground up and scaling them into structured, revenue-producing programs across NA and EMEA. The focus is consistent across engagements: measurable results, not partner logos.
What differentiates my work is a focus on measurable outcomes and the operating motions behind them — the processes, incentives, and routines that turn strategy into real impact.
"The question isn't whether you have partners. It's whether your operating model is built to make them produce."
Pragmatic and execution-focused.
Diagnose
Identify structural gaps in the partner program, pipeline motion, incentives, and execution. No generic audits — specific gaps, specific causes.
Design
Define partner program architecture and GTM motion: tiers, incentives, partner types, co-sell model, and how partnerships connects to revenue.
Implement
Build operational structure, playbooks, and internal alignment. Implementation, not just recommendations.
Scale
Create repeatable systems that generate consistent partner-driven revenue. Measure, iterate, and compound results.
Latest field notes
The partner program ROI most teams never run
Partner ROI is one of the least trusted lines in a budget review because the math is rarely done honestly. Run it here.
Work backwards from the number: a partner pipeline planner
A revenue target is not a plan until you know the coverage underneath it. Run your number and see what the partner motion has to produce.
Building partner attribution in HubSpot
HubSpot ships without a partner attribution module. The pieces are all there. Where you assemble them wrong is where the partner number stops being defensible.
How strong is your partner program?
Score your program across twelve dimensions of partner maturity — from ecosystem strategy and co-sell execution to governance and partner-first culture. See where the biggest opportunities for pipeline and revenue growth sit.
Fix the structure behind your partner program.
If your partner ecosystem isn't producing pipeline, the problem is usually the operating model behind it. Let's take a look.
PartnerImpact
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The Netherlands
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