#234: How to Use Partnerships to Scale (B2B Partnership Strategy) - Bryan Williams

In this video, we sit down with Brian Williams from Hockey Stick Advisory to break down how B2B companies can actually build partnerships into a real revenue channel, not just a logo wall. We cover: → Why partnerships needs to be a top down strategic decision, not a side experiment → The foundations most companies are missing before they even hire a partnerships manager → How to pick the right partners using a capacity, commitment, mutual customers and capability matrix → Why partnerships takes a two year cycle and how to set realistic expectations with your leadership team → How AI is changing the way partnership ops and rev ops teams work together If you are a B2B marketer, CRO or founder who knows partnerships should be part of your growth mix but has no idea how to actually build it out properly. Tune in and learn: → How to align your whole leadership team on what partnerships is and what it isn't → How to validate your partner categories before you activate anything → What a mutual success plan looks like and how to operationalize partners like a sales team → Why referral leads close faster and how to make that engine predictable → How to build a line of sight to partnerships ROI that your CFO and CRO will actually get behind \----------------------------------------------------- 🔗 Links + CTAs \----------------------------------------------------- 🎓 Join our Demand Generation Program: https://theb2bplaybook.com/demand-generation-course 🧠 Learn how to drive revenue across your organisation with CRO School: https://theb2bplaybook.com/cro-school 💼 Need help running your own LinkedIn Thought Leadership Ads? https://theb2bplaybook.com/linkedin-ads-agency \----------------------------------------------------- SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter GET the latest CONTENT: https://theb2bplaybook.com/ \----------------------------------------------------- Timestamps: 00:00 Why Partnerships Is a Real Revenue Channel 00:48 Meet Brian Williams from Hockey Stick Advisory 01:47 How the Partnerships Landscape Has Shifted 03:05 The Foundations Most Companies Are Missing 06:30 Why Partnerships Has to Be a Genuine Exchange 07:51 Are You Actually Partnerships Ready? 09:47 How to Identify the Right Partners 13:18 The Biggest CRO Blocker With Partnerships 16:10 How AI Is Changing Partnerships 19:06 Why Partnerships Managers Burn Out Early 22:04 The Two Year Cycle Explained 24:02 When Partnerships Doesn't Work 25:26 The Big Hire Mistake to Avoid 28:26 The Partnership Revenue Gap Calculator 31:53 Where to Find Brian and Hockey Stick Advisory S08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing