#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 togetherIf 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/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletterGET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------Timestamps:00:00 Why Partnerships Is a Real Revenue Channel00:48 Meet Brian Williams from Hockey Stick Advisory01:47 How the Partnerships Landscape Has Shifted03:05 The Foundations Most Companies Are Missing06:30 Why Partnerships Has to Be a Genuine Exchange07:51 Are You Actually Partnerships Ready?09:47 How to Identify the Right Partners13:18 The Biggest CRO Blocker With Partnerships16:10 How AI Is Changing Partnerships19:06 Why Partnerships Managers Burn Out Early22:04 The Two Year Cycle Explained24:02 When Partnerships Doesn't Work25:26 The Big Hire Mistake to Avoid28:26 The Partnership Revenue Gap Calculator31:53 Where to Find Brian and Hockey Stick AdvisoryS08 E233 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #partnerships #b2bsaas #partnermarketing #ecosystemledgrowth #gotommarket #channelpartners #digitalmarketing