Full-funnel ABM for B2B brands with 5+ figure deals | Co-Founder @ FullFunnel.io

You need more pipeline that turns into revenue. But:
- Most marketing leads never convert to deals
- ⁠Outbound is in continuous decline 
- All the investments in trendy programs, agencies or tech didn’t move the needle. 

It’s time to try implementing full-funnel sales and marketing programs. 

Why? 

So you can:
- Accelerate this quarter’s revenue while building the future pipeline
- ⁠Convert 5-15% accounts to pipeline
- ⁠Bring marketing and sales teams together to drive the KPI that matters the most: sales velocity. 

We helped dozens of B2B tech companies implement full-funnel marketing and sales programs with 10%+ account-to-pipeline ratio. 

We will take your team by the hand and together, implement a scoped pilot program with clear milestones to prove the key KPIs, before investing in operationalization and scaling. 

To learn more or ask me anything, connect with me here or visit our website at fullfunnel.io



Vladimir Blagojević

Here's why so many good CMOs get fired. 

Leadership wants:
- faster results
- bigger numbers
- cheaper acquisition 

...all of that at once. 

This short-term ROI pressure pushes CMOs to do what gets measured: 

When forced to choose under pressure, CMOs are 5X likely to pick demand over brand. 
(recent study by Jon Miller, Ray Rike /Benchmarkit, Bill Macaitis and Carilu Dietrich). 

But this creates a structural problem.

- We put all our effort into meeting this quarter's number
- We don't invest in long term programs that build awareness and trust 

A few quarters later, the pipeline dries up. 

The numbers back this up: we're spending $2.00 to acquire $1.00 of net-new ARR. And the CAC payback time has been constantly increasing by 12.5% at median since 2022 (Pavilion).

Why is this happening? 

Leadership still believes that marketing is like a gumball machine: you put in $ and get $$ out (credit: Jon Miller). 

We know that reality is different: 
- Non-linear, complex buying journeys
- Early influence matters: more than 80% of buyers short list products they discovered before the buying process

But our attribution hides the early influence, and the "credit" goes to the last touch was before the deal, which reinforces the gumball machine thinking. 

So, without clear attribution to early and middle-funnel activities, leadership doubles down on short-term ROI.

And when the pressure doesn't bring results, CMOs get fired. 

The cycle repeats. 

--- 

As long as we stay in this loop, things won't change. 

But ripping out the entire infrastructure and starting from scratch is not an option either. No leadership will support it. 

The solution is an evolution, not a revolution. 

It all starts with a small-scoped pilot: 
- No new hires, a small cross-functional team 
- No extra budget, scoped down to a small set of accounts we have 'the right to win'
- Attribution: the team gets the credits for the pipeline created 
- The main goal is not volume, but effectiveness. By working together, from awareness to pipeline, that we can turn a higher % of high-value accounts into deals

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fullfunnelio

futurelab

trenches-b2b-marketing-community

full-funnel-b2b-marketing-summit

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growth-labs-ltd.

6-week-abm

Full-Funnel ABM and Demand Gen For B2B Companies w/ High ACV | Co-Founder @ FullFunnel.io

Here's the pattern every CMO recognizes.

You're pressured to pour everything into hitting this quarter's number. You squeeze every last drop from the existing pipeline and demand. 

By meeting this quarter's number, you've depleted next quarter's pipeline. You didn't get to invest in the activities that build awareness and trust six to nine months out.

And leadership happily raises the bar. 

We're trapped in a system that punishes long-term thinking but demands long-term results.

"I'll survive this quarter, show ROI, and next quarter will be better."

No, it won't. That's rearranging deck chairs on the Titanic. The cost of non-strategic decisions compounds: 

1. ATTRIBUTION

65% of CMOs struggle proving marketing's revenue and pipeline contribution. This is the reality of last touch-attribution. 

Deals take months, sometimes years. Buyers might read your content, attend an event, see you on LinkedIn, talk to a partner, and only then reach out to sales.

But in the CRM, all that early influence disappears. The "credit" goes to the last touch before the deal.

