Partnership Growth

For FMCG brands, shelf space is the battleground. And winning it comes down to one thing: trust. Retailers don’t just want more products. They want partners who help grow the category, not just their own brand. The good news? Smaller and challenger brands can earn that trust, even against the biggest competitors. Here are 5 practical steps to start earning retailer trust and winning at the shelf: 🍏 Know Your Shopper Better Than Anyone Retailers want suppliers who can answer: Who’s buying, why, and how often? Use loyalty data, shopper panels, or in-store observations to uncover real insights. Turn these into actionable recommendations – like filling a family meal gap or boosting impulse purchases. Specific, evidence-based insights build confidence. 📈 Show How You’ll Grow The Category It’s not just about your sales. Show how your brand drives incremental growth: attracting new shoppers, increasing basket size, or boosting repeat purchases. Back it with proof – case studies, trials, or comparable market data. Retailers want partners who expand the pie, not just take share. 🤝 Make It Easy To Do Business With You Reliability is table stakes. Flawless logistics, accurate forecasting, and clear communication matter. Add marketing support, promo plans, and shared KPIs. Think of yourself as an extension of their team – the smoother the process, the more they trust you with premium shelf space. 🚀 Bring Meaningful Innovation Innovation isn’t flashy packaging or token launches. Solve real shopper problems and refresh the category: health-conscious options, convenient meal solutions, eco-friendly packaging. When your NPD makes shopping easier or more enjoyable, retailers see real value beyond novelty. 💡 Play The Long Game Consistency builds trust. Deliver quality, insight, and support year after year. Focus on long-term partnerships, not short-term wins. Think regular business reviews, joint marketing, and measured promotions that grow both your brand and the category sustainably. The brands that win retailer trust aren’t the loudest or cheapest. They make the buyer’s job easier, help categories grow, and show up reliably every single time. 👉 Ask yourself: Is your brand truly adding value to your retailer’s category… or just taking up space? 📩 DM me to discuss how you can win at the shelf 🔁 Share if you believe trust is the ultimate currency with retailers. 👥 Tag a brand you think does this well. #FMCG #RetailerTrust #BrandStrategy #ShelfSpace #Innovation #AustralianRetail #CategoryGrowth #MarketingLeadership

Another chink in the armor of the previously unassailable petrodollar. It's not just Saudi Arabia, Russia and China which are shifting toward regional currencies and away from the dollar for trading oil. Many people keep insisting that these shifts are small and insignificant, and that the dollar is still the "safest" international currency. But at what point do these shifts away from the dollar become so significant that they can no longer be ignored? ●》The current U.S. administration's war against domestic U.S. oil and gas combined with excessive abuse of economic sanctions (weaponized dollar) against certain oil producing nations is setting the stage for both an international oil price shock and also an increasing international (BRICS+) backlash against the petrodollar. ======================= "The global financial landscape is witnessing a seismic shift as the United Arab Emirates (UAE) boldly moves away from the US dollar in its oil trade dealings. This strategic pivot aligns with the broader ambitions of the BRICS economic alliance, of which the UAE is a recent addition. The changeover, involving the transition to local currencies for oil transactions, marks a significant departure from the long-established dollar dominance in the global oil market. The BRICS bloc, comprising Brazil, Russia, India, China, and South Africa, recently expanded its membership to include the UAE, along with Saudi Arabia, Egypt, Ethiopia, Iran, and Argentina. This expansion signifies a growing inclination towards de-dollarization among these nations, a move that challenges the traditional hegemony of the US dollar in international trade. The UAE’s decision to prioritize local currency over the US dollar in new oil deals is a clear reflection of this sentiment. This move isn’t just a mere policy shift; it’s a strategic maneuver in the complex chess game of global economics. By aligning with the BRICS nations, the UAE is not only diversifying its economic partnerships but also reinforcing its position as a global oil powerhouse. ... The move by the UAE to embrace local currencies in oil trades is not an isolated event. It’s part of a larger narrative where nations are increasingly questioning the status quo and exploring alternatives that better serve their economic interests. This trend towards de-dollarization, particularly in crucial sectors like oil, could herald a new chapter in global economics, one where diversity in currency use in trade becomes the norm rather than the exception. ..." https://lnkd.in/gQCTCzhV

