Hey everyone, today I'm joined by Barrett King.

Barrett has spent most of his career building agency-facing partnership programs at some of the biggest names in SaaS — HubSpot, Ramp, and now Close CRM, where he serves as Head of Partnerships.

What drew me to Barrett is that he thinks about partnerships the way most agency owners never do: as a deeply intentional relationship that should be defined clearly before a single deal is signed. He's seen agencies build $100M businesses through smart ecosystem alignment — and he's watched others stall out at $250K because they lost themselves chasing what a bigger vendor wanted.

In this episode, we discuss:

Why most agencies enter partnerships without ever defining what they actually want from them
The two biggest mistakes agencies make when partnering with SaaS companies
Why MCP and AI connectivity is changing what it means to be a strong agency partner right now
And more...

You can learn more about Barrett King on LinkedIn.

If you want to try to Close and get some added perks. Sign up through our affiliate link.

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104 Barrett King: How Agencies Win with Strategic SaaS Partnerships

Agency Forward