Are you...
Building a partner program with scarce resources?
Chasing "strategic" partnerships that aren't producing?
Struggling to get buy-in for partnership investments?
Running experiments, but not sure what to prioritize?
In this episode, Tai opens his playbook on...
Leveraging your inbound engine to acquire new partners
How big-name partnerships fail without execution readiness
Why timing matters more than just the logo
How to earn executive trust first with sourced revenue
What’s inside?
Many of you know Tai Rattigan as the Co-founder of Partnership Leaders, but he also led partnerships at Deel, Amplitude, and Optimizely. Here’s what stood out in the episode.
1. Name a play that paid off for you
“At Optimizely, a significant portion of inbound leads were agencies already using the product for their clients. Instead of fighting that, we built around it.”
2. What strategy failed?
“The AWS partnership at Amplitude made sense on paper, but we weren’t mature enough as an organization to support that motion at the time. Timing mattered more than the partner.”
3. What makes this role easier?
“If your exec team cares about sourced revenue, that’s what you have to deliver. Once you earn credibility there, you get more room to talk about influence and long-term strategy.”
Partnerships Unlocked Spotlight
Next week: How to fix partnership events
Why did Rachel Tyers (SVP, Marketing & Partnerships at Okendo) trade happy hours for fewer high-intent events?
She breaks down the operating decisions behind…
Why large "partner fest" happy hours rarely produce new customers
How high-ticket, targeted events change the economics of partner marketing
How product differentiation, like the Klaviyo integration, became an agency lever
How to set up attribution that sales, marketing, and partnerships can agree on
“The economics change completely when you go
smaller, higher-intent, and account-targeted.”
— Rachel Tyers
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