Partnerships are a proven path to capital-efficient growth — but 70–80 % of programs fail. In two focused sessions, you’ll learn exactly why — and how to be in the 20–30 % that succeed.
Invest one hour. Validate whether partnerships are the right strategic move for your company and whether the timing is right. Then build (only) if the answer is Yes.
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If you're leading GTM at a B2B SaaS company right now, this probably sounds familiar:
Outbound is struggling. AI scaled the noise — not the results. Inboxes are saturated and reply rates are collapsing.
Inbound is losing steam. Content saturation, declining organic visibility, longer buying cycles. What worked 18 months ago is delivering half the pipeline.
CAC keeps climbing. Every new hire, every ad campaign, every demand gen experiment costs more and returns less.
Churn is up, CLTV is down. Customer success spend is rising, retention is softening, and the cost to serve is compounding.
Buyers are slower and more selective. SaaS spend audits, longer committee cycles, tighter budgets. Deals that used to close in 30 days now take 90.
CLTV ÷ (CAC + C2S) → going south
When this ratio deteriorates, every conversation gets harder. Your path to the next funding round narrows. Headcount decisions become painful. And the pressure on the person responsible for growth — you — intensifies.
You've probably already tried the quick fixes. AI tools promised to fix outbound. They didn't. You invested in content. The returns are shrinking. You know partnerships could be the answer — but when is the right moment, and how do you start without burning months on a program that never takes off?
If you don't turn this around, it's not just a missed quarterly target. It's your next funding round, your team's stability, and ultimately your company.
70 to 80 percent of partnership programs in B2B SaaS fail. That number isn't a reason to avoid partnerships — it's a map. Because the failures follow a pattern, and so do the wins.
Most teams launch a partner initiative for the wrong reasons, at the wrong time, with a partner hypothesis that hasn't been stress-tested. They spend 12 to 24 months in a black box — measuring activity instead of outcomes — before realizing the foundation was never right.
The companies that build successful partner programs ask three questions clearly before they invest a single hour of effort: Why partnerships? When to start? How to build? They answer these in order. And they use a structured framework to get there fast, without costly trial and error.
Two focused sessions. Validate that partnerships are the right step — at the right time — complimentary, no commitment.
Then build if the answer is yes.
Understand why partnerships are a critical component of capital-efficient GTM, what a meaningful definition of success looks like, and how to align the leadership team before you commit resources.
Learn the exact readiness signals that indicate you're prepared — and the warning signs that cause early-stage programs to collapse before they ever produce results.
If you answer both with yes — this is where it gets concrete.
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Build your partner hypothesis, hire the right person, validate your value proposition, set up the right metrics, and define a roadmap that gets you to early wins
and reach Partner-Market-Fit.
Without 24 months in the dark
or an expensive trial-and-error phase.
Two sessions — two distinct commitments
Why are partnerships a critical component of your GTM motion? Build the business case, understand the ecosystem dynamics, and learn how partner-supported growth differs from partner-led growth — and why that distinction matters for B2B SaaS.
When is the right time to consider partnerships? Learn the readiness criteria, the most common timing mistakes, and how to honestly assess your company's current position before investing headcount and budget.
Bring your situation. Leave with a clear yes or no on whether partnerships belong on your agenda — and why.
Answered Yes! to both Why and When? Session 2 is where you build it.
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How to start a partner initiative from scratch using a structured, repeatable approach that has worked across 20+ B2B SaaS companies.
Bring your specific situation. Martin addresses questions directly and in context — no generic frameworks, no scripted answers. You leave with clarity on your next steps, not a reading list.
Founder, CEG Consult · Partnership & GTM Advisor
Martin is one of Europe’s leading advisors on partnership-led growth for B2B SaaS companies. Over 20+ years he has helped founders and GTM leaders at companies from €3M ARR upward build scalable, repeatable partner programs — without the typical 12 to 24 month trial-and-error phase. First as in-seat operator, building global partnerships in three startups and scale ups successfully, and since 2022 as advisor and consultant.
His work spans Uberall, Staffbase, Pleo, Aircall, Leapsome, SoSafe, Mollie, and 15+ other fast-growing SaaS companies across Europe. He holds certifications in Revenue Architecture (Winning by Design), Partner Co-Selling Leadership (Pavilion), and CRO Strategy (Pavilion).
“Such a unique skill certification. How to NOT make all of the mistakes there are. I can only recommend it!”
“I should have done this training years earlier. Martin’s session gave me exactly what I was missing: clear frameworks instead of gut feeling. Highly recommended for any GTM Leader considering or starting with partnerships.”
Virtual · Small cohort · Live Q&A each session
Session 1 · ~1 hour
17:00 CEST · Online
Validate whether partnerships are the right strategic move — and whether the timing is right for your company. No commitment.
Session 2 · ~1.5 hours
17:00 CEST · Online
The CEG Framework in full. Build your partner hypothesis, validate your value proposition, and define your first roadmap.
More dates to be announced. Get notified when new sessions open.
Session 1 is complimentary and takes one hour. Validate whether partnerships are the right strategic move for your company — at the right time. You’ll know by the end.