Instead, consider a blend of self-attribution, account-based attribution, and customer interviews. Look for qualitative signals, not just quantitative ones.

2. PROGRAMS

Jon Miller's research: "when faced with budget cuts, marketing leaders are 5X more likely to protect demand gen budget than brand.

Odd, given 73% of companies agree that brand investment is a long-term investment that makes demand generation more efficient."

Instead, we need programs that balance long-term brand awareness, future pipeline development, and this quarter's goals

3. TEAMS

In most B2B orgs, there's a lack of cross-functional collaboration with sales.

Even with best intentions to work together, misaligned incentives get in the way. 

But without an orchestrated effort across GTM teams, it becomes impossible to influence the complete buyer journey. 

4. TECH/AI

Leadership hears "AI" and imagines instant pipeline at lower cost.

Yes, we can create more content than ever. Pull public data points and "personalize" at scale.

But all we're doing is scaling tactics that didn't work in the first place.  

Instead, AI should scale processes we have proven and refined through many iterations:
- Pilot → document & refine → train AI 
- Show AI what 'good looks like' with examples of high-quality output (quality benchmarks)
- Use deep insights and research about the target ICP segment as input for AI

---

The way out? 

1. Strong fundamentals (brand narrative, differentiation, positioning, ICP, buyer journey...)⠀
2. Full-funnel programs: awareness → demand capture → pipeline → Buyer enablement→ CS & expansion
3. Balanced time horizons 

- Long-term programs create brand and increase sales velocity
- Medium-term programs create future pipeline
- Short-term programs help to accelerate pipeline and capture the demand

Understand customers. Shape the journey. Build brands buyers choose.

B2B marketing plans often fail because of one reason:
Lack of clarity.

Bad plans include vague activities that are usually misunderstood by leadership and sales.

Brand awareness is not about running ads for ungated content.

ABM is not about making a wish list of accounts, running display ads, and automated emails.

Lead nurturing is not about setting up an automated sequence of emails to push the discovery call.

Yet most plans just mention these programs without any clarification.

If sales and leadership don't support these plans, it's not because they don't get marketing.

It's because they:

- Don't see the impact of these programs on the bottom line
- Don't expect it to be a cross-functional motion and expect marketing to run everything without sales involvement

Good marketing plans are:

1. BALANCED

- 80%: always-on programs that work historically
- 10%: short-term cross-functional campaigns co-created with sales
- 10%: experiments

2. DETAILED AND FOCUSED

All programs have clear:

- Detailed timeline
- Goals and expectations
- Success and failure criteria
- Resources involvement
- Leading and lagging indicators to track program efficiency
- Forecast
- Weekly planning and review meetings (see an example: https://lnkd.in/dN_hMyfQ)
- Campaign visual outline (or deck) to show how it impacts the pipeline and revenue

Our template: https://lnkd.in/dSmufFht

3. INTERCONNECTED AND CROSS-FUNCTIONAL

Every program impacts another, avoiding siloed execution.

Thought leadership ads to strategic accounts generate first-party engagement signals sales use for further engagement.

Webinars are tailored to a specific use case, buyer persona, and subset of accounts. They repurpose thought leadership content and are repurposed later as market research.

4. INFLUENCING THE ENTIRE BUYER JOURNEY

Marketing plans shouldn't be "brand awareness vs. demand capture" or "new pipeline vs. expansion."

If you focus on brand only, your sales process will struggle. We saw several MarTech companies generating buzz around them but struggling to convert brand into demand.

If you focus on demand capture, you'll miss the majority of the market.

Good marketing plans generate revenue while creating future pipeline, growing share of wallet, and preventing churn.

5. BACKED BY DATA

Marketing plans based on gut feelings or broad data always fail.

Plans that include revenue trends and sales pipeline velocity across markets, segments, and use cases (clusters) help make smart bets.

---

The reality is simple:

Our 2026 marketing plan won't fail because our CEO "doesn't get marketing". 

It will fail because we fail to clearly connect the dots between the activities and revenue.

Here's how to align ABM playbooks with long sales cycles and continuous nurturing. 

