"If it's not producing pipeline, it's not a partnership. It's a coffee club." - Pierce Brehm Pierce is the Founder and CEO of Holland Lane Global Advisers. And if you've ever announced a new logo, signed an agreement, done a webinar, and wondered why none of it turned into revenue, this ones for you. Most companies know partnerships should be part of their growth strategy and the data backs it up. Deals close 53% more often when a partner is involved and close 46% faster. A recommendation from a trusted source is up to 50 times more likely to result in a purchase than a cold outreach. So why do so many partnerships go nowhere? Pierce has a simple answer, there is no ideal partner profile, no activation plan, no shared revenue target, and no measurement. Companies are treating partnerships like a branding exercise instead of a revenue channel. Pierce's framework starts at the foundation: define your ideal partner profile. Who's selling to the same types of companies, the same personas, the same industries? Who compliments you without competing? Get that right first. Everything else builds from it. Then comes consistency. Not a logo swap and a LinkedIn post. Consistent communication, proactive introductions, and a clear way to track what's actually converting. When you get it right, partnerships stop feeling slow and unpredictable. They become one of the most efficient growth channels in B2B. The companies winning right now aren't making more noise. They're building stronger relationships, on purpose, with a plan.