GTM & Partnerships Advisory
Serving agencies, system integrators, ISVs and SaaS companies,
from early stage to enterprise, across UK, GCC and DACH.
GTM & Partnerships
Your partner programme: the strategy, the leadership, the operating model. We assess where you stand, design the commercial model, then run the function with your team.
Market Expansion
New geographies: which markets, which entry model, which partners. We map the UK, GCC and DACH ecosystems, design the entry plan, then make the introductions ourselves.
Your Ecosystem
The platforms around you: Shopify, Microsoft, ISVs, system integrators. We review your fit, design the integration and co-sell motion, then build the operations behind it.
EXPERIENCE WORKING WITH LEADING TECH & SERVICES COMPANIES GLOBALLY
18 Years in Partnerships & GTM
After nearly two decades in partnership roles at Fortune 500 platforms and high-growth SaaS companies, I help companies avoid the common mistakes and accelerate what actually works.
Partnerships aren't just a go-to-market motion, they require strategic design, operational discipline, and the ability to align internal teams around shared goals.
Convert Commerce brings that experience to companies building or scaling their partnership function. Whether you're launching your first partnership program or refining an existing ecosystem, I help you build the strategy, structure, and systems that drive measurable growth.
Let's discuss how we can support your next stage of growth.
In partnership,
Patrick Schaeffler
Global expertise.
- UKUnited Kingdom
- GCCGulf Cooperation Council
- DACHGermany, Austria & Switzerland
Services
Three pillars, three ways in. Start with an assessment, design the strategy, or have us run it with you.
GTM & Partnerships
Your partner programme: the strategy, the leadership, the operating model.
Market Expansion
New geographies: which markets, which entry model, which partners.
Your Ecosystem
The platforms around you: Shopify, Microsoft, ISVs, system integrators.
Assess
Market & Ecosystem Mapping
Who matters in the UK, GCC and DACH: the partners, platforms, buyers and competitors, mapped before you commit budget or headcount.
Assess
Ecosystem Fit Review
Where you sit in the ecosystems that matter, how you are positioned against neighbouring vendors, and which alliances are worth the effort.
Design
GTM & Partner Strategy
Positioning, ideal partner profile, tiers and joint value propositions. A commercial model your partners can sell and your team can run.
Design
Market Entry Strategy
Entry model, pricing, localisation and a first-90-days plan, grounded in local partnership dynamics and cultural reality rather than a headquarters playbook.
Design
Platform & Technology Partnerships
Integration roadmaps, marketplace listings and co-sell motions that turn a platform relationship into a repeatable pipeline source.
Run
In-Market Introductions
Warm routes to the partners, platforms and stakeholders we already work with, so entry starts from a relationship instead of a cold list.
Run
Partner Operations & Enablement
The infrastructure behind the strategy: systems, tiering, enablement, co-marketing and the metrics that prove the programme is working.
How ready is your partnership programme to drive revenue?
Get an evidence-checked assessment score, benchmark yourself against your own segment of our Global Partnerships Survey, drawn from a pool of 100+ partnership professionals, and see where the partner revenue is.
The assessment reads your public partnership footprint, scores six dimensions of partnership readiness, and names the gaps holding your programme back. You get the ecosystem worth pursuing, the quick wins that move revenue first, and every finding sourced, not guessed.
Built for SaaS software companies and agencies.
Get Your Assessment
Results That Matter
Real challenges, strategic solutions, measurable impact.
SaaS Technology
Partnership Strategy
Co-designed and implemented a tiered partnership framework with global team expansion for technology partnerships, launched comprehensive partner program with PRM integration, and synchronised co-marketing initiatives with sales cycles.
