B2B revenue is already partner-driven

But most companies are still leaving millions on the table.

We shape partner ecosystems.

At Knack, we help you turn your ecosystem into a growth engine—from co-sell strategy to marketplace performance—with clarity, coordination, and speed.

Having generated $537M+ in partner-influenced pipeline and counting, we don’t just understand the space—we help shape it.

Three isolated hands holding gears over orange circle

The partner marketing reality check

B2B partner ecosystems hold massive revenue potential—but most programs fall short.

A person in a black jacket and glasses riding a bicycle on a city street, with buildings and pedestrians in the background.

Partner programs
that generate
activity, not
revenue

A tall glass of orange juice with ice cubes and a slice of orange on the rim, placed on a white surface.

Co-sell motions
that stall
without proper
orchestration

Food tray with rice, vegetables, and some pieces of chicken

Marketplace
listings that
collect dust instead
of driving deals

A black and white cat lying on a gray couch with a red blanket nearby.

MDF budgets
spent on
tactics, not
strategy

Despite 60% of B2B revenue expected to come through partners by 2026, many companies still lack the structure, tools, and strategy to turn partner activity into real growth. Without operationalizing their ecosystem, they’re leaving pipeline—and competitive advantage—on the table.

Partner ecosystem fluency. Deep understanding of hyperscaler programs and partner motions ensures faster alignment and execution.

Revenue-led approach. Every campaign and co-sell play is tied to pipeline impact—not just activity.

Precision GTM orchestration. We bring structure and urgency to partner activation with tailored planning and account prioritization.

Channel intelligence. Advanced attribution and AI-driven targeting help focus efforts where they’ll deliver the greatest return.

WHAT MAKES US DIFFERENT

Smarter partner marketing that drives revenue

The Knack system

Our step-by-step partner ecosystem operationalization approach

 
Step 1 strategic foundation with clipboard icon

STRATEGIC FOUNDATION

  • Joint value prop development

  • Account mapping & co-sell planning

  • Revenue attribution modeling

Step 2 marketplace & channel optimization with laptop and email icon

MARKETPLACE &
CHANNEL OPTIMIZATION

  • Listing optimization for conversion

  • Multi-channel campaign integration

  • Partner-driven pipeline acceleration

Step 3 co-sell orchestration with arrows pointing opposite directions

CO-SELL ORCHESTRATION

  • Seller enablement at scale

  • Technology-powered account targeting

  • Precision GTM activation

Step 4 performance attribution with flag next to upward trending chart

PERFORMANCE & ATTRIBUTION

  • AI-enhanced optimization

  • Full-funnel revenue tracking

  • Incentive budget optimization

Complete partner ecosystem services

  • Define shared goals and build alignment through strategic account planning, JVP development, and co-sell readiness frameworks.

  • Launch high-impact multi-partner campaigns and ABM programs that generate leads and accelerate revenue from shared accounts.

  • Activate sellers with account mapping, battlecards, and GTM plays powered by tools like PartnerTap.

  • Improve discoverability and conversions with listing optimization, SEO, and proven marketplace strategies.

  • Maximize MDF and co-op funds with ROI-focused planning and performance tracking to maximize growth.

  • Measure partner marketing impact with multi-touch attribution, revenue tracking, and clear ROI insights powered by your tech stack and ours.

Partner marketing results that matter

  • Person holding a smartphone displaying an advertisement for previewing AI data breakthrough, with a keyboard and mouse on the desk illustrating a co-marketing and co-sell B2B partner marketing campaign successfully executed by Knack Collective.

    Activating co-sell at every funnel stage

    See how we scaled co-sell across Microsoft’s ecosystem—driving 245+ MQLs per campaign without adding headcount.

    learn more →
  • A woman with glasses works on video editing at two computer monitors, with colorful editing software displayed, illustrating the story of a B2B marketing campaign successfully run by Knack Collective using ABM marketing strategies.

    Driving high-value demand with a precision ABM strategy

    Discover how a targeted ABM playbook delivered 1,500+ leads and 63 early-stage opportunities for Databricks.

    learn more →
  • A photo of a laptop with a landing page and form on the screen that is a visual representation of a successful B2B marketing campaign run by Knack Collective.

    Building a repeatable, ROI-driven partner demand engine

    Learn how we built Microsoft’s first scalable co-marketing engine—driving 150K+ leads and 31x ROI.

    learn more →