Partner-Led Global Expansion

68 countries. $1.1M ARR.
30 partners who actually sell.

4 people in the sales team. Zero local offices. This is DISPL — my most recent case. Behind it: 19 years of building partner channels at Avaya, Enghouse Interactive, and Addreality, across 6 continents.

FleiPartners builds the same system for B2B tech founders and revenue leaders who are ready to scale globally — without country managers, without local offices.

I help B2B tech founders and revenue leaders scale into new markets through partner networks. Not the "sign 300 partners and hope" kind. The kind where 30 partners generate 72% of your revenue, cover 68 countries, and close deals at a 60% rate.

The difference is architecture. Get that right, and partners become your most effective sales force.

19 years · 4 companies · 6 continents · Microsoft, Cisco, Intel, HP, SAP, Sony

Book a Partner Readiness Check 45 min · free · no pitch
68
countries reached through partner network
Zero local offices
$1.1M
ARR built in 24 months
At DISPL · partner-led GTM from scratch
72%
of revenue from the partner channel
30 active selling partners · 60% close rate
Built with & trusted by
Avaya· Cisco· Microsoft· Intel· HP· SAP· Sony· Enghouse Interactive· Addreality· DISPL
Who this is for

You've built something that works.
Now it's time to scale globally.

The founders and revenue leaders I work with have a product that sells. What they're running into is distribution. Every new market feels like starting over — another hire, another 12-month ramp, another bet that might not pay off. There's a better path. Partner-led growth compounds in ways direct sales never can — but only when it's built with real architecture, not just signed agreements.

01 You're closing deals, but growth feels manual.

CAC is climbing, your team is at capacity, and every new customer takes the same effort as the last. You can see the ceiling. Hiring more AEs won't change the math.

02 You want to go global, but local offices feel like a trap.

A country manager costs $150K–250K before closing a single deal. Six to twelve months before first revenue. If it doesn't work — you've burned the budget and lost the year.

03 You tried partners. It didn't work.

You signed agreements, got excited, then watched nothing happen. Partners went quiet. You're not sure if the model is broken — or if something specific went wrong. (It was something specific. It almost always is.)

04 Resellers are reaching out — and you have no system for it.

Distributors, integrators, local agencies are reaching out and asking for terms. You have no partner program, no margin structure. You're turning away pipeline because you're not set up to capture it.

FleiPartners works with B2B tech companies at Seed through Series B, and with established small and mid-size businesses that have outgrown their current distribution model — SaaS, AI, MarTech, RetailTech, FinTech, Cybersecurity, IoT, Industrial Tech, and hardware-software products where a trusted local partner is not optional, but essential.

Why partner programs fail

Partner sales fail.
Here's why — and it's not the model.

When founders tell me "we tried partners and it didn't work," I recognise the pattern. Most vendors sign an agreement and then wait — assuming that a motivated reseller and a shared interest in revenue will translate into deals. It doesn't.

Partners sell what fits their business model and closes within their normal sales cycle. If you haven't built the architecture that makes your product genuinely profitable for them to sell, you haven't built a partner channel. You've built a list of signed agreements. That's the hope strategy.

Global expansion through local offices is the slowest, most expensive bet in your GTM playbook.

A country manager costs $150K–250K before closing a single deal. If it doesn't work — you've lost a year. Local partners already have the network and relationships you'd spend years building. The question is how to build a system that makes them perform.

Signed agreements are not revenue.

80% of signed partners never close a deal — not because they're lazy, but because vendors give them no real reason to prioritise. No margin. No deal protection. No playbook. Get those right, and 30 partners can cover 68 countries and generate 72% of your revenue.

Download: How to turn signed partners into active revenue →
How we work

Two forces. One system.

Human Expertise
19 years of knowing
what works — and what doesn't.

Every engagement starts with Lina and Lorenza. We bring the strategic layer no algorithm can replace: reading a founder's readiness, knowing when a partner conversation is going somewhere real, designing offers that partners actually want to sign.

