'Notes' distill big ideas
on partnerships, GTM, leadership, and AI into sharp, practical takeaways,
short enough to read in a under a minute, useful enough to act on right away

How do startups build their moat in this era of AI and agents?
The shift to platform-centric ecosystems is an invitation for startups to start shaping their partner strategy early on as a way to build their b: 1. Build community early on; 2. Treat partnerships as an essential GTM motion; 3. Develop partner ops as you grow and scale your GTM (it will be much harder and slower later).

How do B2B tech companies grow in GTM in the AI era?
AI go-to-market has entered a new phase where the focus is shifting from standalone AI models and products to platform-centric ecosystems powered by strong, integrated partner networks. The companies that will lead will excel at their tech but also at enabling other businesses to succeed with it. For partner leaders, this evolving landscape represents both a significant challenge and a major opportunity to innovate, collaborate, and drive growth through strategic ecosystems.

What are the top 2 priorities for Partner Leaders in Q3,2025?
Deeper partner commitment to co-innovation and specialization in emerging tech like AI and cybersecurity. They want partners who invest in certifications, joint solution development, and dedicated resources to align with their roadmaps; higher mindshare, and exclusive deals in key verticals.
Scaling revenue through ecosystem-led growth without ballooning direct sales costs. Vendors aim to leverage partners for broader market penetration, faster innovation cycles, and recurring revenue streams. Think managed services or outcome-based models.

The best partnering tip for growth stage companies?
At growth stage, pick one hero partner play, make it measurable, and run it to exhaustion. Don’t “do partnerships,” productize one co-sell motion with a single high-fit partner and prove it changes the math. How: Tight ICP overlap: choose the partner whose customers match your best cohort and where you’re already pulled into deals. Package the offer: one use case, one deployment path, one pricing & private-offer template if you’re on a marketplace.Wire the co-sell spine: SDR intro script, AE talk track, SE demo assets, 2-page ROI sheet, escalation contacts on both sides, and a 20-hour “fast start” services SKU. Instrument in CRM, land 3 wins, and only then scale.

How to fast-track partner enablement for new launches
When you roll out a new product or campaign, you don’t need to start from scratch for partners. The quickest path is to repackage existing sales content, after “partnerizing” it. That means stripping out internal-only references, concepts, and data, and reframing the message so it speaks directly to partners. Focus on why the launch matters to them, how it benefits their business, and what’s in it for them if they prioritize it.

On partner leadership
Astronaut Scott Kelly on smart: “The smartest person in the room, I’ve learned, is usually the person who knows how to tap into the intelligence of every person in the room.” In partner leadership, that’s the difference between running programs in isolation and building ecosystems where vendors, partners, and customers co-create solutions. The leaders who listen, connect, and activate collective insight are the ones who turn partnerships into growth engines.

The winning formula for partner program communications
The real winning formula isn’t about flooding partners with information, it’s about delivering clarity, consistency, and credibility at every touchpoint. Great partner communications strip away internal jargon and focus on what matters most to the partner: growth, differentiation, and ease of doing business. That means translating complex launches into “what’s in it for me,” delivering a single narrative across sales, marketing, and enablement, and timing updates so they feel like an advantage, not noise. When partners see every message as actionable, aligned, and valuable, communications stop being background chatter and start becoming a competitive edge.

On AI
What if AI isn’t the world-altering force it’s made out to be, but instead another major platform shift, closer to the iPhone than the industrial revolution? Benedict Evans, tech analyst and former a16z partner, pushes back on the hype, suggesting AI should be seen as the most significant change since the smartphone era, but not the equivalent of discovering electricity.

From Partner Volume to Partner Value
Partner strategies are shifting from chasing breadth to cultivating depth. Instead of stacking up long lists of partners, companies are prioritizing fewer but more strategic relationships that can truly move the business forward. This shift raises the bar on execution, requiring stronger operational foundations and enablement programs that feel tailored, not generic. The winners will be the companies that can deliver this personalization at scale, turning each partnership into a measurable growth engine.

AI go-to-market is entering a new phase where the focus is shifting from standalone AI models and products to platform-centric ecosystems powered by strong, integrated partner networks. The companies that will lead won’t just have the best AI technology; they will excel at enabling other businesses to succeed with it. For partner leaders, this evolving landscape represents both a significant challenge and a major opportunity to innovate, collaborate, and drive growth through strategic ecosystems.