What if your biggest competitive advantage is hiding in plain sight in your competitors' customer complaints? While most B2B executives chase the latest growth tactics, strategic leaders are systematically mining competitor trust gaps to win enterprise deals. In today's procurement environment, trust isn't just a vendor evaluation criterion—it's become the decisive factor in contract decisions worth millions. The reality of enterprise buying is stark: procurement teams have stopped believing vendor promises. They demand transparency in pricing models, proof of service delivery capabilities, and verification of product claims. Most vendors fake this transparency with polished sales decks and case study theater. The winners convert their competitors' credibility deficits into contract wins. Here's how B2B growth leaders are operationalizing trust to capture enterprise market share: Audit Competitor Credibility Gaps. Deploy systematic analysis of competitor RFP losses, customer churn patterns, and service delivery failures. Every trust breakdown in their client base represents a qualified prospect for your pipeline. Engineer transparency into your sales process. Move beyond vendor presentations. Provide independent verification of ROI claims. Offer transparent pricing with no hidden implementation costs. Make radical honesty your competitive differentiation in the procurement process. Align revenue operations around building trust. Tie sales comp, customer success KPIs, and product delivery SLAs directly to trust-building behaviors. When trust becomes measurable in your CRM and tied to quota attainment, it becomes operationalized. Build enterprise trust intelligence. Create account-level dashboards tracking trust indicators across your target prospect base. Monitor competitor service failures, contract disputes, and client satisfaction scores to time your outreach perfectly. The enterprise opportunity is massive: procurement teams are actively seeking vendors they can trust with mission-critical initiatives. While competitors struggle with credibility issues, you capture their displaced enterprise accounts. Ready to transform competitor weaknesses into enterprise wins? Start with a systematic audit of trust vulnerabilities among your top 50 target accounts. The pipeline impact could be transformational. Read more: https://lnkd.in/eRV9sWAK __________ For more on growth and building trust, check out my previous posts. Join me on my journey, and let's build a more trustworthy world together. Christine Alemany #Fintech #Strategy #Growth

Trust isn't complicated. But most people get it wrong. Let me explain. I analyzed 500+ sales conversations and found something shocking: The highest-performing reps weren't using fancy trust-building techniques. They were using these 3 simple triggers that nobody talks about: 1. Real-time validation 🚫 Not customer logos 🚫 Not case studies 🚫 Not testimonials But showing prospects LIVE: → Who's viewing their content right now → Questions others are asking → Active engagement metrics Result? 73% higher meeting show rates. 2. Reverse referrals Instead of asking for referrals, document exactly: → How others found you → Their specific journey → Their exact results I tested this with 50 prospects: ✅ 41% response rate ✅ 28% meeting rate ✅ 19% close rate 3. Ambient reassurance Small, consistent actions that build trust: → Weekly performance updates → Public progress tracking → Regular capability proof My team's results: ✅ Trust scores up 47% ✅ Sales cycle shortened by 31% ✅ Close rates increased 22% Here's what nobody tells you: Trust isn't built through big gestures. It's built through small, consistent actions that prove you're reliable. I implemented these triggers last quarter: → Pipeline increased 52% → Close rate jumped 31% → Average deal size up 27% I’ve broken down this full framework above so you can study it, save it, and start applying it immediately. Remember: While others focus on complex trust-building strategies, these simple triggers consistently outperform. Ready to transform your trust-building approach? Let's connect. #SalesStrategy #TrustBuilding #B2BSales #GrowthHacking #RevenueLeadership

When corporate–startup partnerships fail, it’s rarely because the tech/product/strategy didn’t work. It’s because the trust didn’t. So, how can corporates and startups build trust so the value goes beyond capital? This was one of the key questions we discussed at the NeXTT Awards panel recently. If you want partnerships to deliver value beyond capital, the foundation has to be built before the deal on shared intent, aligned ways of working, and human connection. I’ve seen the most successful collaborations follow a simple rhythm: Build trust before the deal - be transparent about why you’re partnering, not just what you’ll get. Design for mutual wins - share KPIs, not just invoices. Reduce operational friction - fast-track decisions and simplify processes. Keep relationships human - senior sponsors and everyday champions matter more than quarterly reviews. Invest in the ecosystem together - co-create, share knowledge, and celebrate wins publicly. Because trust isn’t built in contracts. It’s built in conversations, in small acts of reliability, and in the sense that both sides are equally invested in the success of the other. When both sides feel heard, supported, and respected, that’s when value truly goes beyond capital. #Startups #CorporateInnovation #Trust #Leadership #Collaboration #BeyondCapital

The Partnership Death Cycle is what every company should avoid Too many partnerships fail—not because the strategy was flawed—but due to unrealistic expectations from the outset. Here’s how the death cycle unfolds: 1. Unrealistic expectations are set Leadership expects partnerships to deliver immediate results—often demanding ROI in the same timeframe as direct sales. 2. Resources are cut or never fully committed When quick wins don't materialize, the company pulls back on crucial support like dedicated teams, integration resources, or marketing enablement. 3. Partnerships struggle in a compressed timeframe Without sufficient support, partnerships can’t drive the results expected, leading to more pressure and less time to succeed. 4. Blame is placed on the partnership, not the process Ultimately, the partnership is seen as a failure—when in reality, it was never given the right environment to thrive. Here’s how to break the cycle before it starts: 1. Set realistic expectations early Partnerships are long-term investments. Make sure your CEO, board, and cross-functional leaders understand that the ROI from partnerships doesn’t follow a typical sales cycle. Expect a 12-18 month runway to see real, measurable results. 2. Allocate proper resources from day one Partnerships need more than just a team lead—they require full commitment across the organization. This includes dedicated integration support, a trained sales team, and marketing resources to co-create demand. 3. Measure the right KPIs Instead of only tracking short-term revenue, focus on KPIs that reflect the true health of a partnership: joint pipeline creation, partner enablement progress, and the completion of key integrations. These are the milestones that drive long-term value. 4. Understand that partnerships need time to grow Partnerships need time to build trust, integrate offerings, and develop shared go-to-market strategies. It’s not about instant returns—it's about sustained, compounding growth. Break the cycle by committing upfront, supporting your partnerships with the right resources, and playing the long game. That’s how successful ecosystems are built.