We set the direction. We define the ICP. We design the offer. We run the conversations that matter.

Partner ICP Design Offer Architecture Deal Negotiation Channel Strategy Playbook Writing Team Enablement
AI Partner Team
Your always-on partner engine.
Purpose-built AI agents, configured per client. While we work — they work faster.
Discover
Maps partner landscape globally
Score
Ranks candidates by ICP fit
Enrich
Builds full contact profiles
Outreach
Personalised messages at scale
Book
Schedules meetings automatically
Track
Monitors pipeline & activity
Localise
Adapts materials per region
Document
Builds playbooks automatically
Enterprise-grade execution at startup speed.
Before you decide

Let me be direct
about what we are not.

I get compared to four things regularly. None of them are accurate — and the differences matter.

A hired Partner Manager

One person can't build channel architecture. We bring 19 years of expertise + AI Partner Team operational from day one. We build the system. Your Partner Manager runs it.

A consulting firm

Consultants deliver strategy and leave. We stay for execution. The architecture we design, we also build, test, and run until it produces revenue.

A PRM platform

PartnerStack, Crossbeam, Impartner — useful tools. But software doesn't fix a broken strategy. We build the architecture that makes the software worth buying.

An advisor

Advisors share perspective. We build systems and take responsibility for outcomes. Different engagement, different commitment, different result.

The engagement model

Four stages. One system.
Built to last after we leave.

We don't start building until we've proven the hypothesis. We don't leave until the channel runs on its own.

0
Partner Readiness Check · 45 min
A diagnostic conversation — honest assessment of whether the partner model is right for your company right now.
Book Free Session →
1
Partner Discovery Sprint
$2,500–$3,500 · 1.5–3 months

Test the hypothesis. Map the partner landscape, score candidates, run outreach, book qualified meetings.

  • Global market evaluation
  • Partner ICP defined & ranked
  • Top 50 target companies
  • 5–10 qualified meetings
  • Outreach strategy by region
2
Partner Foundation
$4,000–$5,000/mo · 3–6 months

Convert the best candidates into signed partners. Build onboarding, finalise commercial offers, open first pipeline.

  • First signed partnerships
  • Partner offer with margin structure
  • Onboarding system built
  • First partner-sourced leads
3
Partner Growth Engine
$3,000–$4,000/mo · 6–12 months

Scale what works. Document everything. Train your team. Make the channel produce pipeline without being pushed.

  • Full partner program documented
  • Playbooks at every level
  • Internal team trained
  • Predictable partner pipeline
4
Ongoing Partnership
Subscription · open-ended

Two formats: Fractional Partnership Leadership or Quarterly Audit. You choose how much we stay involved.

  • Senior channel leadership
  • Performance rhythm & reviews
  • Quarterly health check
  • Scale without adding headcount
The proof

The proof is in the ecosystems we've built.