Our industry problem - engaging enterprise accounts the same way we sell $49 products. The mindset behind: if they are in the market, they will buy. We just need to hit them at the right time with the right message.

But this is fundamentally wrong when it comes to selling high ACV products. The low-ticket playbook simply doesn't work.

The enterprise sales cycle is long not because we send bad emails. It's long because corporates and mid-size companies operate in a completely different reality:

- Strategic initiatives
- Long-term planning
- Low velocity
- Complex buying centers with long decision cycles

Your solution should be a part of their current strategy. If it doesn't fit, nobody engages. But even if it does fit, enterprise buyers usually have their preferred vendors shortlist.

Sometimes you can break through, but it's more luck than a predictable motion.

WHAT YOU NEED INSTEAD

1. Always-on playbooks (continuous execution)

ABM Content 
- Thought leadership nurturing content
- Account love letters
- Paid & 1-1 content distribution
...

1-1 account development
- Account research
- Strategy sessions
- Multithreading
...

Ongoing social engagement 

3rd party signal tracking
- Hiring
- Stack changes
- Executive interviews
...

2. Program-based playbooks (planned initiatives)

E.g. 
Month 1: Content collabs
Month 2: Account-based webinar playbook 
Month 3: Follow-up workshops
...

3. Signal-based playbooks (reactive execution)

1 & 2 generate signals. 

Our job here: determine the level of intent and plan the right action aligned with it. 

TLDR;

To create future pipeline, you need to have continuos nurturing playbooks aligned with the length of enterprise buyer journey.

Elena Zapolyanskaya

Head of Partnerships

B2B | Strategy | Partner-Led Growth | PARTNER2B

Building Bonobee, an AI Partner Marketplace Infrastructure that makes invisible ecosystems visible (because hidden partners generate hidden revenue, which is just fancy talk for zero revenue).

I also advise B2B teams on making ecosystems visible and measurable, not vibes-based. Turns out when partners can actually be found, they show up and perform. Wild concept, I know.

17+ years of cross-functional B2B experience across marketing, sales, partnerships, finance, and logistics. I chose breadth over climbing the traditional career ladder because I wanted to understand how organizations actually work, not just one silo of them.

Come say hi ✨ ez@bonobee.ai

Strategic Marketing Consultant

Elena Zap.

I don't join communities. Like, ever. But Rob Moyer is building a free community for partnership and ecosystem people, and I'm in. BlueThread Collective. 

No selling, just practical thoughts and daily chats with people who actually run partner programs.

Rob doesn't just talk, he fixes what's broken. He's curating this for partner managers, GTM leaders, and vendors who do the work, not collect LinkedIn badges.

Most communities die in a month. Rob builds things that last because he's lived through the chaos when your partner program is falling apart and nobody in your company gets it.

If you're running partnerships and tired of being the only one who understands why everything is cross-functional hell, request access - there's a waitlist.

Link in comments.

𝐈 𝐝𝐨𝐧'𝐭 𝐡𝐲𝐩𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬. 𝐁𝐮𝐭 𝐈 𝐡𝐲𝐩𝐞 𝐩𝐞𝐨𝐩𝐥𝐞 𝐰𝐡𝐨 𝐞𝐱𝐞𝐜𝐮𝐭𝐞.

Co-founder & CEO @ Bonobee | B2B Partner Marketplace Infrastructure

"Hire for attitude, train for skill." I've heard this a thousand times. Never bought it. Ambition without execution is just noise. And at the early stage, noise is expensive. Here's what I learned: 

𝐬𝐨𝐟𝐭 𝐬𝐤𝐢𝐥𝐥𝐬 𝐚𝐧𝐝 𝐡𝐚𝐫𝐝 𝐬𝐤𝐢𝐥𝐥𝐬 𝐝𝐨𝐧'𝐭 𝐬𝐮𝐫𝐯𝐢𝐯𝐞 𝐰𝐢𝐭𝐡𝐨𝐮𝐭 𝐞𝐚𝐜𝐡 𝐨𝐭𝐡𝐞𝐫. 

