Does this sound familiar in your partner program?
You keep asking AEs and CSMs for partner referrals, but nothing happens consistently
Your customers are already signaling they need partner help, but you have no system to capture and route it
Your partnerships team is still trying to prove “influence” while the business wants revenue
In this episode, Chris Lavoie breaks down...
How the Trojan Horse playbook turns a simple customer survey into partner-qualified referrals
Why 70% of surveyed customers said yes to a trusted partner intro
Why you need to feed partners first, and how to make referrals happen without extra work for AEs or CSMs
Why co-selling fails without executive alignment, and why sourced revenue earns more respect than “influence”
Lessons that actually move partner revenue that you will get from this episode.
Chris Lavoie is the Founder of Partnership Mastermind and former Tech Partner Lead at Gorgias. This episode is full of practical lessons on making partnerships a real revenue motion, here are three powerful ones:
1. How do you actually get internal teams to feed partners?
Most reps are not ignoring partner referrals, they just don’t know when a customer actually needs help. Ask customers directly, then route the lead to the right partner.
2. Why does co-selling with tech partners fail so often?
Because shared accounts are not enough. Co-selling only works when leadership on both sides makes it a priority and turns it into a real motion.
3. What actually gets partnerships taken seriously?
Revenue ownership. The closer your KPI is to closed-won revenue, the more credibility partnerships earns internally.
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 a Klaviyo integration, became an agency lever
How to set up attribution that sales, marketing, and partnerships can agree on
“The economics of events change completely when you go
smaller, higher-intent, and account-targeted.”
— Rachel Tyers
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