Service · Partner & alliance programmes
Partner programmes that produce pipeline.
AXQ designs the partner programme, recruits the partners and runs the co-sell motion for technology companies, including US firms scaling into Europe. Programmes that produce pipeline, not just signed agreements.
Why programmes stall
It is usually an ownership problem.
Most partner programmes get announced and then stall, because nobody owns them day to day. The work sits with a founder or a sales leader who is already carrying a number, and partner work loses to pipeline every single week. It should: a partner conversation this week produces revenue in two or three quarters, a pipeline conversation produces revenue this quarter.
After a few months of entirely rational choices, recruitment has stopped and nobody decided to stop it. That is not a strategy problem. It is an ownership problem, and the two have completely different fixes.
What we do
Six parts of a programme that works.
European market entry
For US companies with Europe ahead of them and nobody there yet. UK first, DACH and France direct, Iberia and Italy through partners rather than headcount.
Programme design
Tiering, margin, deal registration and rules a partner can act on without a phone call, starting with which partner type you build first.
Partner recruitment
Outreach, qualification, the commercial conversation and signature. The unglamorous part that decides whether a programme exists.
Enablement
Eight partners you can genuinely support will out-produce forty you cannot. Enabled means they can sell without us in the room.
Co-sell and account mapping
Rules of engagement and named account overlap between your sellers and theirs. The highest-yield fix in most programmes.
Attribution and forecasting
Whether the channel is real or decorative, and the leading indicators that show it two quarters before revenue does.
Track record
Five years running EMEA partner GTM.
Five years at TD SYNNEX as key account lead for AWS, Cisco, Google, Microsoft and Nvidia, running EMEA partner go-to-market across UKI, DACH, France and Southern Europe. The work was the same shape every time: identify the partners worth having, build and run the outreach that recruited them, and manage enablement back through to the vendor.
Before that, the go-to-market team built at IQBlade, through to its acquisition by Tech Data.
Full experience →Forty-five minutes on your partner programme.
Your architecture, incentives and co-sell motion, reviewed by someone who has built and run international programmes. No sales pitch, just a second opinion.