20 years building SaaS partnerships. Here's my story.

I'm a SaaS channel and alliances leader with over a decade of experience building partner ecosystems across Europe. My work has spanned everything from first-partner recruitment at early-stage startups to managing multi-million pound channel programmes at scale-ups.

I've learned - often the hard way - what actually works in channel sales, and what's just noise. This site is where I share those lessons: the frameworks, the playbooks, and the mistakes that taught me the most.

My focus is practical execution. I believe the best channel strategies are built from the ground up, shaped by real partner conversations, real deal cycles, and real market dynamics - not imported from a consultant's slide deck.

The articles you'll find here distil years of experience into structured, actionable content. Whether you're a SaaS founder exploring channel for the first time, a sales leader building out a partner motion, or a channel professional looking to sharpen your approach, there's something here for you.