Last week, I spoke with a CRO at a $30M ARR B2B SaaS company about partnerships as a GTM motion. We both agreed: too many partnerships waste time and never generate revenue.
Many revenue teams pour months into building partnerships—only to realize they had no clear structure, no accountability, and no measurable impact.
I’ve seen this across all my last 3 scaleups tenures. The common issue? Most partnerships don’t fail because of bad strategy—they fail because of poor execution and lack of leadership.
