Why Partnerships Matter More Than Ever
In today’s SaaS landscape, growth is not just about what your team can close. It is about the ecosystem you build around your product. As AI transforms outreach and competition intensifies, partnerships offer something algorithms cannot replicate: trust, shared value, and in-person connection.
However, building a high-performing partner program is not as simple as hiring a partner manager and hoping for referrals. According to Andreas Sjölund, CRO at Ingrid, it is a strategic muscle – one that, when developed correctly, can power revenue, retention, and expansion.
At SaaSiest 2025, Andreas took the stage with the energy of a former pro hockey player (which he is), the storytelling skills of a seasoned founder (which he also is), and a clear message: “Teamwork makes the dream work, but only when you do it right.”
Here is what he has learned from scaling partner programs at Ingrid, co-founding Quinyx, and investing in 12 SaaS companies.
From the Ice to Ingrid: Why You Should Listen to Andreas
Andreas has built and scaled companies across the Nordics, the UK, and the US. He co-founded Quinyx and helped it expand into 11 countries before joining Ingrid as CRO, where partnerships are now the number one pipeline source.
He has been on both sides of the deal table: as a revenue leader and as an investor. He has seen the mistakes, the misalignments, and the missed opportunities. He has learned what separates a chaotic channel from a high-performance partner engine.
The Core Framework: From Scattered Partners to Strategic Ecosystems
Andreas offered a blueprint to level up your partner program. It starts with this truth:
“Just like you need an ICP, you need an IPP. Your Ideal Partner Profile.”
Here is how he breaks it down:
1. Connect Your Partnership Strategy to Company Strategy
Many programs fail because they are built in isolation. Andreas admitted that early in his journey, he signed every partner who showed interest – without aligning them to company goals.
Instead, build backwards:
- Start with your company vision.
- Align your corporate strategy.
- Then define a partnership strategy that directly supports those goals.
- Only then build your partner program (tiers, enablement, metrics).
At Ingrid, partnerships support faster sales cycles, higher win rates, expanded reach, and customer retention.
2. Define Your IPP (Ideal Partner Profile)
Andreas warns against spreading your efforts too thin. Your team and your partners will both be frustrated if expectations and fit are off. Use these filters:
- Do they serve your same ICP?
- Can you co-sell or co-market effectively?
- Do they already have a partner team or manager?
- Is there a natural product or geographic complement?
Focus on fewer, better partnerships.
3. Think Beyond Pipeline: What Is in It for Them?
Channel success hinges on reciprocity. As Andreas put it:
“Do what Ryan Gosling would do, ask, ‘What’s in it for them?’”
Beyond revenue, consider what partners gain:
- Faster market access.
- Co-brand credibility.
- Joint events and content.
- Product enhancement.
- Regional expansion.
- Dedicated enablement.
If you are only asking what they can do for you, do not be surprised when they disappear.
Real-World Tactics: What Worked at Ingrid
Andreas shared three tactics that helped Ingrid transform partnerships from nice-to-have to pipeline-driving:
✅ Build a Partner Dream Team
Start small, but go deep. Ingrid hired their first dedicated partner manager, Hannah Morell, who worked cross-functionally with product, sales, and marketing.
They have since expanded into key markets (UK, Netherlands) and ensured partnerships had executive support. The result? In the past 90 days, partner referrals became the number one pipeline source.
“It is not about headcount. It is about alignment and belief across the company.”
✅ Level Up with Partner Marketing Events
From New York basketball games to live podcasts and roundtables, Andreas emphasised the power of shared experiences.
Ingrid’s partner marketing events deliver:
- 54 percent win rate.
- 2x average deal size.
Partners bring customers, customers become advocates, and everyone leaves more connected.
✅ Use Merch to Build a Tribe
Yes, really. Inspired by New Black’s “Nerd” fashion line (exclusive to partners), Ingrid launched their own ice-cream-themed rugby shirts.
“People want to feel part of a tribe. Great swag makes people proud to wear your brand and stay close to it.”
If You Get It Right
- You create a multiplier effect: your partners sell for you, vouch for you, and expand with you.
- You reduce CAC, increase LTV, and unlock non-linear growth.
- You build a moat that AI cannot replicate: relationships.
“The best SaaS companies do not just have a partner strategy. They build their entire go-to-market around ecosystem thinking.”
Andreas challenges every leader to take one idea back to their CEO and pitch it. Whether it is defining your IPP, hosting your first partner roundtable, or just investing in better swag—get started.
As he says: “Teamwork makes the dream work. Be a little crazy, build like Rocky and Apollo, and you might just win.”
Watch Andreas’ full session from SaaSiest 2025 here
