In this episode of the Partnership Mastermind Podcast, Chris Lavoie sits down with Hami Nasari from Aircall and Russell Bradley-Cook from HubSpot to break down one of the strongest co-selling partnerships in SaaS.

Aircall and HubSpot have won Co-Sell Partner of the Year three years in a row, and this conversation gets into what actually makes a co-selling motion work beyond the usual “strategic alignment” talk.

Hami and Russell share the real operating system behind successful co-selling: product usage, sales alignment, partner trust, customer value, integration adoption, internal enablement, and the hard work required to turn a partner relationship into a repeatable GTM motion.

This is not a vague conversation about ecosystem theory. It is a practical breakdown of how two leading SaaS companies built a co-selling motion that drives real revenue, real product adoption, and real customer outcomes.

In this episode, we cover:

• What co-selling actually means in a modern SaaS partnership
• Why Aircall and HubSpot’s partnership has been so successful
• How Aircall became the most installed voice solution on HubSpot
• How HubSpot doubled Aircall installs from 7,000 to 14,000 in three years
• Why HubSpot contributes 15–25% of Aircall’s new business every quarter
• The difference between referrals and true co-selling
• Why platform reps need to actually need your product for co-selling to work
• Why most companies try to co-sell with too many partners
• How to know if your company is ready for a real co-sell motion
• Why integration usage matters more than marketplace installs
• How Gong call transcripts and partner mentions can become leading indicators
• Why partner managers cannot be the only bridge between two companies
• How sales, marketing, product, and leadership all need to participate
• Why trust is not a soft skill, but operating speed
• How AI, usage-based pricing, and outcome-based models may change the future of co-selling

This episode is especially useful for partner managers, alliance leaders, tech partnership teams, PartnerOps teams, SaaS GTM leaders, CROs, founders, and anyone trying to build a serious co-selling motion.

Guests

Hami Nasari, Aircall

Russell Bradley-Cook, HubSpot

Host

Chris Lavoie, Founder & CEO, Partnership Mastermind

Subscribe to the Partnership Mastermind Podcast for more tactical conversations on SaaS partnerships, co-selling, partner management, partner operations, ecosystem strategy, and modern go-to-market execution.

Most partnership teams do not fail because the strategy is wrong.

They fail because the operating system underneath the strategy is broken.

In this episode, Chris Lavoie sits down with Antonio Caridad, Senior Director of Partner Revenue Operations and Strategy at LogicMonitor, for a sharp, tactical conversation on what actually makes partner revenue scalable.

Antonio breaks down why partner ops is not “admin work.” It is the infrastructure that allows partner teams to prioritize the right partners, track the right data, build trust with Sales, improve attribution, and create a better partner experience.

The conversation gets into why bad data is more dangerous than no data, why “partners signed” is one of the worst vanity metrics in partnerships, and why loud, needy partners are often not your best partners.

They also unpack Antonio’s 4+1 Partner Ops framework: systems, programs, metrics, and enablement, all leading to partner experience.

Key topics covered:

• Why bad data leads to bad decisions

• Why “partners signed” is a vanity metric

• How to know when you need dedicated partner ops support

• Why internal alignment is the first domino

• Where attribution breaks down in partner programs

• How partner ops creates leverage across the revenue org

• Why partner experience drives customer experience

• How AI can help partnerships, if the data foundation is clean

• Why partner ops may become one of the most important roles in modern GTM

Core takeaway:

If partnerships want to be treated like a serious revenue function, they need to operate like one.

Not from six spreadsheets.

Not from vibes.

Not from “trust me, this partner is strategic.”

From clean data, clear systems, strong enablement, and a partner experience that actually supports revenue.

Guest: Antonio Caridad, Senior Director, Partner Revenue Operations and Strategy at LogicMonitor

Host: Chris Lavoie, Founder of Partnership Mastermind

Learn more about Partnership Mastermind:

https://www.partnershipmastermind.com/

Most companies treat partnerships like a shortcut to pipeline.

Jen Kalant breaks down why that approach fails — and what it actually takes to build a partner program that drives real revenue.

In this episode, Jen (President & Chief Partnerships Officer at Sanguine) shares a clear, operator-level view on how partnerships really work: starting with the customer lifecycle, choosing the right motion, and building the infrastructure required to scale.

If you’re trying to turn partnerships into a predictable growth engine, this episode will recalibrate how you think about the entire function.

