In this episode of Investible Partnerships™, Des Russell sits down with long-time industry peer and partnership expert Bryan Williams to demystify the concept of partner-led growth.to break down the overused buzzwords and reveal what it really takes to build a partner strategy that delivers. Together, they unpack the myths that hold teams back, the strategic foundations needed for success, and the system thinking required to scale partnerships—without relying on a "firehose of partners." Whether you're building a partner program from scratch or fixing one that's flatlined, this episode is packed with insights you can use today.

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Key Takeaways

‍00:00 – Welcome + Guest Intro
Des introduces Bryan and their shared history in the partnership space.

01:00 – Bryan’s Journey into Partnerships
From outbound sales in Europe to his “lightbulb moment” that partnerships drive better growth.

04:45 – Defining Partner-Led Growth
Why it must align to company strategy, not sit in the corner hoping to deliver leads next quarter.

07:30 – Common Myths About Partnerships
The unrealistic expectation of short-term impact and why exec buy-in is critical.

09:30 – Systematizing Partnerships
Des and Bryan compare partner programs to sales teams—why both need structure, process, and capability-building.

14:00 – Quality vs. Quantity in Partners
Why fewer, deeper partnerships beat broad and weak ecosystems.

17:00 – The Blind Spots in Partner Recruitment
How companies overlook key capacity and alignment signals when chasing new partners.

20:00 – APAC-Specific Partnership Challenges
Regional nuance, market fit, and why APJ is not “just another geography.”

25:30 – Hockey Stick’s Operating System for Partnerships
Bryan shares how they’re working with clients long-term to embed capability and system thinking.

28:00 – AI & Tools: Foundations First
Why AI can enhance—but not replace—partner strategy and execution.

33:00 – Looking Ahead: The Future of Growth and Marketplaces
The role of hyperscalers, the next wave of co-sell, and identifying truly net-new revenue.

36:00 – Defining Investible Partnerships
Bryan’s definition: “A clear line of sight to ROI.”
Des builds on that with signals, data, and the science of investibility.

40:00 – Partnerships Fast Five
Quickfire one-word answers from Bryan on what makes partnerships thrive.