AI didn’t fix it. Partnerships are a proven path to capital-efficient growth —
but 70–80% of programs fail. Usually for the same reasons.
And they’re avoidable.
That’s where I come in.
The outcome you’re after
CAC is under control. Partners are engaged and contributing, not just signed. And for the first time, you have a clear answer when someone asks: “What’s the ROI of partnerships?”
Why most programs fail
And partnerships keep failing — not because the idea is wrong, but because the execution follows the wrong logic: programs built before Partner-Market-Fit is validated, designed entirely from the company’s perspective — with nobody asking the partner: “Why should we care?”
How we work together
From a free first session to deep advisory engagement — pick the format that fits where you are right now.
Start here
Free
Not sure if partnerships are right for your company — or where to start?
A free 1h session covers the "Why" and When. Ready to go deeper?
The "How" follows in a 1.5h paid session (€249, net).
No fluff, no theory. Frameworks that survive contact with reality.
Deep-dive
A structured deep-dive into your partner strategy — or the lack of one. Applying the frameworks on your individual case. You leave with a clear picture of gaps, opportunities and a concrete action plan. No lengthy report. Just clarity and a path forward.
Ongoing support
You know the direction. Now you need someone to build it with. Monthly access to an experienced GTM operator who has built, fixed and scaled partner programs across B2B SaaS. No long-term commitment. Expertise, on demand.
For your team
And if you have a Partner Manager on your team — there’s a dedicated certification for them too. Full day, in-person. The only structured training that exists for this role.
How Martin works
20+ years as a GTM operator in B2B SaaS — not a theorist, not an agency. You get Martin directly, not a junior consultant with a slide deck. Contrarian where necessary, structured where it matters.
The CEG Framework is built on patterns from dozens of real partnership programs — what works, what doesn’t, and why. Because there are no universal playbooks. Partnerships are too individual for that.
Revenue is an outcome, not a goal. Partnerships are not a shortcut. They’re a strategic GTM motion — and they only work if the foundation is right.
Most companies skip straight to execution: hire someone, build a program, recruit partners. And then wonder why it’s not working.
As heard on
Track record
20+
B2B SaaS companies, from Series A to €50M ARR
“Apaleo was growing well and had built a large app marketplace — but our approach to partnerships was mostly opportunistic. Martin’s Assessment changed that. Working through it with the full leadership team gave us a shared understanding we didn’t have before. We realised we needed to distinguish between app integrations and real business partnerships, identify which implementation partners could help us stay capital-efficient in the longtail, and set clear conditions for our reseller relationships. Clear thinking, concrete outcomes. Naturally, we continued into Advisory to turn that clarity into execution.”
“Partnerships are an important driver of growth for talentsconnect. Tapping into Martin’s knowledge and experience with his Advisory enables us to overcome challenges, avoid mistakes and constantly improve our partner program, taking it to the next level. And it’s easy and fun to work with him, I especially enjoy the pragmatic and hands-on advice.”
Selected clients
A 30-minute call is enough to know whether there’s a fit — and where to start.