Professionalism without attitude gets you mediocrity. 
Attitude without professionalism gets you chaos.

The best "attitude" someone can bring to your team? 

Taking full responsibility for their area. 
Delivering what they said they'd deliver. 
Not needing hand-holding because they already know their domain.

Early-stage startups don't have time to train basics. Every minute you spend teaching fundamentals is a minute you're not building, selling, or shipping.

I want people who show up ready. Who challenge me because they know their craft. Who bring both the skills AND the drive to use them.

𝐍𝐢𝐜𝐞 𝐠𝐮𝐲𝐬 𝐝𝐨𝐧'𝐭 𝐛𝐮𝐢𝐥𝐝 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲-𝐝𝐞𝐟𝐢𝐧𝐢𝐧𝐠 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬. 𝐏𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥𝐬 𝐰𝐢𝐭𝐡 𝐟𝐢𝐫𝐞 𝐝𝐨.

That's how we're building Bonobee, and that's how we win one step at a time. Thank you amazing Bonobee team!!!

Partner program visibility isn't something VP of Partnerships can fix alone. That's where most B2Bs get it wrong. They dump it on the partnerships team, expect magic, and six months later wonder why there's no pipeline attribution.

Because the problem isn't the person. It's the infrastructure.

𝐎𝐥𝐝 𝐖𝐚𝐲: 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬' 𝐏𝐫𝐨𝐛𝐥𝐞𝐦

→ VP of Partnerships "owns" visibility 
→ Partner page sits in a PDF or static web page 
→ Marketing treats it as partnerships' job, not a channel 
→ Sales doesn't know which partners influence deals 
→ Product builds integrations but doesn't showcase them 
→ Finance can't measure partner-influenced revenue 
→ Attribution is a black box 
→ ROI conversations are hand-wavy 
→ Partnerships operates in a silo

𝐍𝐞𝐰 𝐖𝐚𝐲: 𝐂𝐫𝐨𝐬𝐬-𝐅𝐮𝐧𝐜𝐭𝐢𝐨𝐧𝐚𝐥 𝐈𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞

→ Partner visibility is built into GTM infrastructure 
→ Marketing tracks partners like any other channel 
→ Sales uses partner data in their workflow, not as optional context 
→ Product showcases integrations where buyers actually look 
→ Finance measures partner-influenced revenue in the same system 
→ Attribution is automated and accurate 
→ ROI is provable with real numbers 
→ Partnerships drives growth with company-wide alignment

𝐈𝐧 𝟐𝟎𝟐𝟔, 𝐢𝐧𝐯𝐢𝐬𝐢𝐛𝐥𝐞 𝐩𝐚𝐫𝐭𝐧𝐞𝐫 𝐩𝐫𝐨𝐠𝐫𝐚𝐦𝐬 𝐰𝐢𝐥𝐥 𝐥𝐨𝐬𝐞 𝐭𝐨 𝐯𝐢𝐬𝐢𝐛𝐥𝐞 𝐨𝐧𝐞𝐬. 𝐓𝐡𝐞 𝐠𝐚𝐩 𝐢𝐬 𝐚𝐥𝐫𝐞𝐚𝐝𝐲 𝐰𝐢𝐝𝐞𝐧𝐢𝐧𝐠.

→ Bonobee transforms partner ecosystems into SEO-optimized, discoverable marketplaces.

Does your infrastructure make space for partner visibility to work?

VP of Partnerships used to succeed at relationships. Now they succeed being great at systems. The skill set changed and companies still hire for 2019. Here's what the best partnerships professionals are adding to their toolkit:

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐤𝐢𝐥𝐥𝐬 - because your ecosystem needs to be discoverable. Partners won't join a program they can't find. Your partnerships person needs to think like a marketer: SEO, positioning, messaging, content strategy.

𝐒𝐚𝐥𝐞𝐬 𝐨𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬 𝐭𝐡𝐢𝐧𝐤𝐢𝐧𝐠 - because partner journeys are funnels. Application → approval → activation → revenue. Every step needs conversion optimization. If you can't measure it, you can't improve it.

𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐬𝐞𝐧𝐬𝐞 - because partner programs are products now. Your partners have a user experience. They need dashboards, resources, analytics. Someone needs to design and build that.

𝐒𝐲𝐬𝐭𝐞𝐦𝐬 𝐝𝐞𝐬𝐢𝐠𝐧 - because relationships don't scale, infrastructure does. The partnerships professional who can build a system that works without them is worth 10x the one who can't.
_____

The relationships still matter. 

You still need strategic thinking, negotiation skills, business development instincts.

But now you also need to build.
_____

The partnerships professionals who combine both? They're building competitive moats for their companies right now.

And the companies recognizing this shift early are moving fast while everyone else is still posting job descriptions from 2019.



P.S. Partnership infrastructure shouldn't require a dev team. Start powered by Bonobee. Built for partnerships professionals who want systems without the technical complexity.

You know those moments when something just feels right? No overthinking. No pros and cons lists. Just... yeah, this makes sense. That's how Teodora joining Bonobee as CMO felt.

𝐖𝐡𝐞𝐧 𝐢𝐭 𝐜𝐥𝐢𝐜𝐤𝐬, 𝐲𝐨𝐮 𝐝𝐨𝐧'𝐭 𝐞𝐯𝐞𝐧 𝐟𝐞𝐞𝐥 𝐥𝐢𝐤𝐞 𝐲𝐨𝐮'𝐫𝐞 𝐦𝐚𝐤𝐢𝐧𝐠 𝐚 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧. 

We've been talking for about a year. Marketing stuff, partner ecosystems, where B2B is actually going. And somewhere along the way, she just became part of what we're building. No formal decision point. No "let me think about it." It just clicked.

I'm grateful when life works like this. When things flow instead of force 🤍 

Honestly, that's how this entire Bonobee team came together. People who just get it. Who feel like they've been here all along even when they haven't.

_____

Building something is hard enough. Having people who naturally fit into the chaos? That's the part that makes it worth it.
_____

Teodora, welcome to the official unofficial team you've already been part of. Thanks for being someone I can actually delegate marketing to without my brain exploding 🙃 

To everyone building teams right now: sometimes the best additions aren't planned. They just happen. And when they do, you know.

Most partner programs fail because they're invisible. You sign 50 partners. Maybe even 100. But buyers can't find them when they need them. Here's what actually works:

1. Start with an audit. 
Not a spreadsheet of logos. Document where your partners live today and which use cases they actually solve. Pick your top 20.

2. Define what visibility means. 
For you. Not best practices from some consultant. Is it partner page traffic? Search rankings? Pipeline attribution? Pick the metric that matters to your business.

3. Structure around solutions, not partners. 
Buyers don't just search for "Acme Corp integration." They search for "CRM sync for manufacturing" or "payment gateway for healthcare SaaS." Map your partners to what buyers are actually looking for.

4. Build searchable profiles. 
20 partners with real integration details and use cases beat 100 logo walls. Make it functional, not pretty.

5. Launch internally first. 
Your sales team needs to know this exists. This is competitive infrastructure, not a partnership vanity project. If your AEs don't know about it, your buyers won't either.

6. Optimize with data. Track what gets traffic. Track what drives pipeline. Add more partners in those categories. Remove what doesn't work.

90 days. That's it.

Not because it's the perfect timeline. Because most companies spend 90 days talking about partner programs instead of building them.

What's stopping you?


P.S. This is the infrastructure we're building at Bonobee - making partner programs actually discoverable for buyers. If you're tired of invisible partnerships, we should talk.

I'm building Bonobee without VC money. But I keep watching founders crash at fundraising for stupid reasons. 17+ years in B2B, three startups, more investor meetings than I can count. 

I have incredible advisors, a team that knows what they're doing, people who remind me I'm brave when I forget. I'm lucky.

I've made a thoughtful decision not to go the VC route with Bonobee right now. But I keep watching other founders with good products get stuck at fundraising. Not because their business is bad. Because they don't know how VCs think. The ghosting, the "we'll circle back," the rejections that feel personal but aren't.

