Strategy

Get everybody on the same page.

Two large companies decided to partner. Now they need to act like one team. We write the joint strategy, positioning, and messaging that makes that possible — drawing on years of experience aligning partnerships between the largest companies in tech.

work with us

“I’ve been through a lot of these engagements in my career. What you guys do hits different. It’s truly special.”

TelAdoc

Tim Wright, Sr VP, Partnerships

THe PROBLEM

Partnership stories fall apart
in the field

Tech companies tend to struggle with their partnership stories, hyperfocusing on their own features and goals. The result: customer confusion and seller frustration.

Our value is the experience we have in helping partners develop a clear joint strategy that shows customers, in their own language, how the partnership solves the problem they actually have.

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.

Sitecore: 3-month strategy engagement

Our CEO raves about your work. Everybody wants to use it.

Sitecore

Lisa Richardson
Sr Director, Partner Marketing

The work

Sitecore had strong positioning around its new AI solution but struggled to weave Microsoft into its joint messaging.

Red Thread developed a joint value proposition and core assets that equipped partner leads, sales, and marketing to deliver a clear, differentiated message to customers.

The Impact: The CEO uses the empowering AI-first messaging so much that he keeps it in his back pocket at events and customer meetings.