Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

Photo by David Paschke on Unsplash

At a glance

Adam Morgan, Partner at eatbigfish, shares a framework outlining four key strategic needs to which collaboration can contribute a powerful answer.

Why it matters

A new collaboration framework can help marketers build a partnership strategy for growth that addresses business needs.


  • Identify the business need for collaboration and explore what partners might be able to help and what your business could offer in return.
  • Marketers need to be more paranoid about the challenges on the horizon. Collaboration can help give business greater scale, greater velocity and greater freshness.
  • Beware of being over reliant on particular resources such as marketing budgets or particular distribution. If that resource is taken away and you had to replace it with a collaboration, consider what it would look like and what new benefits it would offer.