I've been through this. Multiple times. It's exhausting.

So when Kevin Chavanne (10 years at Tenity and Funderbeam, thousands of pitches reviewed) told me he built something to fix this, I paid attention.

𝐇𝐞 𝐜𝐫𝐞𝐚𝐭𝐞𝐝 𝐔𝐠𝐥𝐲 𝐁𝐚𝐛𝐲, 𝐛𝐚𝐬𝐢𝐜𝐚𝐥𝐥𝐲 𝐭𝐡𝐞 𝐢𝐧𝐭𝐞𝐫𝐧𝐚𝐥 𝐕𝐂 𝐞𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐨𝐧 𝐩𝐫𝐨𝐜𝐞𝐬𝐬 𝐟𝐨𝐮𝐧𝐝𝐞𝐫𝐬 𝐧𝐞𝐯𝐞𝐫 𝐬𝐞𝐞. The real questions. The real framework. The stuff that happens in the room after you leave.

No pitch coaching. No making your deck prettier. Just: here's how your startup is actually being analyzed and here's what's breaking.

(Also their website is beautiful. The marketer in me never sleeps haha.)

Sometimes your baby is ugly. Better to know early.

I'm sharing this because if I'd had access to how VCs actually think during my first two startups, I would've saved myself so much confusion and time.

Kevin's one of the good ones who actually wants founders to succeed, not collect fees.

If you're fundraising or thinking about it, look at what he built. Worth it!

Remember that ebook I dropped last week? The 50+ page beast on ecosystem-led growth for B2B marketers? Turns out people actually read it. Not just skim. Read 🙃 

Honest truth: it was one of the spontaneous things I do 😉

I wasn't planning some big content play. I just looked at all the posts I've been writing about partner visibility, ecosystem infrastructure, why your partner program is invisible... and realized I'd basically already written the damn thing.

So I gathered it all up, organized it into something that makes sense, and designed it to actually look good (because why not).

The messages I'm getting are wild. 

Marketers forwarding it straight to their CMOs. People saying they've been trying to make these exact points internally for months but couldn't get traction. One person told me it changed how their leadership team talks about partnerships.

I'm genuinely proud of how it turned out. The content is solid. The design is clean. And it's actually helping people reframe conversations that needed reframing.

50+ pages. Real data. No fluff.

Sometimes the best content happens when you stop overthinking and just put what you know into the world.

If you haven't grabbed it yet, link in comments. Not gated. Wasn't planning lead gen, haha.

Video walkthrough attached. Happy Friday 🤗

Saturday mood = watching our Bono the Bee fly ✨ Sometimes you just need to see your logo come to life.

Partnerships are hard. Building visibility infrastructure is harder. But forward motion hits different on a Saturday morning.

Keep flying, keep building, keep making invisible ecosystems visible.

Happy Saturday from the Bonobee team 🐝

The 2026 ecosystem gap is opening right now. Your partner ecosystem is about to become your biggest competitive advantage or your most expensive blind spot.

𝐕𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲 𝐂𝐫𝐢𝐬𝐢𝐬
78% of B2B buyers can't find your partners when they're evaluating solutions. That's qualified pipeline walking straight to competitors with visible ecosystems.

𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐁𝐫𝐞𝐚𝐤𝐝𝐨𝐰𝐧 
Your board can't see partner-influenced revenue, so they're not funding the programs that could 3x your pipeline. Meanwhile, companies with Partner RevOps infrastructure are getting the investment and strategic priority you're fighting for.

𝐄𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦 𝐅𝐫𝐚𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧
Your partner marketplace exists in isolation while your competitors are connecting theirs into network effects that create actual category moats.

𝐈𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐑𝐚𝐜𝐞 
Companies building ecosystem visibility infrastructure right now will dominate their categories. The rest will spend years playing catch-up with fragmented programs that boards won't fund and buyers can't find.

This isn't about partnerships being "strategic." It's about whether your ecosystem infrastructure can compete when visibility becomes table stakes.

