THE BRIEF
Give a seller a reason to call and a product story to tell.
A live integration tells us what an advertiser can do. To turn it into a sales opportunity, we need to know which accounts are relevant, who owns the relationship, and what the rep should offer. I built that handoff with our technology partners and sales teams.
The portfolio spans commerce platforms, mobile measurement providers, multi-touch attribution tools, campaign software, and lead-generation partners.
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 experimentation. I tested co-selling, co-marketing, partner enablement, lifecycle campaigns, and any credible opportunity that could accelerate advertiser activation.
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 growing portfolio needed fewer, stronger motions.
One example is Shopify. A merchant installing the Snapchat app creates a signal we can surface from the data warehouse in our CRM. Sales can identify the account, check ownership, and reach out with a relevant next step. With measurement partners such as Northbeam and Triple Whale, we also map shared accounts and coordinate warm introductions.
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
Account Onboarding 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 a co-sell or co-market motion, validate net-new accounts, secure the right incentives, and launch.
06 OPTIMIZE
I review meetings, pipeline, and revenue with Sales, then bring seller and partner feedback back to Product and our partner teams.
RESULTS
Revenue, reach, and sales cadence.
Eight figures
annualized partner-sourced revenue
Thousands
prospects reached
Weekly
pipeline reviews with Sales
Quarterly
revenue contribution goal I own
WHAT I've LEARNED so far
An integration is only the foundation. Growth comes from everything built around it.
Bringing these partnerships to life requires positioning, co-selling, co-marketing, enablement, incentives, and measurement across partner and sales teams. I use weekly business reviews and quarterly partner reviews to track progress and share feedback.