I had the pleasure of hosting Alex Shyshko, Head of Revenue and Partnerships at Outbound Funnel, on an episode of B2B Business Class for an insightful discussion about strategic partnerships.
With years of experience in partnerships and B2B sales, Alex shared actionable insights into building effective partner ecosystems, why they’re crucial in today’s market, and how to identify the right partnerships for long-term success.
Understanding the Role of Strategic Partnerships
When asked to define partner ecosystems, Alex emphasized the significant evolution of strategic partnerships in the digital age.
“If you think back to the telecom days, partnerships were extensions of your sales team,” he explained. “Today, a strategic partnership is a co-selling and co-marketing alliance… and the custom benefits.”
Alex’s firm belief is that modern partnerships are about delivering value through collaboration.
He shared an example of how Outbound Funnel partners with top technology firms like Outreach and Gong to help their clients unlock the full potential of their tools.
“ The reason why we jam so well together is because when we work with their customers or their customers work with us, they're getting quicker time to value on what they bought,” Alex said. “They are making the most of the product.”
Why Partner Ecosystems Matter in Modern B2B
Alex pointed out that, in the new Age of AI, customers are more informed and discerning than ever before.
“By the time [customers] talk to you, they’re already 85% of the way through their decision-making process,” Alex noted. “ They actually may know even more about you and your competitors than you think.”
That’s why partner ecosystems play a pivotal role — they build trust and credibility through aligned offerings and shared expertise.
Alex also highlighted the growing complexity of B2B sales environments. “There are more decision-makers, so it’s a tougher environment to sell in. But when you do so together, you just have more chances,” he stated.
Starting and Scaling Your Partner Ecosystem
For businesses looking to build their own ecosystems, Alex’s advice is clear — start small.
“Talk to your salespeople, your customer success people, your executives, and your internal teams,” he suggested. “Ask, ‘Who else do our customers go to for the solutions we provide?’”
By identifying commonalities, you can zero in on potential partners who align with your goals and customer needs.
Alex also stressed the importance of discerning which partnerships to pursue.
“Not every partnership should exist,” he said. “Identify if you should partner with other companies first.”
To illustrate this point, Alex shared a memorable analogy. “If you’re building an ecosystem with frogs, don’t put crocodiles next to them if they’re not part of the theme.”
This underscores the need for strategic decisions in creating partnerships that complement your offerings rather than compete with or destabilize them.
The Future of Ecosystem-Driven Growth
Alex believes that the future of successful B2B companies lies in their ability to integrate products and services into cohesive ecosystems.
“ I think the new wave of rocket ships or new companies that are going to be successful are the ones that are able to really put together a product that allows a joint offering to the customer.”
If there’s one thing to take away from this conversation, it’s that building a partner ecosystem is not a one-time “set it and forget it” effort.
“ As soon as a partnership starts and you commit to something, it just continues going. You have to maintain it, and you have to grow it.” Alex emphasized.
For more insights from Alex Shyshko, you can listen to this episode of B2B Business Class on Spotify, Apple, or wherever you get your favorite podcasts.
Comments