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Customer Experience (CX) has long been the north star for software companies. We build teams around it, measure everything against it, and invest heavily to keep improving it.
But here’s the truth: CX alone is no longer enough.
In our recent live Q&A session, we sat down with Thomas Dussarrat, Founder of VIVA GTM®, who has 20 years of experience helping tech companies scale. Thomas introduced us to the concept of Customer Partner Experience (CPX) and explained why putting partners first is the missing link between growth that feels forced and growth that feels natural.
Here are the biggest takeaways from the session:
1. Why CX-Only Strategies Fall Short
Most companies focus exclusively on CX, training their GTM teams, refining the journey, and chasing retention. While this is important, Thomas explained that companies can only capture 4 out of 28 buying moments with customers.
The other 24? They happen with partners, including consultancies, system integrators, boutique firms, or hyperscalers like AWS and GCP. These players influence the customer journey far more often than vendors themselves.
If you ignore them, you’re leaving opportunity on the table.
2. The Four Pillars of Partner Experience (PX)
PX is about more than signing contracts with partners. It’s about creating a seamless, profitable experience that encourages them to invest in your growth. According to Thomas, there are four core pillars:
- Profitability & Value Creation – Partners must see clear, sustainable revenue opportunities (software + services).
- Seamless Co-Selling & Co-Marketing – Moving from “selling through” partners to “selling with” them.
- Effective Onboarding & Continuous Enablement – Giving partners the tools, training, and early wins they need to succeed.
- A Unified “Partners First” Mindset – Breaking down internal silos so that every GTM role—not just partner managers—works with and for partners.
3. Moving from Executor to Orchestrator
One of Thomas’s most powerful insights was that GTM leaders must shift from being executors to orchestrators.
Instead of doing everything themselves, leaders need to build ecosystems of champions inside their organization and across their partner network. He called it the “octopus effect”: extending your reach through partners who feel empowered, trusted, and invested in your mutual success.
4. Partner Onboarding: Quality Over Quantity
Another critical point: signing more partners doesn’t equal more results.
Thomas shared that typically, only 20–25% of partners deliver meaningful results. The key is to invest deeply in fewer, higher-quality relationships. That means:
- Identifying early joint opportunities before signing contracts.
- Building relationships with multiple champions inside a partner organization (sales, services, technical, leadership).
- Aligning on how the partner will generate revenue, not just through software, but through the services that surround it.
5. Redefining the Role of GTM Teams
PX isn’t just the partner manager’s job.
Thomas emphasized that all GTM teams need to be accountable for partner collaboration. From AEs working with marketing on co-branded events, to customer success ensuring joint value delivery, everyone has a role to play.
When this happens, partners stop being “a channel” and become an integral part of growth.
Conclusion: Why PX Is a Strategic Imperative
The message from Thomas was clear: ignoring PX is no longer an option.
Companies that continue to focus only on CX will struggle with rising acquisition costs and missed opportunities. By contrast, those who embrace PX will unlock faster growth, stronger retention, and more profitable partnerships.
As Thomas put it: “The comfort zone of yesterday won’t be the one that makes you successful tomorrow.”
