The Partnership Ladder

From Small Wins to Big Deals

Partnerships rarely leap from zero to flagship activations.
The best partnerships evolve, step by step, through a process I call The Partnership Ladder.

It’s a progression that builds trust, alignment, and long-term value.

Here’s how brands can climb it with intention.

Step 1: Signals & Small Moments

This includes:

• social mentions

• newsletter features

• small cross-promos

• product seeding

These are low-stakes, high-learning interactions. They test fit before bigger commitments.

Step 2: Light Collabs

Once both sides feel the potential, expand the scope.

Think:

• co-created content

• shared giveaways

• micro-campaigns

• shared interviews

This clarifies workflow, tone, and team compatibility.

Step 3: Structured Partnerships

Now it’s time to put real strategy around the relationship:

• multi-channel campaigns

• newsletter sponsorships

• media features

• product bundles

Both sides should see clear ROI.

Step 4: Flagship Integrations

This is where the biggest value unlocks:

• launch partnerships

• multi-month editorial programs

• co-branded product drops

• annual agreements

At this stage, the partnership feels like an extension of your brand.

What Makes the Ladder Work

• Start small

• Validate fit

• Build momentum

• Invest deeper where trust exists

Partnerships flourish when both sides commit gradually, not aggressively.

The Bottom Line

Your biggest partnership wins often come from smaller wins that led the way. The Ladder helps you move with purpose, not pressure.

Want help building your partnership roadmap? Let’s climb the ladder together.