What are you building?


P.S. We're building Bonobee to solve the visibility infrastructure problem: turning invisible partner ecosystems into discoverable, measurable revenue engines. DM me if you want early access.

Match your partner type to your business model and growth stage. Not your wishlist. Not what your competitors are doing. What actually fits your GTM.

- Need market reach without building a direct sales team? 
Channel partners with deal registration and partner portals.

- Buyers won't demo without seeing your integrations first? 
Technology partners with a public marketplace and API/SDK infrastructure.

- Selling complex solutions that need expert implementation? 
Agency partners with certification programs and co-sell materials.

- Going after transformative enterprise deals? 
Strategic partners with executive sponsorship and joint business plans.

Most B2B companies pick partner types based on what sounds impressive. Then wonder why their partner program isn't driving revenue.

𝐓𝐡𝐞 𝐢𝐬𝐬𝐮𝐞 𝐢𝐬𝐧'𝐭 𝐲𝐨𝐮𝐫 𝐩𝐚𝐫𝐭𝐧𝐞𝐫𝐬. 𝐈𝐭'𝐬 𝐭𝐡𝐞 𝐦𝐢𝐬𝐦𝐚𝐭𝐜𝐡 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐩𝐚𝐫𝐭𝐧𝐞𝐫 𝐭𝐲𝐩𝐞 𝐚𝐧𝐝 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐫𝐞𝐚𝐥𝐢𝐭𝐲.

You can't run a channel program without margin structures. You can't scale tech partnerships without integration attribution. You can't activate agency partners without certifications.

Wrong partner type = wasted time and zero traction. 

Right partner type + right infrastructure = compound growth.

Which partner type actually fits where your business is today?

You can't scale without systems. Everyone knows this. So partnerships teams buy PRMs. Automate partner management. But they start at the wrong step. Missing the infrastructure that comes BEFORE you have partners to manage.

Partner discovery is still manual. Outreach, one conversation at a time. Visibility lives in static directories at best.

𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗳𝗼𝗿 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲:

𝗣𝘂𝗯𝗹𝗶𝗰 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗮𝘁 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝘀 𝗶𝗻𝗯𝗼𝘂𝗻𝗱
Every partner gets an SEO-optimized profile. Buyers searching for solutions find your partners with your brand attached. Your ecosystem becomes a lead generation engine that compounds through search.

𝗣𝗮𝗿𝘁𝗻𝗲𝗿 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘀𝗲𝗹𝗳-𝘀𝗲𝗿𝘃𝗲 
Partners research your program like buyers research products. Applications flow inbound, partners self-qualify. Strategic conversations happen because both sides see opportunity, not because someone cold outreached.

𝗦𝗮𝗹𝗲𝘀 𝗴𝗲𝘁𝘀 𝗿𝗲𝗮𝗹-𝘁𝗶𝗺𝗲 𝗮𝗻𝘀𝘄𝗲𝗿𝘀 
AE pulls up marketplace mid-call, filters by industry, sees exactly which partners serve that vertical. Zero manual updates from partnerships team.

𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝘁𝗿𝗮𝗰𝗸 𝘄𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿𝘀 
Which partner profiles get views? Which integrations generate leads? The system tracks it without building reports.

𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗽𝗲𝗿𝘀𝗼𝗻 𝘀𝗵𝗶𝗳𝘁𝘀 𝘁𝗼 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 
Not sending recruitment emails or updating partner lists. Building high-value relationships. Designing programs that scale.

I'm watching teams build visibility infrastructure first. Their partner programs become discoverable. Recruitment becomes inbound. Growth becomes scalable.

𝗧𝗲𝗮𝗺𝘀 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗶𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗮𝗿𝗲 𝘀𝘁𝗶𝗹𝗹 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗶𝗻𝗴 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀 𝗼𝗻𝗲 𝗯𝘆 𝗼𝗻𝗲.

Then wondering why PRMs don't solve their growth problem. You can't manage a network you haven't built yet.


PS: Bonobee turns partner ecosystems into discoverable partner marketplaces. Built specifically for teams who get that visibility comes before management.

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