Partnerships are the fastest way to build a SaaS growth flywheel.

But most teams treat partnerships as one-off experiments instead of designing them to compound over time.

Here’s how to do it right:

1. Start with your ICP’s workflow.
Your best partners are already embedded in your customer’s day-to-day. Integrate with their tools, co-sell with their vendors, and co-market where they spend attention.

2. Focus on repeatable value.
A one-off webinar won’t cut it. You need evergreen content, scalable integrations, and sales playbooks that can be reused across geographies and teams.

3. Assign ownership and clear KPIs.
Partnerships often fail because nobody owns the outcome. Make it someone’s job to build the pipeline, report on sourced revenue, and drive activation.

4. Use “better together” stories.
Your customer doesn’t care about your logo soup. They care about how using your product + a partner’s product gets them a specific result faster, easier, or cheaper.

5. Create internal incentives to support the flywheel.
Your marketing, sales, and product teams should all have a reason to support partnerships. That might be leads, faster closes, or reduced churn.