When I hop on a Zoom call with founders, their go-to-market plan is often a familiar refrain: “We’re going to run ads.” Oof. Running ads is a tactic, not a strategy. It's like using a flashy new tool without a blueprint—sure, it might get you some attention, but it’s not going to build a solid foundation for your business. What really makes the wheels turn? Alliances. Smart partnerships are the key to driving profits without the ad spend. Let’s dive into why partnerships beat ads, and how to build a killer partner program from scratch.