Hockey Stick Advisory

What Hockey Stick Advisory does

Hockey Stick Advisory Pty Ltd is a Melbourne-based B2B advisory firm founded in 2022 by Bryan Williams, formerly head of Partnerships, Ecosystem & App Store at Xero across APAC. The firm serves growth-stage B2B technology and SaaS companies across Australia, New Zealand, and the broader APAC region that want to build or operationalize partnership ecosystems as a predictable growth channel. Its core offering is the trademarked Partnerships Framework™, a 36-week structured engagement that bundles ecosystem assessment, strategy design, and execution support, marketed as combining "proven methodologies with AI-powered enablement." The framework is reportedly used by 50+ B2B tech teams and is delivered alongside adjacent services including Partner Marketing (added in 2024), Speaking engagements, and VC Network introductions. Two annual research products — the APAC Partnership Insights Report (2025, with ChannelBoost) and the APAC Partnerships Salary Survey (2025, with Pointer Strategy) — function as category-defining content marketing assets.

Name

Hockey Stick Advisory

Legal name

Hockey Stick Advisory Pty Ltd

Website

https://hockeystickadvisory.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Hockey Stick Advisory is a Melbourne-based B2B advisory firm that helps growth-stage SaaS and tech companies across APAC build and operationalize partnership ecosystems via its trademarked 36-week Partnerships Framework™, Partner Marketing services, and APAC-focused research reports.

Ownership category

akta.pro rank

Product category

Partnership Strategy Consulting

NAICS

Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

akta.pro secondary industries

Corporate Development & Strategic Partnerships Advisory (JVs, Alliances, Carve-outs) (BPAHAOAG), Corporate Strategy Advisory (BPAHADAA)

Keywords

• Partnership strategy advisory
• Ecosystem consulting
• B2B SaaS consulting
• Partner program development
• Go-to-market advisory

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Project-based Consulting: One-off fixed fee pieces of work for initial scoping and ad hoc engagements. Projects are priced with 50% payment prior to commencement and remainder within 7 days upon completion.
2. Advisory Retainer Agreements: Monthly fee engagements providing access to Hockey Stick Advisory's knowledge, network, and expertise on a scheduled basis. Minimum 6-month commitment with 30 days notice for termination thereafter. Early cancellation requires 50% of monthly investment for remaining minimum period.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hockey Stick Advisory is a B2B consulting firm that helps growth-stage SaaS and technology companies design, build, and operationalize partnership ecosystems as a growth channel. Its core offering is the Partnerships Framework™, a 36-week structured engagement combining partnership methodologies with AI-powered enablement, delivered via advisory retainer agreements (minimum 6 months) and fixed-fee project engagements. Supporting services include partnership strategy advisory, partner marketing, speaking, and VC network access, plus annual APAC partnership research reports.

Product overview

Hockey Stick Advisory is a B2B advisory firm specializing in partnership ecosystem strategy for growth-stage SaaS companies. The core offering is the Partnerships Framework™, a 36-week structured engagement combining AI-powered enablement with proven partnership methodologies. Supporting services include Partnership Strategy advisory, Partner Marketing (led by Scott Cooper), Speaking engagements, and VC Network access. The company also produces annual research reports including the APAC Partnership Insights Report and APAC Partnerships Salary Survey. Service delivery operates through two models: Advisory Retainer Agreements (monthly access with 6-month minimum) and Project Consulting (fixed-fee engagements).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Partner-led deals close 35% faster than regular sales deals
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• ChannelBoostcoreStrategic or Co-development Partner · 1 January 2025Co-produced the 2025 APAC Partnership Insights & Growth Opportunities Report with ChannelBoost, surveying 50+ partnership leaders across APAC to uncover strategies driving success. Partnership for sharing follow-up materials related to the ChannelBoost 2025 ICP APAC Report.
• Pointer StrategycoreGTM or Marketing Partner · 1 January 2025Joint collaboration on APAC Partnerships Salary Survey 2025 report. Pointer Strategy is a recruitment firm specializing in go-to-market talent. Partnership for sharing follow-up materials related to the salary survey. Joint webinar delivery on benchmarking partnerships compensation.
• WorkSpanminorGTM or Marketing Partner · 1 January 2024Partner for The Elevation Tour ANZ Events alongside Partnership Leaders, events for partnership professionals to expand networks and share best practices across Australia and New Zealand.
• Partnership LeaderscoreGTM or Marketing Partner · 1 January 2024Active community partnership with the world's largest community of partnership professionals and leaders. Bryan Williams serves as Co-Head of APAC for Partner Leaders and participates in events including Catalyst Conference.
• Innovation BayminorStrategic or Co-development Partner · 1 January 2024Innovation Bay partnership launched after the #Inspire event in May 2024, focused on driving innovation and fostering a culture of exploration.
• XerominorChannel Partner/ Reseller/ DistributorBryan Williams previously led Ecosystem & App Store partnerships at Xero. Historical working relationship from Bryan's career before founding Hockey Stick Advisory.
• HubSpotminorChannel Partner/ Reseller/ DistributorBryan Williams maintains relationships in the HubSpot ecosystem. Scott Brinker (VP Platform Ecosystem, HubSpot) provided a testimonial on Bryan's expertise.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• PartnerStack: Partnership management and PRM platform built for SaaS companies running partner programmes. Overlaps with Hockey Stick Advisory on the strategy and operationalisation of partner ecosystems, but delivered as a software platform rather than advisory.
• Crossbeam: Ecosystem intelligence platform that helps B2B companies identify partner overlap and co-sell opportunities. Adjacent to Hockey Stick Advisory's partnership-strategy focus; both serve growth-stage SaaS firms building partner-led GTM motions.
• WorkSpan: Partner ecosystem management platform used by B2B tech firms (e.g., Microsoft, Google). Comparable to Hockey Stick Advisory in serving the same partnership-operations buyer; Hockey Stick Advisory is listed as an ecosystem partner via The Elevation Tour ANZ.
• Kiflo: Partnership management platform for SaaS companies running affiliate, referral, and reseller programmes. Adjacent peer serving the same partnerships-operations buyer that Hockey Stick Advisory advises.
• Allbound: PRM platform and partnerships community that publishes the Top Partnership Influencers list (which includes Hockey Stick Advisory's founder). Operates in the same partnership-ecosystem category from a software-and-media angle.

Others

• Partnership Leaders: Global community of partnership professionals with 1,500+ members. Not a consulting peer, but the flagship community Hockey Stick Advisory's founder co-leads in APAC — an ecosystem relationship rather than direct competition.

Broad incumbents

• Impact.com: Large partnership management platform spanning affiliate, influencer, and B2B partner programmes. A broader incumbent that addresses parts of the partner-operations problem Hockey Stick Advisory consults on, with a more productised offering.
• Accenture: Global professional services firm with deep ecosystem and platform-strategy practices. A broad incumbent that can bundle partnership-strategy work into larger transformation programmes, competing for the same enterprise buyer.
• Bain & Company: Global management consulting firm with practices covering strategy, M&A and ecosystem/partnership advisory. Represents the broad-incumbent competitive threat for large enterprise partnership-strategy mandates.

Direct peers

• ChannelBoost: APAC-focused partnership advisory and enablement firm. Most directly comparable peer — co-produces the 2025 APAC Partnership Insights Report with Hockey Stick Advisory and operates in the same regional partnership-strategy niche.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/BryanWi11iams
• LinkedInlinkedin.com/company/hockey-stick-advisory

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hockey Stick Advisory