Have you been here before?
Partner events that feel successful but don’t create pipeline
Focusing on scale instead of intent and account relevance
Attribution that’s hard to track and sales doesn’t trust
Agencies unclear on how the partnership helps them win clients
Partner motions optimized for activity, not revenue impact
In this episode, Rachel Tyers unlocks...
Why most partner events don't convert
Why high-intent events are better
How integrations drive agency preference
Why leverage beats commission
How to make attribution trusted again
I interviewed the SVP of Marketing and Partnerships at Okendo
Rachel Tyers leads a 650+ agency partner ecosystem. In this episode, she breaks down what’s working and what e-commerce teams most often get wrong.
1. What partnership motions are actually working for you right now?”
“The ones that help agencies win clients. If it doesn’t make them better at delivering for their customers, it doesn’t scale.”
2. What looks good on paper but consistently underperforms?
“Big partner events. They look great, they feel great, but they don’t create pipeline.”
3. What does attribution need to look like to actually work?
“It needs to be boring. Simple, consistent, and trusted by everyone.”
Partnerships Unlocked Spotlight
Next week: The $200M PlayBook: Winning Hearts, Minds, & the 80/20 Rule
Nelson Wang scaled partner revenue across companies like Airtable, Box, and Toptal by ignoring the pressure to “sign everyone” and focusing instead on customer pain, internal alignment, and repeatable systems.
Why customer interviews should come before partner recruiting
How to win internal buy-in by making it easy for Sales to sell with partners
Why more partners usually creates more drag, not more growth
How AI can help activate the mid-tier partners most teams never have bandwidth to manage
“It is everyone’s job in the company to get behind partnerships.”
— Nelson Wang
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