Where the methodology was built
DISPL
Co-founder & CRO · Cyprus · 2022–present
68
countries
$1.1M
ARR
72%
from partners
Built partner-led GTM from scratch. Zero local offices. Partner-sourced revenue dominant from year one.
Alliances: HP · AOpen · BrightSign · Sony
Avaya
Channel & Account Manager · 2007–2013
$3B+ enterprise communications. Learned partner architecture from the inside — governance, economics, enablement at scale.
Alliances: Microsoft · SAP
Enghouse Interactive
Regional Manager CIS · 2013–2015
×8
revenue growth
Built CIS partner ecosystem from zero. Distributors, SIs, Service Providers, OEM, VAR across the region.
Alliances: Microsoft · Cisco
Addreality
CCO · CEE/ME/CIS · 2017–2022
68%
ARR from partners
Grew partner-sourced revenue from zero to 68% of company ARR in two years as CCO.
Alliances: Intel · Microsoft
The ecosystem in action — DISPL partner stories
🇮🇩
Xion1
Indonesia · Solution Provider
Built an entire company around DISPL. Brought in an investor after 4 months of conversations.
2,500 touchpoints · 20,000+ contracts
🇧🇷
GlobalTera
Brazil · VAR & Distributor
14 years serving 1,000+ gas stations. Created a new AI division. Activated 7 sub-partners.
One partner who brought us seven more
🇲🇽
G&R Hub
Mexico · Co-Investor
Started as a reseller. Became DISPL's first co-investor with equity in the parent company.
Nexus Tours · Royalton · Barcelo
🇸🇦
Emkan
Saudi Arabia · SW Provider
13 months of presale. Beat the strongest incumbent vendor on depth of analytics.
Client: Extra — largest electronics retailer
The team
The people
behind the system.
Technical Team
Savelii Kosovanov
Savelii Kosovanov
GTM Engineer
Outreach systems, CRM architecture, qualification workflows. Connects methodology to execution.
Karen Oganesian
Karen Oganesian
AI Engineer
AI agent infrastructure — discovery, scoring, enrichment, outreach, booking at scale.
Mitya Kozlov
Mitya Kozlov
Platform & Infrastructure Engineer
16 yrs at Société Générale, Head of Engineering. Kubernetes, CI/CD, multi-client AI ops.
Regional experts engaged by project across EMEA · Americas · MENA · SEA · CIS.
Lina Fleitman
Lina Fleitman
Co-founder & CEO · Cyprus
19 years 6 continents Forbes Women in Tech Deloitte Fast 50

19 years building partner channels across Europe, Middle East, Asia, LATAM, and CIS. Started at Avaya — learned enterprise partner architecture from the inside: channel governance, partner economics, enablement at scale. Then Enghouse Interactive — built the CIS regional ecosystem from zero, ×8 revenue growth. Then Addreality as CCO — grew partner-sourced revenue from zero to 68% of ARR. Then DISPL as Co-founder & CRO — 68 countries, $1.1M ARR, 72% from partners, 4 people in sales.

Executor Channel Architect Closer & negotiator Cross-cultural · 6 continents
Lives in Cyprus. Power yoga. Stoicism. Raising a teenager with special needs — which taught her more about patience and commitment than any business ever could.
Lorenza West
Lorenza West
Co-founder & Commercial Lead · California
19 years President's Club $40M ARR managed

19 years in B2B commercial development and sales leadership. Simply Displays (13 years) — rose to Director of Sales & Marketing, managing $40M ARR including Makita, Kendra Scott, Vanity Fair. DSA Signage — added $2.5M in annual revenue. Bambee SaaS — exceeded $115K MRR target, President's Club. DISPL — Business Development Lead for the Americas.

Offer Packaging Sales Process Design Playbook Writing Negotiator
Lives in California with her husband and young son. Professional cook. Tango dancer — knows when to lead and when to follow.
Insights

Thinking out loud
about partner-led growth.

Everything we've learned about building partner channels — the failures, the fixes, the frameworks. Published as the work evolves.

Guide
Is partner-led growth right for your company?
A checklist for founders considering the channel model for the first time — or reconsidering it after a first attempt that didn't work.
Checklist
Are you actually ready to build a partner channel?
Readiness isn't about ARR or stage. It's about margin structure, team capacity, and founder mindset.
Framework
The partner map: who you need and when
Resellers, distributors, integrators, OEMs, co-investors — each type works differently and requires a different architecture.
Playbook
How to find your partner — and make them want to find you
The difference between a partner list and a partner pipeline. How to identify the right candidates and build a relationship that converts.

Let's talk

Not every company is ready for a partner channel.
Let's find out if yours is.

The Partner Readiness Check is a 45-minute conversation — not a sales call. I ask the questions that surface whether the partner model makes sense for your company right now, where the gaps are, and what it would actually take to build a channel that generates revenue.

You leave with a clear picture. I leave knowing whether I can help. If the answer is yes on both sides — we talk about next steps. If it isn't, I'll tell you that honestly.

I review every submission personally and respond within 24 hours.
— Lina

Book a Partner Readiness Check
Free · 45 minutes · no pitch
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