Uploaded November 2025 | Updated September 2026, 6 days ago
What if your partners actually wanted to sell your product?
In this TechTO Sales talk, James Moncarz, the founder of Partner Build Advisory breaks down how B2B SaaS companies can grow through channels and partnerships – without ever leading with “sell my sh*t.”
You will learn:
•Why no one wants to sell your product (and what they actually care about)
•The 5 things partner reps truly value: winning their own deals, retiring quota, getting paid, recognition, and relationships
•How to treat partners like a well, not a goldfish – and why one bad interaction can poison an entire ecosystem
•How to get hyper-specific on your ICP so partners can picture 1–3 perfect customers to introduce you to
•Why partnerships are about relationships over transactions, and how to become the rep partners want to call first
If you are a B2B SaaS founder, sales leader, or partnerships leader, this session will help you rethink how you work with referral partners, resellers, marketplaces, and strategic alliances so you can unlock scalable, partner-led revenue.
🎥 Filmed live at BrainStation by TechTO in 2025.
🔗 Follow TechTO - Canada’s Most Connected Tech Community
🌐 Website: www.techto.org
🔗 LinkedIn: TechTO
📸 Instagram: @techtoorg
Keywords (SEO):
TechTO, TechTO Sales, sales partnerships, channel partnerships, B2B SaaS partnerships, partner-led growth, partner build advisory, referral partners, reseller program, channel sales strategy, SaaS go-to-market, partnership playbook, how to work with partners, B2B sales strategy, Canadian tech, Toronto tech community, SaaS revenue growth, ICP definition, partner enablement, building partner programs Watch more talks: youtube.com/c/TechTorontoOrg
Upcoming events: techto.org/events
Events calendar: luma.com/TechTO-Events
Newsletter — The read on Canadian tech: blog.techto.org
Membership: techto.org/memberships
What if your partners actually wanted to sell your product?
In this TechTO Sales talk, James Moncarz, the founder of Partner Build Advisory breaks down how B2B SaaS companies can grow through channels and partnerships – without ever leading with “sell my sh*t.”
You will learn:
•Why no one wants to sell your product (and what they actually care about)
•The 5 things partner reps truly value: winning their own deals, retiring quota, getting paid, recognition, and relationships
•How to treat partners like a well, not a goldfish – and why one bad interaction can poison an entire ecosystem
•How to get hyper-specific on your ICP so partners can picture 1–3 perfect customers to introduce you to
•Why partnerships are about relationships over transactions, and how to become the rep partners want to call first
If you are a B2B SaaS founder, sales leader, or partnerships leader, this session will help you rethink how you work with referral partners, resellers, marketplaces, and strategic alliances so you can unlock scalable, partner-led revenue.
🎥 Filmed live at BrainStation by TechTO in 2025.
🔗 Follow TechTO - Canada’s Most Connected Tech Community
🌐 Website: www.techto.org
🔗 LinkedIn: TechTO
📸 Instagram: @techtoorg
Keywords (SEO):
TechTO, TechTO Sales, sales partnerships, channel partnerships, B2B SaaS partnerships, partner-led growth, partner build advisory, referral partners, reseller program, channel sales strategy, SaaS go-to-market, partnership playbook, how to work with partners, B2B sales strategy, Canadian tech, Toronto tech community, SaaS revenue growth, ICP definition, partner enablement, building partner programs Watch more talks: youtube.com/c/TechTorontoOrg
Upcoming events: techto.org/events
Events calendar: luma.com/TechTO-Events
Newsletter — The read on Canadian tech: blog.techto.org
Membership: techto.org/memberships