• Partner strategy should start with the customer journey, not partner logos
• Most teams choose partners before choosing the right motion
• The fastest way to kill a program is chasing too many partners
• Partnerships need structure, sequencing, and clear expectations to scale
• You should operate partnerships like a roadmap, not a side project
• Real pipeline from partnerships takes time — and a deliberate build phase

• Jen’s path from Customer Success to building a partner program from scratch
• The biggest early mistake: misreading executive buy-in
• How to choose the right partnership motion for your business
• Why most partnerships never become a reliable pipeline source
• The role of enablement across different partner types
• How to manage and prioritize a portfolio of partners effectively
• Why Jen joined Sanguine and the rise of Partnerships-as-a-Service

Jen Kalant is the President & Chief Partnerships Officer at Sanguine Partnership Solutions.

She’s built and scaled partnership programs across SaaS companies including Reputation, Searchspring, and Clio, with a focus on turning partnerships into measurable revenue drivers.

She now leads Sanguine’s Partnerships-as-a-Service model, helping companies design and execute scalable partner programs from the ground up.

LinkedIn: https://www.linkedin.com/in/jenkalant/

Partnership Mastermind is a global community for SaaS partnership operators focused on building real pipeline, not just activity.

Follow the Partnership Mastermind Podcast for weekly conversations with top partnership leaders across SaaS.

In this episode of the Partnership Mastermind Podcast, Chris Lavoie sits down with Gabrielle Backman, Head of Partnerships at Teamtailor, for a sharp conversation on one of the most overlooked drivers of partnership success:

Partner selection.

Gabrielle makes the case that many partnership problems people try to solve downstream, like weak execution, low accountability, poor internal credibility, and unpredictable results, actually begin much earlier with the wrong partner choices.

They also get into what makes a great partner manager, why partnerships needs to stop communicating activity and start communicating impact, how to make the function more predictable, and why too many leaders still fall into a victim mindset instead of building a real business case internally.

This is a practical episode for anyone building, scaling, or leading a partnerships function inside a SaaS company.

What you’ll learn in this episode:

• Why partner selection shapes more than just pipeline
• How poor partner selection creates downstream execution problems
• Why great partner managers think more like leaders than account managers
• How to communicate impact internally instead of just reporting activity
• What it takes to make partnerships more predictable and defensible
• Why low-energy teams are harder to fix than broken partner motions
• How Gabrielle leads partner teams across global markets
• Why partnerships leaders need to stop playing the victim and start earning trust

About Gabrielle Backman:

Gabrielle Backman is the Head of Partnerships at Teamtailor. She has built and led global partnerships teams across markets, with a strong reputation for combining commercial rigor, accountability, and people leadership. Her approach is direct, metrics-minded, and grounded in building partnerships as a serious go-to-market function.

Listen and subscribe:

Search Partnership Mastermind on Spotify, Apple Podcasts, or YouTube for the full episode and future conversations with top operators in SaaS partnerships.

Most partner teams are busy.

Very few are actually driving pipeline.

In this episode, Chris Lavoie sits down with Christie Hickman (Head of Partnerships at ClearCompany) to break down what it actually takes to turn partner motions into revenue.

The core shift is simple but uncomfortable:

Stop treating enablement as the outcome.

Start treating it as the starting point.

Christie walks through the exact play her team uses, “Rep-Centric Opportunity Mapping,” where instead of hoping partners remember your pitch, you bring them real accounts, real context, and real ways to win.

The result is simple: more trust, more deal involvement, and more pipeline.

• Why most partner enablement doesn’t translate into pipeline
• The difference between activity and actual impact in partnerships
• How to build partnerships from existing revenue, not hypothetical ICP overlap
• What “Rep-Centric Opportunity Mapping” actually looks like in practice
• How to use tools like Crossbeam, 6sense, and CRM data to identify real opportunities
• Why fewer, deeper partnerships outperform broad ecosystems
• How top operators align directly to rep incentives and quota

• Partnerships don’t scale through content, they scale through shared pipeline
• More partners is often worse, not better
• If you’re not bringing value to specific reps, you’re replaceable
• The best partner leaders can clearly explain how their work creates revenue

00:00 – Intro

02:00 – What makes a bad partner fit

06:00 – Where to start when building a partner motion

10:00 – Activity vs. pipeline (and why it matters)

15:00 – The myth of enablement

22:00 – Rep-Centric Opportunity Mapping (deep dive)

30:00 – Building trust with partner reps

36:00 – Depth vs. breadth in partnerships

42:00 – Leadership, accountability, and team performance

50:00 – Hiring great partner managers

Christie Hickman leads partnerships at ClearCo and is known for building disciplined, revenue-driven partner programs.

Her approach focuses on:

• Aligning directly with partner reps
• Bringing real opportunities to the table
• Driving measurable pipeline and closed-won revenue

Follow Chris Lavoie for more insights on building high-performance partner motions, GTM strategy, and modern partnerships.

