Turn Alliances Into Revenue Engines
Most Partnerships fail to make money. I built this site for:
Partner Leaders — who want to transform underperforming alliances into profit centers.
Sales Executives & CROs — who want to align indirect channels with direct quota performance.
Founders & Ecosystem Builders — who want to design monetizable partnerships from day one.
Here are the most popular pages to get you started:
After 25+ years leading global alliances, I’ve seen too many partnerships fail to generate revenue. Companies spend millions on “strategic” alliances that generate press releases, not pipeline. In reality, only a small percentage of partnerships produce meaningful revenue. The rest remain inactive in spreadsheets and expensive PRMs.
I built this site around a simple principle: revenue matters more than alliance activity metrics. KPIs are important, but too often leaders optimize for metrics instead of outcomes.
My first major focus is ISVs because, when done correctly, they are one of the clearest and most profitable partner routes to market for platform companies.
Partner News
30 March 2026 Update
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If you are an SDR or just getting started in sales on alliances, here are a few words of advice.
Alliances can equal hypergrowth—but most fail. Over the years, I’ve seen the same patterns repeat:
More than 50% of partnerships fail to meet objectives (BDO, State of Alliance Management 2024).
Centralized alliance teams succeed 2.5x more often than decentralized ones.
70% of partners “ghost” at least one vendor each year.
60% of MDF goes unclaimed.
Only 11% of partners ever reach incentive thresholds.
These numbers don’t point to lack of opportunity—they point to a lack of monetization strategy. It’s time to fix that.
Whether you’re building your first ecosystem or optimizing a mature partner program, this site is designed to help you move from partnership theory to partnership profitability. You’ll find:
Frameworks for monetization across ISVs, MSPs, GSIs, resellers, and hyperscalers.
Real-world playbooks to operationalize alliances within 90 days.
Revenue-focused KPIs that replace vanity metrics with measurable impact.
Insights on multi-lateral partnerships (ISV + GSI + Cloud) that actually scale.
Practical examples of MDF activation, incentive design, and co-sell execution.
The Goal
This isn’t another site about “strategic alignment” or “relationship building.” This is a advice in turning alliances into revenue. You’ll learn how to:
Identify which partnerships can produce sales in under a quarter.
Build GTM models that scale without increasing headcount.
Create triangulated alliances that multiply outcomes (e.g., ISV + GSI + Hyperscaler).
Leverage MDF, marketplace listings, and co-sell frameworks for exponential growth.
Join the Movement
The industry doesn’t need more partnerships. It needs better partnerships—those that are funded, focused, and monetized.
If you’re ready to transform your alliance strategy into a revenue engine, you’re in the right place.