THE BRIEF
Build a repeatable GTM engine to scale Snap’s tech partnerships.
Snapchat for Business had a growing portfolio of partners across commerce, measurement, campaign, mobile measurement, and lead gen verticals. But an integration alone does not create awareness, adoption, or customer value.
I lead the growth strategy that turns these technical relationships into repeatable GTM motions, driving advertiser acquisition, product adoption, and partner-sourced pipeline for Snap’s enterprise sales team.
THE CHALLENGE
The integrations were live. Turning each into a growth engine was the hard part.
The portfolio spanned different products, advertiser audiences, partner managers, sales teams, and levels of maturity. Before I could scale it, I had to map who owned what, reconstruct what had already been tried, and diagnose where the strongest opportunities were hiding.
Then came the experimentation. I tested co-selling, co-marketing, partner enablement, lifecycle campaigns, and any credible opportunity that could accelerate advertiser acquisition.
The challenge was not finding one universal playbook. It was building a flexible operating model that could support a sprawling portfolio while creating a consistent path from integration to adoption, pipeline, and revenue.
JOINT GTM MODEL
A sprawling portfolio needed fewer, stronger motions.
After the initial testing, a pattern emerged: the biggest opportunities were not custom programs built for individual partners. They were GTM motions that could be repeated across products, verticals, regions, and sales teams.
I narrowed the portfolio around a small set of shared workstreams, then adapted the message and execution to each partner’s audience. This concentrated resources on programs that could compound instead of spreading the team across dozens of disconnected activities.
Partnership Strategy
Co-Selling
Co-Marketing
ABM
Lifecycle Activation
Sales Enablement
Account Intelligence
Performance Optimization
HOW THE PROGRAM WORKS
An integration-to-adoption operating system
I built a repeatable decision model that combined partner vertical, customer overlap, book-of-business data, and third-party signals to route each opportunity into the GTM motion most likely to scale.
01 PRIORITIZE
Estimate partner value using vertical, customer overlap, book-of-business data, and third-party signals.
02 POSITION
Define the customer use case, mutual value exchange, and role the partner plays in advertiser growth.
03 ALIGN
Set shared goals, target accounts, ownership, incentives, launch plans, and success measures.
04 ENABLE
Equip partner CSMs and Snap sellers with referral incentives, decks, videos, guides, and campaign materials.
05 ACTIVATE
Select the co-sell or co-market motion, validate net-new accounts, secure the right incentives, and launch.
06 OPTIMIZE
Review segment performance in WBRs, host QBRs with partners, and turn shared feedback into the next iteration.
RESULTS
From integrations to advertiser growth
0→1
GTM system
6
Partner verticals
1,000s
Prospects reached
Material
quarterly revenue contribution
WHAT I LEARNED
An integration is only the foundation. Growth comes from everything built around it.
Bringing it to life required positioning, co-selling, co-marketing, enablement, incentives, and measurement, coordinated across partnerships, sales, product marketing, design, data, CRM, and operations.