Partnerships in Play
Lauren Helstab, Michelle Teo, Ayse Guvencer, Sonya JamulaEverything about activating, enabling, and scaling SaaS partnerships. Field-tested frameworks drawn from advising +25 fast-growing SaaS companies (including Shopify).
| Platform |  | Pricing | Only free issues | Publishes | Monthly |
|---|---|---|---|---|---|
| Issues | 13 | Subscribers | Read | partnershipsinplay.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
How to finally nail co-selling in 2026
We’re excited to announce that Partnerships in Play has joined forces with Kiflo!
Stop Renting Reach. Leverage Ecosystem Distribution Instead.
Budgets are tighter.
The 4 Stages of Partner Program Maturity
Over a decade of working with partner-led SaaS teams, we’ve seen the same pattern time and again.
The Economics of Partnerships (+ Why Efficiency Beats Spend)
This month, we’re joined by Sonya Jamula (formerly VP & Head of Channel Partnerships & Alliances at Gusto, Pavilion Top 50 Partnerships Exec).
Authors
The writers behind this newsletter.
xShopify Partnerships | Activating partnerships for B2B SaaS
I am Fractional CMO in the SaaS space, working with startups and enterprises providing advisory in GMT (PLG), Buying Committee Mapping, Pricing and PMF, Product Innovation, Paid Media & Measurement and Analytics across EMEA, APAC and NAMER
Fractional Partnerships & Ecosystem GTM. I turn partner motions into profit centers with clean ops, CFO-ready metrics, and pragmatic execution | Founder @ Coconut Curry
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