Activation

Equip everybody with the right assets and readiness.

Once the strategy holds, sellers and marketers need assets they’ll actually use. We build them, written so two partner field teams can run the same play in front of the customer.

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THe PROBLEM

Strategy is only as strong as its execution

A joint plan that sits on a slide doesn’t move pipeline. Sellers need materials they reach for in the meeting. Marketers need campaigns that put the partnership in front of the right buyers. Field teams need to recognize the deals that are actually ready to move.

We understand the customer, the partnership, and the sellers’ needs. Combine that with our expertise on the product, and you get assets that sellers and customers consume.

WHERE TO START

Three phases. Start with one.

Strategy

~3 months

Every partnership has a through-line, the thing actually holding it together or getting in the way. That's where we start. Low commitment, easy to test us out: workshops, partner health analysis, single-day on-sites.

Strategy + Activation

~6 months

Once you can see what's working, you follow it into the build. Most clients land here after that first engagement: partner strategy development, annual execution planning, joint value proposition and positioning, GTM activation.

Strategy + Activation + Expansion

~12 months

For clients working across every pillar. A dedicated team weaves strategy, activation, and expansion into one program that runs across the partnership.

Amadeus: 6-month strategy + activation engagement

Amadeus needed help evolving their ‘how’ with technology partnerships.

Engagement

6-month · Strategy + Activation

Focus

Microsoft co-sell & Marketplace

The work

Enterprise software sales had shifted toward co-sell and marketplace channels. Amadeus, with five independent divisions that had traditionally operated in silos, needed a unified approach.

Red Thread built a strategic value program to align the organization. The work included Marketplace education workshops, joint value propositions, and seller readiness materials, plus direct coaching for field sellers on co-engagement practices, roles, and responsibilities.