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Partnerships & co-marketing engine

  • partnerships
  • co-marketing
  • co-sell
  • ecosystem

Run partnerships as a system, map account overlap, strike real partnerships, fan into co-marketing and integration/co-sell joint plays, then track referred pipeline and double down on the partners that pay.

Get access See how it runs
6 Steps in the flow
5 Tools orchestrated
1 Human checkpoint
Weekly Run cadence
£120k–180k / month Partner-referred pipeline

The objective

What this system is built to do

Partnerships are pipeline you don't have to source cold. Map account overlap, strike real partnerships, run joint plays, then tier hard and double down on the few partners that actually refer revenue. It ramps slowly, so commit before you see the curve.

Source partners on account overlap, strike real partnerships, then fan into two joint-play tracks, co-marketing for reach and integration/co-sell for warm overlapping accounts, and track referred pipeline to tier and expand the few partners that pay. Not doing: logo-chasing partners with no account overlap, or signing MOUs with no joint plays behind them.

How it runs

The steps your team follows

The workflow, exactly as it runs inside . It plays through step by step, or pick any node on the map.

1Source & prioritise partners
2Strike the partnership
3Launch joint plays
4Co-marketing: webinars & content
5Integration / marketplace + co-sell
6Track pipeline, review & expand
Start
1

Source & prioritise partners

Weekly
  1. Define the partner profile: whose customers are your ICP, adjacent vendors, agencies, platforms.
  2. Map account overlap in and Reveal; rank candidates by shared-account count, not logo size.
  3. Score each on overlap, audience fit, and a plausible joint play (integration / co-sell / co-market).
  4. Human approval, approve the shortlist before you start outreach to partners.
2

Strike the partnership

Weekly
  1. Pitch a real, mutual shape: integration, co-sell, reseller, or referral, lead with what you give them.
  2. Agree the joint plays, attribution, and any payout up front; stand the program up in .
  3. Onboard the partner: enablement, a shared target-account list (from the overlap), and a kickoff.
  4. escalate anything contractual or pricing-related for human sign-off.
3

Launch joint plays

Weekly
  1. Run two tracks in parallel off this hub: a co-marketing track and an integration/co-sell track.
  2. For each live partner, schedule the next joint play and brief both sides.
  3. Promote every play to both audiences with a partner-attributed path in .
  4. Commit to a cadence (≥1 play/partner/month), partnerships lag, so don't judge a single play.
4

Co-marketing: webinars & content

Weekly
  1. Co-host a webinar in or run it via ; co-author an asset or a bundle.
  2. Both partners promote to their lists; capture registrants with partner attribution in .
  3. Follow up co-branded; route engaged registrants into the shared pipeline.
  4. Hand the sourced leads to tracking.
5

Integration / marketplace + co-sell

Weekly
  1. Ship/maintain the integration and list it on the partner's marketplace.
  2. Work the overlapping accounts from as warm co-sell, joint intros, not cold touches.
  3. Run co-sell syncs with the partner's AEs on shared open opportunities.
  4. Hand co-sourced opportunities to tracking.
6

Track pipeline, review & expand

Weekly
  1. Track partner-sourced and partner-influenced pipeline as its own source in .
  2. Compare referred-deal win rate vs cold; tier partners by referred revenue.
  3. Double down on the top ~20%; retire dead partnerships; expand the proven ones into new plays.
  4. Feed the learning back into the partner profile for the next sourcing round.
1 / 6

Setup

The stack

The tools this system drives, and the context you bring once. Connect your own accounts, or swap in your team's equivalent.

Tools to connect

CrossbeamFree – custom Powers Source & prioritise partners Or Reveal, Partnered
RevealFree – custom Powers Source & prioritise partners Or Crossbeam, Partnered
PartnerStackCustom Powers Strike the partnership Or Impact, Everflow
GoldcastCustom Powers Co-marketing: webinars & content Or Zoom Webinars, ON24
LumaFree – $59 / mo Powers Co-marketing: webinars & content Or Eventbrite, Splash

Context to bring

Your documents 4 files
  • Partner ICP & fit The kind of partner worth building with.
  • Overlap & data access CRM overlap tooling to find warm partner accounts.
  • Co-marketing offer The joint value you bring to the table.
  • Brand & assets The co-branded assets and rules.

Proven in market

Run by 93 teams, verified on real accounts

Partnerships & co-marketing engine is built and verified by Growth Division, the GTM team behind 150+ companies. Here is what the same play has produced for their clients.

First enterprise deal, £2.5m revenue

LUX Rewards · Loyalty / Rewards

Multi-channel growth strategy

Tytl · B2B

Built & verified by Growth Division

What we've learned running it hundreds of times

The small, hard-won details that decide whether it works, from every run.

£2.5m first enterprise partnership deal
≈3× opp rate on overlap intros vs cold
80/20 of referred revenue from top partners
opp rate high confidence
Before 6%
After 19%

Account-mapping overlap turned cold accounts into warm intros that converted

Don't cold-touch an account a partner already owns. The overlap match is a warm path, use the partner, not the cold sequence.

Segment A/B (overlap warm intro vs cold)n≈340 overlapping accounts10 weeks Reveal
£0 → ~£140k referred pipeline / mo medium confidence
Before £0
After ~£140k referred pipeline / mo

Co-marketing webinars generated partner-referred pipeline, but on a lag

Co-marketing works, but it lags. The webinar that books nothing in week one seeds pipeline a quarter later, commit to the cadence before you read the curve.

Joint-play cadence (3 partners)9 co-marketing plays1 quarter
~£60k → ~£185k referred / mo high confidence
Before ~£60k
After ~£185k referred / mo

Tiering partners and doubling down on the top few drove most of the referred revenue

Partnerships are 80/20. A handful of partners carry the channel, find them with attribution, pour the effort there, and stop subsidising the tail.

Tiering + reallocation25 partners1 quarter
The full lab notebook Every experiment charted, with the raw before/after and the decision rules behind each call. Unlock free

Get started

How to run this system

Live in an afternoon. Clone it, connect your tools, set your inputs, and turn it on.

  1. 1

    Add to

    Clone the Partnerships & co-marketing engine into your workspace, wired end to end.

  2. 2

    Connect your tools

    Crossbeam, Reveal, PartnerStack +2 more.

  3. 3

    Set your inputs

    Your ICP, targets and brand rules, once.

  4. 4

    Turn it on

    It runs weekly on autopilot, checking in with you only where it matters.

~45 min / week your time on autopilot · vs 10–14 hrs / week by hand
£120k–180k / month Partner-referred pipeline, produced for you

Early access

Run the Partnerships & co-marketing engine in your workspace.

is in stealth with a first cohort of scaleups. Join the waitlist and we’ll open this system, and the full library, to you first.

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