Strategic partnerships - a quicker path to distribution?
28/03/25
Too often, businesses overlook commercial partnerships as a key pillar of their go-to-market (GTM) strategy. But the reality is, as a founder, no matter how great your offering is, there will only ever be one you. Partnerships allow you to extend your reach, open new distribution channels, and have others with a vested commercial interest advocating for your products and services. When implemented effectively, partnerships can be a powerful component of sales strategy development, accelerating your market penetration and driving sustainable business growth.
A great partnership isn’t just about two businesses working together—it’s about creating value for three parties:
Your business
Your partner
Most importantly, the end customer
Not every business is the right fit for a partnership. The key is to identify companies that offer complementary services or market presence without being direct competitors. Here are a few key questions to consider when evaluating potential partners:
What other types of businesses service your Ideal Customer Profile (ICP)?
What gaps do you fill in their current service offering?
What are you willing to offer commercially in return for new opportunities?
There’s no one-size-fits-all approach to partnerships. Some common models include:
Referral agreements – Your partner refers clients to you for a commission or reciprocal arrangement.
Reseller agreements – Your partner actively sells your solution as part of their offering, allowing for a more integrated sales approach.
Joint ventures – A more integrated partnership where you collaborate on a shared product or service.
If you haven’t considered partnerships as part of your GTM approach, now is the time! At Bright Evolve, we specialise in sales solutions for B2B startups that help businesses accelerate growth.
Get in touch to explore our sales advisory services!
