Partner-led growth advisory
Most partnerships fail. Yours won’t.
We turn partnerships into your most predictable growth channel; with advisory, a proven framework, and AI-powered tools.
Done right, partnerships enhance customer outcomes, deliver higher-quality leads, close deals faster, and drive bigger, longer-lasting growth. The good news? You no longer have to go it alone.
Free tools & research
Partnership tools
Partnerships are becoming the leading revenue channel in B2B. These free tools and research help you build yours into one. Pick one to get started.
What’s your partnership revenue gap?
See exactly how much revenue your partnership program is leaving on the table versus top-quartile programs.
Calculate my gapHow ready are you to scale partnerships?
Score your readiness across the 7 pillars that decide whether a partnership program scales, and the blockers to fix first.
Score my readinessHow mature is your partner ecosystem?
Benchmark your ecosystem maturity across 7 dimensions against your industry peers, on a radar, with a maturity band and priorities.
Benchmark my maturityWhat do partnership roles pay across APAC?
The most comprehensive salary guide for partnership professionals across APAC: ranges, bonus benchmarks and incentive structures by role, level and region.
Download the report
Real client outcomes
The numbers our clients talk about
partner-led lead conversion at PencilPay, with stronger lifetime value than direct
Read the PencilPay storypartnerships became PencilPay’s top acquisition channel, ahead of direct sales
How they did itof total user acquisition targeted through partnership-generated deals at Lawpath
Read the Lawpath storyTry it now
What’s the partnership gap costing you?
Top-quartile SaaS companies source 30% of revenue through partners. Drag the sliders and see what closing your gap is worth, right now, on this page.
Illustrative, based on the 30% top-quartile partner-sourced benchmark. For the full 14-question diagnostic, run the free Revenue Gap Calculator.
Get my full revenue gapThe platform · HockeyStick AI
Make partner-led growth measurable
HockeyStick AI is the enablement engine behind every engagement. Founders start with an instant partnership baseline, then teams run the program on a command-centre built for partner-led growth.
- Partnership baseline. Get your tier, revenue gap, activation rate and 5-pillar readiness, instantly.
- Command-centre. Track partner-sourced and influenced pipeline against best-in-class benchmarks.
- Always-on guidance. Recommendations mapped to where you are in the framework, so the next best action is always clear.
An example of what you get back, computed from your answers in about five minutes.
Why partnerships
Partnership ecosystems benefit all participants
Done right, it’s a win-win-win: your company grows, your partners grow, and your mutual customers get better outcomes. Here’s who wins what.
- Access new customers and businesses
- Establish a competitive moat
- Reduce churn
- Unlock commercial benefits via partners
- Curate an ecosystem
- Develop alternate distribution channels
- Fulfil product gaps and foster the next wave of innovation
- Unlock scale
- A channel to customers
- Build customer and partner advocacy
- Meet more of their needs in one place
- Increase speed to market
- Better value proposition, higher satisfaction
- Connected offerings that work together
What we offer
Bespoke advisory that blends experience, structure and strategy
Insights-led holistic advisory
We understand platform growth levers, local and global trends to shape a plan specific to your business. We're the conduit between thought-leaders and the real-world experience of hundreds of SaaS companies.
Delivery-focused outcomes
Walk away with a comprehensive plan that translates advice into actions, and an objective assessment of current capabilities against what's required.
Trust is the new data
Honest, objective advice based on deep knowledge of best-in-class methodologies to help growing companies avoid pitfalls and realise their ambitions, faster.
Connected
Harness our deep network of platform orchestrators, contributors and market understanding locally and globally to unlock the opportunities ahead.
Endorsements
Trusted by the leaders building the world’s biggest ecosystems
FAQ
Partner-led growth, answered
What is partner-led growth?
Partner-led growth is a go-to-market motion where a meaningful share of revenue is sourced and influenced through partners - technology partners, integrators, channel and referral partners - rather than direct sales alone. Done right, partner-led deals close faster, win more often, and deliver higher lifetime value. We help SaaS companies make it a predictable, measurable channel.
Why do most partnerships fail?
Most partnerships stay ineffective because companies treat partnerships as a department or a logo swap rather than a strategy, lack a repeatable way to find, engage and enable the right partners, and never measure partner-sourced pipeline. We fix that with clear strategy, hands-on enablement, and proper measurement against best-in-class benchmarks.
How much of my revenue should come from partners?
Top-quartile B2B SaaS companies source around 30% of revenue through partners. We size your current partner-sourced revenue against that 30% benchmark so you can see exactly how much growth your partnership program is leaving on the table.
What is the HockeyStick Partnerships Framework?
It is a structured program built on five pillars - Align, Validate, Activate, Optimise and Accelerate - that turns partnerships into a repeatable, high-performing growth channel. Each pillar builds on the last, combining our proven partnerships methodology with AI-powered enablement.
What is the difference between partner strategy and partner marketing?
Partner strategy defines where partnerships create value and how to win. Partner marketing is the activation layer that turns that strategy into results by unlocking and activating the partner network you have built. We offer both, so your strategy does not sit idle.
Who is Hockey Stick Advisory for?
B2B SaaS founders and revenue leaders, from seed-stage to enterprise, who want to build or scale a partner program into a measurable revenue channel. We are based in Melbourne and work with companies across APAC and globally.
What does the HockeyStick AI platform do?
HockeyStick AI analyses 100+ data points about your business and applies the learnings of 70+ B2B SaaS engagements to produce your complete partnership strategy in days, not quarters: partnership vision, ecosystem prioritisation, partner ICP, category opportunities and priorities. It also powers our free diagnostic tools.
Get in touch
Let's chat about how we help you achieve your goals, faster
We'll work with you to understand your challenges and develop a bespoke strategy that maximises your growth potential through a partnership ecosystem-led approach.