How We Helped ERP Connect Find the Right ICP
When we first launched the BC Toolbox product at ERP Connect Consulting, we did what most early-stage teams do:
We tried to sell directly to end-clients.
Outbound. Demos. Closing deals one by one.
It felt like the “right” way to build a sales motion.
But…we weren’t growing as large as we wanted.
The Shift That Changed Everything
At a certain point, we made a decision that completely changed our trajectory:
We shifted 75% of our focus away from direct sales and into building a partner network.
At the time, it felt like we were slowing ourselves down.
Fewer outbound messages
Fewer direct sales conversations
More time spent building relationships that didn’t immediately convert
But that shift forced something even more important:
We changed our ICP (Ideal Client Profile).
Instead of targeting end users, we started targeting:
Consultants
Account Executives
Teams at Microsoft Business Central partners
We stopped asking:
“Who can buy from us?”
And started asking:
“Who already has access to our buyers?”
What Happened Next
This wasn’t an overnight win.
Partner motions take longer to build. You don’t close deals immediately. You invest first.
But over time, the results compounded:
We built a network of 50 partners
We gained access to warm, pre-qualified opportunities
Trust was already established before we ever joined the conversation
Sales cycles became shorter
Close rates increased
And most importantly:
$150K+ of our first $200K in ARR came directly from partner-driven deals for our BC Toolbox product suite.
That’s 75% of our early revenue—from a channel most early-stage teams ignore.
Why This Works (And Why Founders Miss It)
Most founders default to brute-force outbound because it feels controllable.
You send the emails.
You run the calls.
You close the deals.
But here’s the problem:
You’re starting from zero trust every single time.
Partner-led growth flips that.
Instead of building trust one prospect at a time, you borrow trust from people who already have it.
You’re not convincing strangers.
You’re being introduced.
The Tradeoff No One Talks About
This approach isn’t easier. It’s just different.
You’re trading:
Short-term activity → long-term leverage
Immediate pipeline → scalable distribution
Direct control → relationship-driven growth
And yes—it takes longer upfront.
We spent months building relationships that didn’t produce immediate revenue.
But once it clicked, it compounded fast.
When a Partner Motion Makes Sense
A partner-driven strategy works best when:
Your buyers already work with VARs (Value Added Resellers)
There are established ecosystems (like Microsoft partners, Salesforce partners, etc.)
Your product naturally complements someone else’s service offering
If your customers don’t exist in a partner ecosystem, this won’t hit the same way.
But if they do—you’re likely leaving revenue on the table.
The Real Lesson
Early-stage founders don’t just need a sales motion.
They need a distribution strategy.
Outbound is one path.
Partnerships are another—and often the faster one once it’s in place.
Sometimes the quickest way to your next customer…
is through someone else’s pipeline.
Want Help Building This?
This is exactly the kind of motion I help early-stage founders build as a Founding AE.
Not just closing deals—but designing the systems, messaging, and partner strategies that actually scale.
If you’re trying to figure out whether a partner motion makes sense for your business, let’s talk.
