Partnerships can open new routes to market, but only when both sides have a clear reason to invest in them.
1. Start with the customer
Identify which businesses already serve the customers you want to reach.
2. Define mutual value
Be specific about what the partner gains — revenue, a better customer offer, or reduced effort.
3. Choose the right model
| Model | How it works |
|---|---|
| Referral | Partner introduces; you sell |
| Reseller / channel | Partner sells your offer to their customers |
| Technology / integration | Products work together for shared customers |
| Co-marketing | Joint content, events or campaigns |
4. Make it easy
Give partners simple materials, a clear contact and straightforward terms.
5. Review and refine
Agree regular check-ins and be willing to end partnerships that are not working.