99% of companies think of partnerships as an INDIRECT revenue channel. That's wrong. Here’s why partnerships is the MOST direct sales channel:
Let’s break it down by function…
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Marketing puts out messaging talking about your brand, product or services.
They hope that some part of this message catches the attention of in-profile prospects.
Then they hope that these prospects are currently in-market for what you offer.
After this, they hope that these prospects will take the step of reaching out to your business.
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Sales creates lists of in-profile prospects and then sends their own messaging directly to them.
They are also hoping to catch their attention
And they also hope this prospect is in-market for their solution.
That’s a lot of time, effort, and resources predicated on hope.
And even if all of this occurs, you must then build sufficient value and trust with this prospect in order for them to become a customer.
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Now, let’s take a look at partnerships.
Your partner has ALREADY done all of this work.
They have the customer information, attention, and trust you need.
And, if you’ve built a strong relationship with this partner, you are able to leverage it.
So when a referral comes inbound from a partner, you already know they have a need.
That’s the power of partnerships, and why it’s the most direct sales channel.
No hoping or fumbling around in the dark required.
You don’t have to throw a bunch of sh*t at the wall to see what sticks.
So do your business a favor.
Go direct. Invest in Partnerships.
This week on Partnerships Unlocked
Nadav Tzuker shares how Wiz built 300 certified tech partnerships in three years, and why chasing revenue first almost killed them
Nadav Tzuker leads product partnerships at Wiz, the cloud security platform behind one of the biggest acquisitions in tech history. 3 years. Zero to 300 certified partners. One framework.
His instinct from day one: integrations aren't a partnership motion. They're a product motion.
Nadav joined me this week and broke down the plays. Here are the key takeaways:
Put integrations on the product roadmap. Assign a PM. Set technical standards. Give partners API access and a real portal. That's what turns one-off integrations into a scalable program.
Don't chase revenue first. Ship the integration. Track adoption. Get customer feedback. Then layer in co-sell. Changing that order is where most tech partner programs break.
Start from the customer, not the partner. If none of your customers are asking for it, it's not a priority. Inbound demand is your real prioritization framework.
AI partnerships are their own category now. Frontier labs, MCP marketplaces, AI agent platforms: these need a dedicated strategy. The window to build early is closing fast.
A lot more in the full episode — including how Nadav rallied product, marketing, legal and finance around a partner motion at one of the fastest-growing companies in the world.
Your partner program. Structured and accessible from any AI tool.
Most partner programs break down the moment volume grows. No standards, no structure, no visibility into what - and who - is actually working. EULER's Flows walk every partner through structured onboarding and activation paths automatically: agreements, training, certification, deal registration, in the right sequence. And with the EULER MCP, partners can manage everything directly from Claude, ChatGPT, or any AI tool they're already using.
Less friction. More revenue.
Takeaway of the week
Integration partnerships don't fail because the tech is hard. They fail because nobody put them on the roadmap.