Versori Voices: Gloria Reina 🗣️

Welcome to Versori Voices – our weekly series spotlighting fresh perspectives and real-world innovation. Each edition delivers practical insights, strategic thinking, and a behind-the-scenes look at how impact is made, straight from the people driving change

This week we are spotlighting Gloria Reina, Strategic Partnerships Manager at HowNow and founding partnership leader at x2 SaaS start ups. Gloria shares insight into how to overcome challenges in the partner eco-system, how to assess integration value and much more!

Q: What's one challenge in the partner ecosystem that we don't talk about enough?

A: In early-stage SaaS startups, one often overlooked challenge is not having a clear strategy from the outset, especially when partnerships are new to the business or it’s the first time a dedicated function is being introduced.

It’s easy to fall into the trap of “more is better,” signing as many partners as possible without truly understanding what types of partnerships align with your goals. Instead, the focus should be on thinking strategically: What outcomes are you aiming for in a year’s time? Is it brand awareness, revenue, new tech integrations, affiliates?

Set clear objectives, test different approaches, gather feedback, and, most importantly, start laying the right foundations early. Even if you don’t have a PRM system yet, use your CRM. If you only have a handful of partners, still create a simple onboarding experience. These small steps set the stage for scale.

You never know when momentum will hit, so thinking ahead about partner tiers, program structures, and scalable processes will ensure you're ready when it does. Success in partnerships isn’t about volume, it’s about building with intention from the very beginning.

Q: What's one piece of tech or process that's transformed how you manage partnerships?

A: One simple but transformative habit has been setting aside dedicated time each month to review and analyse partner performance reports. It’s easy to get caught up in the day-to-day, but taking a step back to look at the data regularly gives me a clearer view of potential risks, opportunities, and how to proactively align with the wider team.

This practice also inspired the creation of a monthly partner newsletter, something that’s become a key part of how we engage and communicate. It keeps partners informed about product updates, new features, upcoming roadmap highlights, and any key announcements. We also use it as a space to ask for input or share customer insights that could benefit them.

The response has been overwhelmingly positive. Partners now expect it and look forward to the updates. In some cases, we even tailor content depending on the partner tier or stage in the journey. It’s helped us build stronger, more transparent relationships and keeps everyone aligned on what we’re building together.

Q: How do you assess whether a potential integration will truly drive value?

A: I use a simple three-part litmus test to assess the value of any potential integration:

1. Customer pain: Does it solve a real, recurring problem or unlock new and meaningful use cases for our users? Our CSMs are invaluable here, they’re closest to the customer voice and often the first to validate the need and potential impact.

2. Technical fit and effort: Can the integration be implemented efficiently, ideally using existing APIs or other integrations? Alignment between both technical teams is key, so I make sure communication is documented, responsibilities are clear, and timelines are realistic from the start.

3. Co-growth potential: Are both sides equally invested in making the integration a success, through joint marketing, sales enablement, or co-selling? We focus on communicating the real value: time saved, problems solved, and how the solution differentiates us in the market.

I also map each opportunity on a simple impact vs. effort matrix. But ultimately, I only move forward when there’s mutual ROI and a shared commitment to go-to-market success.

Q: What's a common mistake SaaS companies make when launching new partner programs?

A: A common pitfall is assuming that once a partner is onboarded, they’ll automatically become a passionate advocate for your product. Especially in startups, there’s often a heavy focus on onboarding, then radio silence.

In reality, partnerships need ongoing support, just like customers do. That means continuous enablement, field-ready assets, and incentives that align with your partners’ revenue models. This is where dedicated Partner Success or Partner Account Management becomes crucial. Without it, programs stagnate and partner expectations go unmet.

The real value comes from building a rhythm of engagement: scheduled QBRs, shared Slack channels for collaboration across marketing, integrations, and customer success, and a joint calendar of activity: webinars, feedback loops, product updates. It’s not a one-time handshake; it’s a long-term relationship that grows with consistent, intentional effort.

To be featured in a Versori Voices article, reach out to sophie@versori.com!