A recommended approach for accelerating US growth through a repeatable partner-led route to market while reducing the risk of permanent organizational investment.
Business Challenge
MHR has built a strong product and technology partner ecosystem that enhances the People First platform, outside the U.S. The challenge facing the US business is different.
With a small commercial team, ambitious growth targets and an initial focus on Atlanta, MHR needs to establish market presence, create pipeline and build credibility while simultaneously recruiting and scaling the organisation.
Direct sales recruitment is essential, but recruitment alone is unlikely to create sufficient market reach in the short term. A complementary route to market is required—one that creates additional access to target accounts, leverages existing market relationships and accelerates commercial momentum.
Why Atlanta First?
Enterprise software businesses rarely win nationally first. They build momentum in a defined geography, establish reference customers, develop local relationships and create repeatable GTM plays before expanding into adjacent markets.
A partner-led strategy aligns naturally with this approach and provides a scalable foundation for future growth.
Recommended Approach
Rather than immediately recruiting into a newly created partnership role, establish and validate the capability first. The objective is not simply to create more partner relationships, but to build a Partner-Led Growth Capability that becomes a repeatable route to market.
Define the Ecosystem
Define the US partner ecosystem and priority partner categories. Identify and prioritise high-value target partners.
Develop Propositions
Develop partner-specific value propositions and create Partner-Led Growth Blueprints for priority partners.
Activate GTM
Support initial partner engagement and joint GTM activity. Establish repeatable processes, tools and success measures.
Recommend Structure
Recommend the long-term ownership model and organisational structure before committing to permanent headcount.
This approach enables MHR to validate the capability, learn from the market and define the permanent role before committing to long-term headcount.
Why Me?
This opportunity sits at the intersection of go-to-market strategy, partnership development, enterprise sales and marketing—not simply HR technology.
US & UK GTM Experience
Building and leading go-to-market initiatives in both the UK and US, and from the UK to the US.
Partner Ecosystem Development
Developing & worked in partner ecosystems around SAP, Oracle and Salesforce.
Senior Leadership Roles
Senior sales, marketing and consulting leadership roles across growth-stage technology and services businesses.
Atlanta Network
An established commercial network and market presence within Atlanta and the wider Southeast.
Deliverables
At the conclusion of the engagement MHR will have a fully established Partner-Led Growth Capability with the following deliverables:
📄 Strategy
A documented Partner-Led Growth Strategy.
🗺️ Ecosystem
A prioritised Atlanta partner ecosystem.
💡 Propositions
Partner-specific value propositions.
📋 Blueprints
Partner-Led Growth Blueprints for priority partners.
🤝 Engagement
Active engagement with initial strategic partners.
🚀 GTM Plays
Initial joint GTM plays in market.
🔁 Methodology
A repeatable methodology for expansion into other US regions.
🏗️ Org Design
Recommendations for longer-term organisation, ownership and recruitment.
Measuring Success
Success should be measured by capability creation and commercial momentum rather than immediate revenue.
Capability
Partner ecosystem defined.
Partner qualification framework established.
Partner value proposition framework completed.
Partner-Led Growth methodology documented.
Market Development
Priority partner targets identified.
Executive meetings secured.
Joint value propositions developed.
Initial GTM initiatives launched.
Commercial Progress
Opportunities
Partner-influenced opportunities identified.
Introductions
Strategic introductions into target accounts.
Pipeline
Partner-generated or partner-influenced pipeline.
Early Customers
Early customer opportunities attributable to the ecosystem.
Why This Delivery Model?
This proposal is not an alternative to recruiting. It is a lower-risk way of establishing the capability before deciding what the permanent organisation should become.
The Path Forward
A Partner-Led Growth Capability is the strategic foundation MHR USA needs to build market presence, accelerate pipeline and establish credibility in Atlanta—before scaling nationally.
Immediate Execution
No lengthy recruitment process. The capability is activated from day one.
Real Market Learning
Strategy shaped by live partner engagement and commercial experience, not assumptions.
Informed Hiring
MHR makes a better long-term hiring decision once the model is proven.
Establish → Validate → Optimise → Recruit (if required).
Establishing a Partner-Led Growth Capability for MHR USA