Imagine this: You’ve integrated into a partner-led organization where growth happens seamlessly. Your salesforce is distributed through the partnership ecosystem across the globe. Your marketing team enlists your partners to build narratives that win. Your product team co-innovates with partners to delight the customer.

By involving your partners from day one, you create forward momentum and set the growth flywheel in motion.

Getting this flywheel spinning isn't easy. It takes forethought and commitment to embed your partner's fingerprints into every facet of your organization, including the most critical element: your product.

The problem most talented partnership leaders face is expanding the organization's view of partner-led growth. They are up against stale mindsets that if the product is great, partners will come, and the flywheel will take off. They tend to think that if they build the product they've been dreaming of, it's bound to get the flywheel in motion.

Wrong!

Building the flywheel doesn't start with your product - it starts with your partners.

By Gary Sabin.