When Mark Cohen joined early-stage companies like TradeGecko and Katana Cloud Inventory, he didn’t enter buzzing ecosystems or long queues of partners ready to sign on. Instead, he stepped into what he calls a “Groundhog Day” cycle, re-explaining the product, the value, and the vision, every single day.

Yet, he helped build scalable, revenue-generating partner programs from that blank slate. In this edition of Greatest Minds in Partnerships, we unpack Mark’s journey from zero to traction and what others can learn from the process.

When You're Unknown, Start With the Why

In the earliest days, the biggest hurdle wasn’t a lack of tools or time; it was invisibility.

“You wake up every day and have to keep re-explaining yourself. It’s not easy. It’s a grind.”

Early-stage companies often delay building a partner program because they have nailed product-market fit. Without it, there’s little trust from customers or partners. That’s why Mark focused on storytelling, not just what the product does, but why it matters and what success could look like together.

“You have to share the dream. And it takes grit, patience, and a lot of perseverance.”

Breaking Through the Skepticism

Building trust with partners who’ve never heard of you? That’s the hard part.

Mark looked for early signals: conversations that turned from cold intros to “Hey, I’ve heard of you, " customer referrals, and inbound interest from previously untouched markets.

It’s rarely instant. But once product-market fit takes shape, momentum builds.

His playbook included:

• Personalized onboarding, even for early joiners.
  
  
• Direct access to internal teams (yes, Slack included).
  
  
• CEO involvement in early partner conversations.
  
  
• Feedback loops that reach the product. Most SaaS companies don’t give access to internal teams, especially product. With their industry experience, partners can unlock nuances that can further support and impact product roadmaps.  
  
  
• Small but consistent “communication wins” that create belief. This can include looping back on a positive first sales call or giving an update on how onboarding is progressing.
  
  

First Wins and Building Momentum

Momentum didn’t show up as a single spike. It came as a shift, from Mark chasing leads to partners proactively sharing them.

“When partners begin sending qualified leads on their own, that’s when you feel it working."

It’s like being at a tradeshow and knowing that, back home, your partners are still driving new business. That shift from manual push to natural pull? That’s when a program moves from experimental to embedded.

Doing It All with a Plan

Clarity becomes your most significant asset when you don’t have a household name behind you.

Mark’s approach:

• Outreach: Clear ICP, messaging, and qualification strategy.
  
  
• Onboarding: A simple, success-oriented checklist.
  
  
• Enablement: Bite-sized assets that explain who Katana helps, how, and what a good fit looks like.
  
  

“You need to make it easy for a partner to succeed. That’s how you earn trust and avoid wasting anyone’s time."

And above all? “Outreach is where you should spend most of your time in the beginning.”

Communicating Value Without a Brand

You don’t have the brand yet, so you lean on relationships.

Mark focused on human touchpoints: live product demos, one-on-one Slack chats, and even early access to new features. He brought in the founder, involved product teams, and used every conversation as a trust-building moment.

Over time, those conversations became content, testimonials, case studies, and a partner directory to showcase mutual success.

Proving Partner Impact

Visibility builds credibility. Mark’s team used CRM dashboards to track partner-sourced deals through every stage. With support from RevOps, partners got real-time updates on deal status, onboarding progress, and eventual outcomes.

This transparency didn’t just help partners feel looped in, but it created repeatable confidence.

Partners as Co-Creators

From early on, feedback loops were sacred.

Mark regularly asked partners how they wanted to be marketed to, how they preferred lead sharing to work, and how they could contribute to product feedback or even co-building features.

“It’s about co-creating an ecosystem, not just managing relationships.”

Advice for the Builders

So, what does Mark tell others starting from zero?

• Align on success early. Your leadership must be bought in, and your metrics will evolve.
  
  
• Structure breeds confidence. Even simple presentations and shared assets go a long way.
  
  
• Surprise people. Send a handwritten thank-you. Offer a personal touch.
  
  
• Over-deliver on the first customer experience. This alone can create a cycle of repeat business.
  
  
• Find your ideal partner profile and stick to it. Focus your time on building meaningful relationships where you can help each other drive mutual business together!

“Startups often look for shortcuts. But in partnerships, there are none. You’re building long-term trust,” Mark adds.