You have built a successful direct sales engine. Now, you want to scale internationally through partners.
The transition from direct sales to an indirect channel is a big jump. Many B2B software founders apply what worked in their direct sales strategy to partners, and too often abandon partnering frustrated.
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Why So Many Companies Struggle with Global Partnering
Over the past 18 years driving Tenego Partnering, I have worked with leaders trying to make this exact jump.
Time and again, I see companies fall into the same traps. They attempt to copy Microsoft’s partner program tiers or hire a single “superhero” Head of Partnerships to handle strategy, recruitment, and management all at once.
These assumptions are learning opportunities, and the traps are avoidable, enabling tech and SaaS business leaders to better find their success through partners.
From Deep-Tech Founder to Partnering Expert
Early in my career, as a deep-tech founder, I came to terms with selling as helping people, and finding the people who needed my specific type of help.
I often joke that I am bad at sales because my primary interest is simply helping people.
Why I Wrote The Traps Killing Your Partnering Success for Global Sales
I wrote my new book, The Traps Killing Your Partnering Success for Global Sales, to capture the hard lessons and reality checks that can be sometimes challenging sharing with clients daily.
My goal is to help you see these traps early, to progress successfully, and prevent them from derailing your partnering plans.
Who This Book Is For
This book is written specifically for:
- Business leaders
- Startup founders
- Growing technology companies
- B2B software companies
- SaaS founders
- Partnership leaders
It is a reality check for B2B software and SaaS leaders.
The book highlights specific frameworks, including:
- Partner Proposition
- Partner Fit
- Partner Enablement
Be ready to be challenged with the many assumptions you didn’t recognise, while guiding you on the positive path.
Official Launch – August 2026
The book officially launches soon, in August 2026.
With exclusive launch day bonuses, I invite you to join the book waitlist and be among the first to receive the book on launch day.
Join the Exclusive Waitlist
The exclusive waitlist is now open.
Click here to join the waitlist for The Traps book launch.
Frequently Asked Questions
When will the book launch?
The book is officially launching in August 2026.
Who should read this book?
The book is designed for business leaders, startup founders, and B2B software & SaaS companies looking to scale through channel partners.
What will I learn?
You’ll discover the common traps companies face when building partner ecosystems, along with practical frameworks such as Partner Proposition, Partner Fit, and Partner Enablement.
Is there a waitlist?
Yes. You can join the exclusive waitlist to receive launch-day bonuses and early access to the book.
Conclusion
Scaling internationally through partners is one of the biggest transitions a growing technology company can make. Understanding the common traps before they become costly mistakes can make all the difference.
