Partnerships and co-selling for startups under 20 people
How under-20-person startups get partnerships and co-selling live without hiring — the specific version of the playbook designed for constraint.
The under-20-person version of partnerships and co-selling is not a diluted enterprise playbook. It is using another company's distribution to reach buyers you cannot cost-effectively reach yourself with different constraints: no headcount, no politics, and no time to be wrong for long.
Own it personally as a founder or lean-in operator for the first quarter. Hiring a specialist too early replaces context with process.
Pick one channel, one trigger, one message. Two of anything at this stage is too many and none of them will work.
Instrument sourced and influenced pipeline from partners in a spreadsheet if you have to. Legibility beats sophistication under 20 people.
The startup-specific trap is signing MOUs no one operationalises, usually because a well-meaning advisor points at what worked at their $50m company. Ignore.
Budget rules: whatever you spend on tools, spend the same on the person operating them. Under-tooling is fine; under-humaning is not.
A working partnerships and co-selling function at 15 people is a genuine moat — most competitors of that size do not have one, and the discipline carries forward as the company grows.
Frequently asked questions
Partnerships — answered
- Can a five-person team run partnerships and co-selling?
- Yes, if the founder owns it. The lower headcount, the more concentrated the ownership.
- What is the smallest useful partnerships and co-selling setup?
- One channel, one trigger, one message, and a spreadsheet tracking sourced and influenced pipeline from partners.
- Should we hire a specialist for partnerships and co-selling?
- Not in the first quarter. Own it personally until the model is proven.
- What common advice should startups ignore?
- Anything derived from a company more than 10x larger. Constraints differ.
Growth Broker editorial
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