The #1 Metric That Actually Drives Partnerships

In this episode of the Partnership Mastermind Podcast, Chris Lavoie sits down with James Prince (Remote) to break down what actually separates partnerships that drive revenue from the ones that just look good in a deck.

James is a systems thinker who doesn’t buy into the usual partnership metrics.

Not logos.

Not TAM.

Not partner count.

His core idea:

The best predictor of partner success is “willingness to work.”

It sounds simple, but it changes everything.

Because when a partner is truly bought in, they don’t need to be pushed.

They pull you into opportunities, align their teams, and create real momentum.

Most partner programs miss this completely and end up bloated, slow, and ineffective.

This conversation is a reset on how to evaluate, prioritize, and actually build partnerships that drive revenue.

• Why “willingness to work” is the most overlooked partner metric

• How to spot high-potential partners early

• Why smaller, hungrier partners often outperform bigger ones

• The difference between push vs pull partnerships

• Why most partner programs are overbuilt and underperforming

• The biggest early mistake partner managers make

• Why you need to focus on revenue before strategy

• How to think about partnerships as a system, not a program

James Prince is a partnerships operator at Remote, focused on building embedded distribution partnerships and scalable partner systems.

He’s known for his systems thinking approach and for cutting through noise to what actually drives partnership success.

The Partnership Mastermind Podcast explores how the world’s best partnership leaders build, scale, and operationalize ecosystem growth.

Hosted by Chris Lavoie, each episode breaks down real tactics and frameworks from top operators across SaaS.

Why the Best Partner Leaders Think Like Capital Allocators

In this episode of the Partnership Mastermind Podcast, Chris Lavoie sits down with Christopher G. Smith, Head of Channel Partnerships at Gusto, to unpack how elite partnership leaders think about building profitable, scalable partner programs.

Chris brings a rare financial lens to partnerships. Instead of treating partners like relationships to manage, he argues that the best partner leaders act as capital allocators — deciding where to invest time, marketing resources, engineering support, and partner incentives to generate the highest return.

This conversation dives deep into how partnership teams can operate with the same financial rigor expected from sales and marketing teams.

If you’re building or scaling a partner program, this episode is packed with practical frameworks and sharp insights.

• Why partner leaders should think like capital allocators

• The role of CAC, LTV, and ROI in channel partnerships

• Why 200 partners can be worse than 20 strategic ones

• The “volume trap” many partner programs fall into

• What partner activation actually means

• How to build a defensible Ideal Partner Profile (IPP)

• How partnerships earn trust with sales teams

• Why understanding the customer journey is the key to partner strategy

Christopher G. Smith is the Head of Channel Partnerships at Gusto, where he leads efforts to turn channel partnerships into a predictable growth engine.

He has built and scaled partnership programs across multiple SaaS companies and is known for bringing financial discipline and strategic rigor to ecosystem development.

Connect with Chris Smith:

https://www.linkedin.com/in/christophergsmith/

The Partnership Mastermind Podcast explores how the world’s best partnership leaders build, scale, and operationalize ecosystem growth.

Hosted by Chris Lavoie, founder of Partnership Mastermind, the show features top operators sharing real-world tactics and frameworks for building high-performing partnership programs.

If you’re new to partnerships — or you’re a partnerships leader hiring / ramping first-time partner pros — this episode is a practical blueprint.

Chris Lavoie sits down with Amanda Nielsen, creator of Pivot to Partnerships, a 4-week cohort designed to help strong GTM operators (AEs, CSMs, BDRs, marketers) transition into partnerships the right way — without guessing, and without needing the title first.

You’ll walk away with clearer language for what partnerships actually is, how to evaluate roles, and how to build the skills that make you (or your new hire) effective fast.

In this episode we cover:

1. What partnerships really is (and why “relationship-building” is an incomplete definition)
2. The best GTM backgrounds for partnerships (and how to translate your experience)
3. How to spot real partnerships roles vs “fake partnerships” job descriptions
4. Hiring + onboarding first-time partner pros: what to look for and how to set them up to win
5. Personal brand / LinkedIn as career leverage (without being cringe)
6. The buzzwords to kill (yes… “synergy”)

Chapters

1. 00:00 — Intro + why this episode matters
2. 06:32 — Personal brand + why it’s leverage
3. 07:41 — Buzzwords to delete (“synergy,” etc.)
4. 29:10 — Reading job listings + spotting what’s real

Links

1. Amanda Nielsen: https://www.linkedin.com/in/verydemanda/
2. Pivot to Partnerships (course/cohort): https://courses.partnershipmastermind.com/instructor/amanda-nielsen