Why should you read it?

This book is essential for partnership professionals because it provides a realistic, no-nonsense approach to building and managing partner ecosystems, especially for startups. Unlike generic partnership guides, it dives into the risks of premature partnerships, common misalignments, and the hidden costs of bad partner selection. Schrepf challenges the myth that partnerships are a shortcut to growth and instead provides a structured framework for evaluating when and how to engage partners effectively. Even for professionals in established partner programs, the book offers a fresh perspective on how startups think about partnerships and what that means for larger vendors working with them.

What is the book about?

The book covers the full partnership lifecycle, from deciding if partnerships are the right strategy to executing and scaling them. Schrepf introduces the 4C Framework (Customers, Capabilities, Culture, Commitment) to assess partner fit and explains when startups should prioritize direct sales over partnerships. Key topics include avoiding common partnership pitfalls, structuring agreements, ensuring partner enablement, and understanding how large tech companies evaluate startup partnerships. While primarily aimed at startups, the insights apply to any partnership professional responsible for building, managing, or optimizing partner relationships.

Best takeaway

The biggest insight is that timing matters—startups often enter partnerships too soon, before they have a repeatable sales motion or the capacity to support partners, leading to wasted resources and frustration. For professionals managing partner programs, this book is a reminder to scrutinize partner readiness before onboarding—ensuring that partnerships are built on real alignment rather than just good intentions.

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