Deep Dive: How to Activate the Right Ecosystem Motions
- Jennifer Steele
- Jun 17
- 2 min read
Choosing the right ecosystem motion is where good strategy meets real revenue. Most teams stall because they pick too many channels, chase what’s trendy, or fail to match motions to their actual customer and capacity.
Our third ebook, Activating Your Ecosystem Mix, is your practical playbook to pick the right motion, launch it well, and avoid the classic missteps that drain time and budget.
Why Your Ecosystem Mix Matters
Not every channel fits every company. Real ecosystem-fueled growth starts when you match the right motion to your goals, your resources, and your ideal customer. When you do, you get:
Faster pipeline: Focus on channels that match your ICP and sales cycle so you see results sooner.
Better partner engagement: Onboard and support partners who have the highest chance of delivering.
Efficient resource use: Back only what you can enable, track, and scale.
Momentum you can repeat: Early wins build trust and make layering new motions easier.
How to Activate Your Ecosystem Mix
1. Start with your “who”
Get clear on your ideal customer. Who influences them, where do they get information, how do they buy? Pick channels that reach them where they are.
2. Know your options (and when they work)
Resellers, tech partnerships, service/implementation partners, customer referrals, affiliates, influencers, outsourced sales — each works best in different scenarios. For example:
Selling something complex? Service partners can drive adoption fast.
Have a big, happy customer base? Referrals are your low-hanging fruit.
Heavily integration-dependent? Tech partnerships are likely your fast lane.
Use the Mix Matching Agent to get a shortlist that fits your goals and deal size.
3. Pick one and nail it first
Trying to launch five channels at once is a guaranteed mess. Pick the motion that closes your pipeline gap quickest and that you can realistically support.
4. Launch with focus and discipline
For whichever motion you choose:
Recruit partners with the best fit.
Build onboarding and training for their needs.
Set up clear tracking and communication.
Celebrate first wins and use feedback to improve.
5. Avoid the usual traps
Stay realistic and intentional:
Tier partners. Treat top performers differently.
Set expectations. Partnerships take time to pay off.
Standardize your playbooks and CRM tracking.
Start simple. Add complexity only as you grow.
Quick Tips for Early Wins
Pilot before scaling: Test with a small group, gather feedback, tweak, then roll out.
Co-create value props: Bring partners into the messaging and incentives.
Automate basics: Use tools to handle tracking and payouts so your team stays focused.
Over-communicate: Keep partners engaged in the first 90 days when drop-off risk is highest.
Stay flexible: If something isn’t working, pivot fast.
Bottom line:
Don’t try to do it all. Pick the motion that makes the most sense for your customer, close the gap that matters, and do it well. Early traction sets you up for scalable, sustainable ecosystem growth.