Partnership Marriage Counseling: Alex Glenn on Partner-Led Growth
w/ Alex Glenn
Hosted by Peter Wheeler · 54 min
Show Notes
Alex Glenn, founder of PartnerHub and Partner Programs Incorporated, has built two communities and a podcast — Make Them Famous — entirely around the thesis that partnerships are the most underutilized GTM lever in B2B. His 7,000-member Slack community spans agencies and martech and sales tech operators, all learning how to build and manage partnerships in the modern era. Alex makes the case that partner-led growth isn't a trend — it's a structural shift in how B2B revenue gets made.
Key Takeaways
Partner-led growth is a structural GTM shift, not a supplemental channel
The best partnerships are built before either party needs something from the other
Make Them Famous model: feature your partners publicly, and they sell for you privately
Ecosystem selling requires a community layer — relationships, not just contracts
Agency and tech company partnerships fail most often on attribution and communication, not strategy
The Slap Summary
- ✓Partner-led growth is a structural GTM shift, not a supplemental channel
- ✓The best partnerships are built before either party needs something from the other
- ✓Make Them Famous model: feature your partners publicly, and they sell for you privately
Guest
Alex Glenn · PartnerHub / Partner Programs Inc.
Alex Glenn is the founder of PartnerHub and Partner Programs Incorporated, operating two communities — the Agency Partner Collective and the Partner Programs Collective — with a combined Slack community of 7,000 members. He is the host of the Make Them Famous podcast and a leading voice on partner-led growth and ecosystem selling in B2B martech and sales tech.