After securing partnerships with over 90 companies and building a portfolio of over $4 billion worth of investment deals in my career, I’ve learned that strategic partnerships are not just beneficial—they’re pivotal.    Here are three secrets to forging million-dollar partnerships that can help you achieve a similar feat:    1. Understand Your Unique Value Proposition: Before approaching potential partners, it's crucial to have a clear understanding of what unique value your business brings to the table. This will help you articulate why a partnership with you is beneficial, making it easier to attract high-value partners.    2.Align Goals and Values: Successful partnerships are built on shared goals and values. Ensure that your potential partner’s vision aligns with yours. This alignment fosters trust and collaboration, leading to long-term success.    3. Leverage Mutual Strengths: The best partnerships are those where both parties bring complementary strengths to the table. Identify areas where your partner excels and see how these can augment your business capabilities.    Partnerships have been the cornerstone of my growth strategy, helping me unlock new markets and drive significant growth.    Don't wait until you feel 'ready'—start building those relationships now.    #BusinessStrategy #Partnerships #Growth #BrandBuilding #ThePathRedefined

Avoiding tough conversations isn’t avoiding conflict. It’s avoiding growth. I’ve seen the same pattern worldwide. Smart, experienced professionals stall. Not because they lack skill. But because they hope silence will save them. 𝗕𝘂𝘁 𝘀𝗶𝗹𝗲𝗻𝗰𝗲 𝗶𝘀𝗻’𝘁 𝘀𝗮𝗳𝗲𝘁𝘆. Unspoken conflict grows. Trust drains away. Deals slow down or fall apart. If we don’t address discomfort, it finds us later. Bigger, louder, harder to fix. Negotiations have better outcomes when: → We ask the hard questions, even when it feels risky. → We name the tension in the room. → We don’t wait for things to blow up, we lean in early. 𝗚𝗿𝗼𝘄𝘁𝗵 𝗳𝗼𝗹𝗹𝗼𝘄𝘀 𝗰𝗮𝗻𝗱𝗼𝗿. 𝗧𝗿𝘂𝘀𝘁 𝗳𝗼𝗹𝗹𝗼𝘄𝘀 𝗰𝗼𝘂𝗿𝗮𝗴𝗲. When we speak up, we unlock new solutions. We build stronger partnerships. We show people they can count on us when it matters. I’ve watched teams transform when one person says: “𝙇𝙚𝙩’𝙨 𝙩𝙖𝙡𝙠 𝙖𝙗𝙤𝙪𝙩 𝙩𝙝𝙚 𝙧𝙚𝙖𝙡 𝙞𝙨𝙨𝙪𝙚.” That voice reshapes the room. We grow when we face the hard stuff. Not when we stay comfortable. If you want to move forward, pick one conversation you’ve been avoiding. One question. One truth. One step toward candor. 𝗧𝗵𝗮𝘁’𝘀 𝘄𝗵𝗲𝗿𝗲 𝗴𝗿𝗼𝘄𝘁𝗵 𝗯𝗲𝗴𝗶𝗻𝘀.

Your partners aren’t driving revenue because they don’t know how. It’s not a motivation problem. It’s an enablement problem. Most partner programs skip the hard part: teaching partners how to sell effectively. The assumption is that once the agreement is signed, partners will know what to do. But they are not inside your business. They don’t know your positioning. They don’t know the sales motion. They don’t know how to communicate your value to the customer. And without that, they are not going to prioritise you. At Hockey Stick Advisory, we work with companies to build structured partner enablement programs that remove the guesswork and equip partners to perform from day one. That includes: Training and certification to embed product knowledge Sales playbooks that clearly articulate value and positioning Performance tracking to measure what is working and what is not The outcome? ✅ More revenue per partner ✅ Stronger engagement and retention ✅ A repeatable system for partner success If you want partners to move the needle, give them a clear path to follow. Partnerships do not scale on goodwill. They scale on enablement. How are you enabling your partners to sell you?

A breakdown in trust, not numbers, is the No:1 reason deals fall apart. In private equity we obsess over business models, niches, and value creation, but long-term value still starts and ends with people. The most important signal in any deal is rarely on the spreadsheet. Look to the room. How does a founder or CEO answer the hard questions? How do teams navigate under pressure? How quickly did they build trust, or lose it? The best transformations don’t come from the most elegant plans; they come from alignment, belief, and shared conviction across leadership teams. That’s why I test for three things early in every partnership: ✅ Transparency: Can we speak openly when things go wrong? ✅ Resilience: Do we both want long-term value, not short-term optics? ✅ Mutual respect:Do we treat each other as partners, not just stakeholders? At the end of the day, capital may accelerate the business. But only trust will sustain it.