Partner-led growth (it’s the “new” PLG) is one of the most powerful ways to scale a SaaS business. It’s about building strategic relationships that drive demand, unlock new revenue streams, and amplify your reach without the overhead of massive sales teams. In a world where customer acquisition costs (CAC) are climbing, this approach can transform your GTM engine into a growth flywheel.
What is Partner-Led Growth?
Partner-led growth is a GTM strategy where businesses rely on partnerships to drive customer acquisition, expansion, and even retention. Unlike traditional direct sales models, partner-led is about creating a network effect, turning partners into amplifiers for your brand. These partners can include tech vendors, resellers, systems integrators, consultants, or even other software companies that serve a complementary market.
Why PLG Growth is Critical for SaaS Companies
- Lower Customer Acquisition Costs (CAC) – Partners often have deep relationships and credibility within their networks, reducing the need for expensive direct marketing and sales initiatives.
- Access to New Markets and Audiences – Partners can open doors to new segments, geographies, or verticals that might be difficult to reach directly.
- Scale Without the Overhead – Leverage a network of partners to grow without dramatically increasing headcount or overhead.
- Credibility and Trust – Partnerships with respected brands can boost your reputation and reduce “buyer beware.”
- Revenue Driver – Well-structured partner programs can turn every partner into a growth engine, and create meaningful, long-term revenue streams.
Key Components of a Successful Partner Growth Strategy
- Partner Selection – Don’t spray and pray when looking for partner. Choose partners that align with your ICP (Ideal Customer Profile) and have complementary offerings.
- Partner Enablement – Provide your partners with the training, tools, and resources they need to effectively sell your solution.
- Joint Marketing Initiatives – Collaborate and agree on marketing campaigns, events, and co-selling opportunities to reach a broader audience as part of your partner agreement.
- Clear Incentives and Commission Structures – Create the right financial incentives to motivate partners and build long-term relationships. Ensure the commercials are transparent.
- Measure and Track – Regularly assess partner performance and optimise your program based on data and feedback (listen to your partners!).
Real-World Examples
- Xero – Focused on building an ecosystem of accounting, bookkeeping and ecosystem partners when launching in ANZ. This approach saw their partners promoting Xero at industry events and spreading the word within their networks, helping them gain market share and push the incumbent category leader, MYOB, to the side.
- HubSpot – Built a large ecosystem of agency and technology partners that now drives significant portions of its revenue by aligning tightly with its partner network.
- Salesforce – Created the AppExchange, a vast partner network that extends its product reach and customer base through integrated apps and solutions.
- Shopify – Established a robust partner ecosystem, including app developers, designers, and consultants, to support rapid growth and global expansion.
- Apple – Launched the App Store, creating a massive ecosystem of developers that fuelled the rapid adoption of iOS devices and generated billions in recurring revenue. This model transformed Apple into one of the most valuable companies in the world.
Easy Ways to Get Started with Partner-Led Growth
- Assess your current GTM strategy and identify where partners can add the most value.
- Define clear partner personas and selection criteria – where are the gaps in your product?
- Build an onboarding and enablement plan to set partners up for success. A simple PDF with guidelines, links to training docs, and “how-to’s” is a good start.
- Establish regular communication and feedback loops to keep partners engaged and aligned.
- Measure performance and continuously optimize your partner program to maximize ROI.
- Set up a partner calendar for marketing activity to keep momentum high and ensure pre-planned activation for new partners as they come onboard.
That’s a Wrap
Partner-led growth isn’t just a tactic – it’s a strategic shift in your business for scaling faster, reducing CAC, and creating flywheel revenue streams. If you’re considering adding a partner-led motion to your GTM strategy, MarketCraft GTM can help you design, launch, and scale a high-impact partner program. Get in touch today to learn more.
