Most companies scale their partner programs completely wrong by treating them like transactional sales. They focus on what they want (revenue) and sign hundreds of agreements without ever actually activating them.

In this episode of Built in EMEA, host Pavel Novák sits down with Martin Scholz to unpack the real architecture of successful GTM partnerships. Leaving behind the clean slide-deck frameworks and theories, they discuss what it actually takes to build a partnership that works and delivers mutual value.

In this episode, we cover:

• Why revenue should never be your goal when entering partnerships, but rather the result of focusing entirely on the partner's needs.
• The danger of vanity metrics: Why having 100 signed partner agreements often means you have fewer than 20 that are actually active, and why you must see partners deliver before constantly signing more.
• The ultimate health metric for partnerships: How to use a continuously updated mutual action plan—covering strategic vision, measurable KPIs, and 3-month project plans—to ensure true alignment.
• Sales vs. Partnerships: The fundamental difference between a transactional vendor relationship and a mutually beneficial partnership where integrating solutions makes the workflow easier for joint users.

If you are a GTM operator trying to build the right thing in the right order, this conversation will challenge how you approach your revenue organization.

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