Impact
- Team achieved 5x increase in partner-sourced and influenced revenue within 24 months
- Enabled cross-functional alignment between Partnerships, Product, Marketing, Sales, and Customer Success
- Established measurable partner ROI attribution model
- Implemented partner manager commission structure tailored to tech partnership KPIs and business strategy
Tink Taylor
Founder & President, dotdigital Group PLC
"I had the pleasure of working directly with Patrick for more than five years and his strong expertise in partnerships, his positive attitude, passion and attention to detail, has helped accelerate our partner growth globally"
Commerce Platform
Partnership Strategy
Established the partnership and Go-to-market strategy for EMEA for Shopify Plus in collaboration with HQ, launch of the EMEA office, building of partnerships team in region and supporting partners to "make commerce better for everyone".
Impact
- As a team, achieved 154% of revenue target, whilst laying partnership foundations.
- Support the scaling of existing partners in the ecosystem through co-marketing, process support and collaboration
- Recruitment of a vast network of new partners, expanding reach and providing brands with tailored options
Martyn Boddy
Founder Upgrade Former Head of Partnerships Shopify Plus
"Patrick played a central role in shaping our EMEA partnership and go to market strategy during a critical phase of Shopify Plus entering the region. He built the regional partnerships function, strengthened our ecosystem through closer collaboration, and expanded our network with high quality partners that elevated our reach and offering."
System Integrator
Partnership Strategy
Developed partnership framework and established partnership function from the ground up across the Group (Four companies), enabling partner collaboration across Commerce Platforms and Technology companies.
Impact
- Built a network of alliances with 40+ key technology and platform partners to form tailored core tech stacks for Adobe (Magento), Salesforce, Shopware, Drupal and more.
- Increased project value and partner sourced revenue through partner collaborations
- Strengthened internal enablement and cross functional collaboration across partnerships to establish a partner-focused approach
Dominic Feenan
Co-Founder INVIQA Group
"Patrick helped position our group as a trusted delivery partner across our ecosystems, opening new commercial opportunities and elevating our tech offering. His impact on both our external growth and internal processes has shaped the way we operate, with partnerships now firmly embedded as a core pillar of our success."
EXPERIENCE WORKING WITH LEADING TECH & SERVICES COMPANIES GLOBALLY
Partner Buddy
The operating system for modern partnership teams. Track sourced and influenced revenue, manage your pipeline, and align partners around the metrics that matter.
Inside: commercial dashboards, partner recruitment, activation, marketing, program management, and an AI-powered knowledge hub, everything your partner function needs in one place.
Purpose-built for organisations that want visibility, structure, and measurable results.
Learn More
Why Convert Commerce
18 years of partnership experience. No theory.
Just what actually works.
People-First
Partnerships are relationships first, contracts second. We build programs grounded in trust and long-term collaboration, not just transactional deals.
Global Experience
18 years across diverse ecosystems, from Fortune 500 platforms to high-growth SaaS. We understand partnerships at every scale.
Operational Precision
Strategy without execution is theory. We build the structure, systems, and processes that make partnerships scalable and measurable.
Calm Confidence
No hype, no theatrics. Just clear thinking, strategic design, and results-driven leadership you can trust.
Certifications
Staying current in AI, commerce trends, and strategic thinking
Massachusetts Institute of Technology
Driving Innovation with AI
Louis Vuitton Moët Hennessy
Inside LVMH
eConsultancy
Digital Marketing
Global Partnerships
Survey Report
Partnerships Community
100+ partnership professionals across the SaaS ecosystem shared how they work, what they measure, and what's driving results.
Inside: honest insights on strategy, operations, team design, go-to-market approaches, compensation, technology, and the challenges shaping the industry.
Download your copy. Optional contributions support cancer research through #PartnershipsAgainstCancer (100% to the cause).
Let's Talk
Whether you're building from scratch or optimising an existing ecosystem, let's explore how we can help.
London
Convert Commerce Limited71-75 Shelton Street
Covent Garden
London, WC2H 9JQ
United Kingdom
Abu Dhabi
Convert Commerce LimitedSmart Station, First Floor, Incubator Building
Masdar City, Abu Dhabi
United Arab Emirates
Growth shouldn't cost the earth.
Frequently Asked Questions
Common questions about working together