Most software companies have mastered Customer Experience (CX). They invest heavily in customer success, refine every interaction, and train their teams to deliver value at every point of contact.
But as Thomas Dussarrat, Founder of VIVA GTM, explained during our recent live Q&A, CX alone no longer guarantees sustainable growth.
Today, companies that scale effectively aren’t just optimizing customer journeys — they’re empowering their partners to deliver those journeys with them.
That’s what Partner Experience (PX) is all about. It’s the shift from managing partners as a channel to treating them as an extension of your brand — trusted collaborators who amplify your reach, reduce your CAC, and make growth more efficient and predictable.
This guide is designed to help you understand, evaluate, and start building your own “Partners First” culture.
In traditional GTM strategies, companies focus on direct sales and internal efficiency. However, as Thomas explained, you no longer own the customer journey.
Customers are influenced by a network of trusted voices — consultants, agencies, integrators, and hyperscalers. If you’re not engaging those voices, you’re missing out on most buying conversations.
📊 Did you know? Vendors typically only capture 4 out of 28 buying moments with a customer. The other 24 happen through partners.
That’s why PX starts with a mindset: recognizing that customer experience is shared across your entire partner ecosystem.
Ask yourself:
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Tip: Start by aligning internal education around PX. A brief workshop involving sales, marketing, and customer success teams can significantly shift perspectives.
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PX isn’t built on intuition — it’s built on structure.