The Revenue Leadership Podcast with Kyle Norton E27: How Matt Braley Built a Multi-Million Dollar Alliance Ecosystem at InvoiceCloud
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Apr 2, 2025 Matt Braley, the third employee at InvoiceCloud, transformed the company from a modest half-million in ARR to a staggering $4 billion acquisition. He shares insights on scaling an alliance ecosystem, growing partnerships from 15 to 50 and generating significant revenue. Discover his unique VECTOR framework designed to qualify partnerships, avoid common pitfalls, and achieve strategic alignment. Matt emphasizes the importance of clear goals, incentive alignment, and effective collaboration for fostering successful partnerships that drive business growth.
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InvoiceCloud's Alliance Success
- InvoiceCloud started alliances sub-$1M ARR, focusing on technical integrations for a "1+1=3" effect.
- These alliances became a major source of pipeline, bookings, and even a competitive moat, though the latter diminished over time.
Paper Partnerships
- Many partnerships fail because they become "paper partnerships," yielding no results after much effort.
- This often stems from insufficient upfront alignment and qualification, treating partnerships less rigorously than enterprise sales.
Treat Alliances Like Enterprise Sales
- Treat potential alliances like enterprise sales, requiring the same rigor and qualification.
- Continuously evaluate if the partnership is worth pursuing, similar to using MEDDIC in sales.