Revenue Leaders How Revenue Leaders Use Partnerships to Build Predictable Growth (Ep 319)
Jan 28, 2026
Brian Williams, founder of HockeyStick and former leader of Xero’s regional ecosystem, is a partnerships and go-to-market strategist. He explains what partnerships really are, how partner ecosystems drive pipeline and larger deals, why they need an 18-month view, and how reps can start building reciprocal partner relationships.
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Partnerships Are A Strategic Thread
- Partnerships must be woven into the company strategy, not parked off to the side.
- They influence marketing, sales and product across the entire customer journey from awareness to retention.
Leverage OPM For Scale
- Use OPM (other people's money) conceptually: partners expand reach without proportional hires.
- Partnerships let product stay focused while others build complementary solutions.
Cleaning Company Grew Via Adjacent Partners
- Brian described advising a Melbourne cleaning company to partner with adjacent office suppliers to access shared customers.
- The owner expanded partnerships and grew his business by treating partners as mutual growth channels.