How to Leverage Partners You Don’t Have Yet

by Scott

I recently had an interesting business development conversation with a founder that I thought others might find interesting.

His company is just about to finalize a deal with their first marquee partner. He was wondering at what point he should start using their name in conversations with other prospects.


The social proof of another of big name in the space is tremendously valuable for them. It provides optics that can be leveraged to attract new partners/customers. Thus, the earlier they can take advantage of this the better.

One (dangerous) Approach:

You could start telling other prospects that you’re working with the partner despite the fact it hasn’t been finalized.

The upside is that you might be able to expedite landing additional partners.

The downside is that …
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