Page de couverture de S01 E01 How to Build a Partner-Led Growth Strategy That Actually Works | With Brian Gilman

S01 E01 How to Build a Partner-Led Growth Strategy That Actually Works | With Brian Gilman

S01 E01 How to Build a Partner-Led Growth Strategy That Actually Works | With Brian Gilman

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 Welcome to the very first episode of Collab Convo! In this inaugural episode, host Jo Dunkley sits down with Brian Gilman, Chief Marketing Officer at ThetaRay, to explore what it really takes to build a successful partner-led growth strategy in B2B tech.Brian shares the inside story of how ThetaRay—an AI-powered financial crime compliance platform—is expanding into North America through a partner-first approach rather than traditional direct sales. With over two decades of B2B marketing experience, including leadership roles at IntelePeer, Vonage, Polycom, and Vidyo, Brian reveals the practical strategies and hard-won lessons from scaling partnerships across systems integrators, technology partners, and analysts.This isn't your typical partnership conversation. Brian gets refreshingly honest about why establishing partner relationships is actually easier than maintaining them, the true cost-benefit analysis needed before chasing big-name logos, and why treating analysts as true partners (not just report gatekeepers) can transform your market position.Whether you're a CMO rethinking your go-to-market strategy, a partnership leader trying to prove ROI, or a marketer looking to understand how partnerships actually drive pipeline, this episode is packed with actionable insights you can implement immediately.Topics Covered:Why ThetaRay chose a partner-led model for North American expansionThe difference between marketing TO partners vs. marketing THROUGH partnersHow to prioritize which system integrators and technology partners deserve your investmentTreating analysts as partners, not just as a means to reportsBuilding cross-functional alignment between marketing, business development, and product teamsThe surprising truth about what it takes to maintain (vs. establish) partner relationshipsPackaging your solution for partner resale without losing your core value propositionHow partnerships can provide brand credibility that marketing budgets alone can't buyAbout ThetaRay:ThetaRay is a global leader in AI-powered financial crime compliance, helping banks and fintechs detect sophisticated money laundering, sanctions violations, and human trafficking schemes while reducing false positives by up to 90%. Learn more at www.thetaray.comKEY TAKEAWAYS:✅ Start selective, then scale: Don't chase all five major system integrators at once. Pick your best bet, prove success, learn from mistakes, then replicate the model.✅ Maintaining relationships is harder than establishing them: Opening doors is the easy part—staying relevant requires ongoing investment in human capital and relationship nurturing.✅ Analysts are strategic partners, not just gatekeepers: Use analyst relationships for product feedback and market insights before launch, not just for report placements.✅ One plus one should equal three: The best technology partnerships create a multiplier effect where joint go-to-market efforts benefit both brands more than working alone.✅ Know your true partner ROI: Before investing in any partnership, conduct rigorous cost-benefit analysis. Big logos don't always justify the resource investment required.✅ Packaging for partners requires thoughtful strategy: System integrators need service wrapper opportunities around your solution to see real value in the partnership.✅ Cross-functional collaboration is non-negotiable: Marketing, business development, product, customer success, and sales must all align on partnership strategy for it to succeed.✅ Focus on the right analysts, not all analysts: Identify which analyst firms and individuals have the most relevant share of voice in your space, rather than automatically targeting tier-one firms.✅ Partnership ecosystems drive credibility faster than marketing spend: Partners bring established relationships and brand trust that even massive marketing budgets can't replicate quickly.✅ Build relationships before you need them: Pre-brief analysts on upcoming products, engage technology partners early in development cycles, and invest in relationships during good times.🔔 Subscribe to Collab Convo so you never miss an episode with leading CMOs and partnership experts👍 Like this video if you learned something new about building partner ecosystems💬 Comment below: What's your biggest partnership challenge right now? Our community wants to help!📤 Share this episode with your marketing and partnership teams🔗 Join the conversation: Connect with fellow partner marketers at Coterie Connect (www.coteriecommunity.global)Brian GilmanChief Marketing Officer, ThetaRay📧 LinkedIn: linkedin.com/in/bgilman1🌐 ThetaRay: www.thetaray.comAbout Brian: Brian Gilman is a seasoned B2B marketing executive with over 20 years of experience scaling high-growth technology companies. Prior to ThetaRay, he served as CMO at IntelePeer and held leadership roles at Vonage, Polycom, Vidyo, and Vitech Systems Group, where he achieved multiple Gartner Magic Quadrant placements...
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