When it comes to B2B partnerships, knowing how to scale a partner program isn’t just about strategy, it’s about people, processes, and a lot of trial and error. In the first episode of Kiflo’s Q&A live session series, we sat down with Filip Popov, VP of Partnerships at Growth Era, to unpack how he built a partner program from scratch, turned it into a high-performing revenue engine, and what lessons he’s learned along the way.

Building a Program from the Ground Up

Filip’s journey with Growth Era began in 2021 when the company was still small. Today, they’re 70+ strong—and partnerships have been a significant growth driver. Initially, partnerships weren’t a formal focus. But that changed when a client saw the value in Growth Era’s services and asked to resell them. One connection led to another, and soon, two partners were bringing in over 70% of the company’s revenue.

That turning point helped Filip win internal buy-in without much pushback.

“It was a very easy conversation,” he recalls. “When 70% of your revenue is coming from just two partners, it’s not hard to show that this channel deserves serious investment.”

VARs, Referrals & Strategic Alliances

When asked about the most successful partner types, Filip points to three: Value-Added Resellers (VARs), referral partners, and strategic alliances.

VARs were particularly effective because they could white-label Growth Era’s services or bundle them with their own offerings. These partnerships were transaction-driven, high-volume, and deeply revenue-aligned. Referral partners, on the other hand, delivered leads more sporadically but proved valuable for strategic wins and long-term relationships. Strategic alliances—especially co-marketing efforts—added another layer, creating visibility and mutual value.

Focusing on One Partner Type at a Time

A key takeaway from Filip’s experience is the importance of focus. Rather than spreading resources thin, he advises companies to commit to one partner type at a time.

“When we worked with VARs, 90% of our time went into making that program work. Everything else was background noise,” he says.

This focused approach helped the team streamline processes, reduce complexity, and ultimately deliver better outcomes for both partners and internal teams.

Outreach Strategy: Going Beyond Emails

How do you actually recruit the right partners? Filip’s team leaned into outbound outreach, but with a twist. Cold calling, the old-fashioned phone calls, proved more effective than email or LinkedIn messaging, especially given rising spam filters and platform restrictions.

The script was simple and honest: “We’re looking for partners. Not trying to sell you anything, but exploring ways we might work together.” This no-pressure opener led to real conversations and, ultimately, real partnerships.

Filip also emphasized testing different Ideal Partner Profiles (IPPs).

“I tested six or seven profiles. Most didn’t work. But the ones that did, we leaned in and doubled down.”

Building Trust Over Time

Trust isn’t built overnight. Filip described his most successful partners as those who started small but grew into true allies. That growth came from consistent communication, transparency, and delivering tangible wins.

“When we started landing deals together and saw good results for clients, the relationship naturally deepened. At that point, it wasn’t just about contracts; it was about shared goals.”

Filip’s approach to partner communication was grounded in empathy. “Treat them like friends. Check in. Share updates. Make them feel like part of the team.”

Navigating Burnout and Scaling Sustainably

At one point, Growth Era was overwhelmed by the success of its partner channel. Burnout hit hard. “We had more clients than we could handle. That’s when we realize, this has to be scalable. We need systems.”

Filip’s team responded by bringing on partner success roles and marketing support. They documented processes, set clearer expectations with partners, and moved away from overly manual workflows. This shift helped prevent future overload and created a more stable foundation for growth.

Clear Expectations Are Everything

If there’s one theme that surfaced again and again, it’s clarity. From the first partner conversation to long-term engagements, setting expectations is crucial.

“Some partners will bring you one deal a year. Others, one a week. Both can be valuable, but only if you understand what they bring and plan accordingly,” Filip explains.

That clarity extends internally, too. Partnership managers need to advocate for their work with solid data and examples from across the industry. Leadership buy-in comes when you can tie partnerships directly to revenue and growth.

Takeaways for Partner Managers

Filip’s story is a reminder that partnerships aren’t plug-and-play. They take effort, patience, and a willingness to learn. But with the right mindset and processes, they can become one of your most powerful revenue drivers.

If you’re just getting started, focus on one partner type. Get a couple of wins. Listen to what partners want and build the trust they need. And don’t forget to document everything, because once it scales, you’ll be glad you did.

Watch the full episode of the Q&A session with Filip to get even more insights, tips, and behind-the-scenes lessons on how to scale your partner program with clarity and confidence.