In this episode of Between Product and Partnerships, Pandium CEO Cristina Flaschen speaks with Beth Beese, Director of Partnerships at Loopio, about her unique journey into partnerships, building an ecosystem from the ground up, and why cross-functional relationships are the secret weapon for success.
From Fax Lines to Tech Partnerships
Beth’s path to tech partnerships was anything but traditional. She started her career in sales, including door-to-door telecom services, before a chance meeting with Shawn Doyle of ReleaseTEAM opened the door to tech sales and partnerships. What began as a cold pitch turned into an informal interview and eventually a career-defining opportunity. That early experience taught Beth the power of relationships and the importance of saying “yes” to unexpected opportunities.
Discovering the Power of Partnerships
At Release Team, Beth realized that partnerships weren’t just about closing deals, they were about bridging gaps between enterprise software vendors and customer success. By aligning IBM technology with consulting and training services, she saw firsthand how partnerships fuel customer outcomes. For her, sales provided the adrenaline, but partnerships became the “jet fuel” that scaled impact.
Scaling Partnerships at Loopio
When Loopio raised its Series B in 2021, Beth became the company’s first partnership hire. Her mandate? Build out the alliances function from scratch. Today, Loopio’s ecosystem spans professional services partners, technology integrations, and reseller relationships. By focusing on integrations with core systems like CRMs and working closely with services providers, Beth’s team ensures Loopio’s RFP automation platform connects seamlessly into broader sales workflows.
Prioritizing a Small but Mighty Team
With limited resources, prioritization is critical. Beth’s strategy is to stay tightly aligned with company-level goals, currently expanding top-of-funnel growth. That means leaning into joint go-to-market efforts with partners, while also deepening integration work to meet enterprise customer demands. One standout win, a joint business relationship with PwC, which now includes Loopio as an approved enabling technology.
Partnerships, Product, and CX
Beth emphasizes that partnerships thrive when connected with both product and customer success. Alignment with product ensures integrations enhance (not compete with) the roadmap. Collaboration with CX provides unfiltered insight into customer needs, helping identify when partner solutions can fill gaps. For Beth, partnerships act as the “speakerphone” for both customer and partner voices within the organization.
Advice for First-Time Partnership Leaders
For those stepping into their first partnerships role, Beth’s advice is clear:
1) Connect cross-functionally early. Talk to product, sales, and CX leaders to understand how partnerships can accelerate their goals.
2) Align with executive sponsors. Know who pushed for the alliances function and what they expect.
3) Set achievable milestones. Don’t take on “Google + Microsoft + AWS” all at once, focus on wins that prove value quickly.
4) Build relationships. As Cristina adds, investing in coffee chats (virtual or otherwise) can create the goodwill you’ll need when partnerships depend on other teams’ support.
People Buy from People They Like
Beth closes by reminding listeners that partnerships, like sales, are rooted in human connection. In a remote-first world, building trust and rapport matters more than ever. A strong ecosystem isn’t just about logos, it’s about relationships that make technology adoption easier for customers.
For more conversations on partnerships, integrations, and SaaS ecosystems, visit our site
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