Notes on tech partnerships, revenue, and relationships.

How to become a technology partner of a larger platform

An independent guide to becoming a technology partner of a larger platform: product proof, shared customers, listing, and relationship, without invented program terms.

Better-together campaigns for technology partners

How to run a better-together campaign for a tech partnership: one workflow story, a landing page, a webinar, and a sales one-pager, without a big team.

August 27, 2026 · 13 min read

Co-marketing vs co-sell: which partner motion to run first

Co-marketing and co-sell produce different things and cost different amounts. Sequence them after a live integration, or you are marketing air.

Complementary vs competitive partners: drawing the line

How to tell complementary from competitive technology partners: category overlap, customer perception, co-opetition, and using your partner ICP to stay honest.

Customer introductions as partner currency

Why named shared customers are the strongest opener with a technology partner, and how to ask customers for introductions without being extractive.

How to write a partner case study customers will believe

How to write a technology partner case study: a shared customer, a workflow before and after, real permission, and a home on your site, theirs, and the marketplace.

Building a partner referral program on top of a live integration

How to build a technology partner referral program: simple terms, tracking, payout, and why referrals fail when there is no product story to send.

Who supports the customer when a tech partnership breaks

Who supports the customer when a technology partnership breaks: L1 and L2, escalation, status page, and what to put in the agreement before the first outage.

Partnership due diligence: what to check before you commit engineering

Partnership due diligence for B2B SaaS: API health, program maturity, legal terms, customer overlap, and security posture, plus a short checklist before you build.