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  • The brief
  • Start here
  • Idea portfolio
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  • This week · 6
  • This quarter · 7
  • Big bets · 3
  • Wildcards · 4
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Generated Oct 22, 2026
  1. Programmable
  2. Playbooks
  3. AppDirect
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growth playbook · Oct 22, 2026

appdirect.com (opens in a new tab)

AppDirect growth playbook

Diagnosis

AppDirect has spent the past year assembling a full distribution stack, adding Tackle for cloud marketplaces and PartnerStack for partner programs, plus Soul Machines and CCI, and its hiring is about making that stack sell: a web and AI experience lead for "the front door to AppDirect and our subsidiary brands", marketing ops to integrate acquired companies in HubSpot, a seller growth director for partner integration and Tackle, three product marketers, and PartnerStack growth automation.

The website has not caught up. The homepage never mentions PartnerStack, the PRM and marketplace pages mention neither acquisition, the Tackle news link is broken, and AppDirect and PartnerStack both sell a PRM.

This playbook builds the combined front door first, then the cross-sell, routing, advisor and data plays that make the deals pay.

Growth Score

7/10

Biggest Opportunity

Sell the combined platform (own marketplace, partners, advisors and cloud marketplaces) to the 500+ software companies already on Tackle and PartnerStack.

Biggest Risk

If the brands keep selling separately, Pax8, CloudBlue, Impartner and the cloud GTM specialists win each route one at a time.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Put PartnerStack and Tackle on appdirect.com: one "routes to market" front door instead of three separate sites

    List every page and menu item that describes partner or marketplace selling across the three sites.

    High impact First result in 1 month
  2. 2

    Say which PRM is for whom: AppDirect's own partner management or PartnerStack

    Draft a one-line rule for which product leads.

    High impact First result in 1 month
  3. 3

    Refresh the homepage proof: replace the 2024 Forrester promo and the broken news link with this year's numbers

    Swap the hero proof block.

    Medium impact First result in 2 weeks

02

Your idea portfolio

20 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 6 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 2Big bets · 8Fill-ins · 7Reconsider · 3
Effort →

Showing 20 of 20 ideas

This week 6

Quick wins with a clear first action.

  • 01

    AppDirect's pitch since the PartnerStack and Tackle deals is one platform for "all direct and indirect go to market motions". The new web lead is hired to "curate the front door to AppDirect and our subsidiary brands". But appdirect.com's homepage never mentions PartnerStack, the PRM and Cloud Distribution items in the menu lead to AppReseller and AppDistribution pages that mention neither PartnerStack nor Tackle, and the homepage's Tackle news link is a 404. tackle.io does not mention AppDirect at all. A software company that wants partners, cloud marketplaces and its own store in one deal cannot see that offer anywhere.

    High impactMedium effort First result in 1 month Senior Manager

    First action

    List every page and menu item that describes partner or marketplace selling across the three sites.

    How to measure it

    Multi-route demo requests

    Now
    –
    Target
    50 a month
    By
    2 quarters

    Steps

    1. 1

      Inventory

      Partner and marketplace pages on all three sites.

      Senior Manager, Web Strategy & AI Experience 1 week

    2. 2

      Agree the story

      Which brand leads for which buyer.

      Product Marketing Manager 1 week

    3. 3

      Build the page

      Four motions, combined proof, one demo form.

      Senior Manager, Web Strategy & AI Experience 2 weeks

    4. 4

      Rewire links

      Menu, AppReseller, AppDistribution, homepage hero; fix the 404.

      Senior Manager, Web Strategy & AI Experience 2 days

    5. 5

      Cross-link brands

      "An AppDirect company" on partnerstack.com and tackle.io.

      Senior Manager, Web Strategy & AI Experience 1 week

    6. 6

      Route leads

      One HubSpot queue across brands.

      Marketing Operations Manager 2 weeks

    7. 7

      Measure

      Multi-route demos and pipeline.

      Marketing Operations Manager monthly

    First result
    1 month
    Cost
    Web team time
    Owner
    Senior Manager, Web Strategy & AI Experience

    Smallest test

    Fix the 404, add a "Routes to market" section to the homepage linking to all three brands, and count clicks for two weeks.

    Why it works

    Build one "Routes to market" page that shows the four motions side by side (your own marketplace and billing, partners and affiliates through PartnerStack, AWS, Azure and Google marketplaces through Tackle, and AppDirect's technology advisors) with the combined numbers (138,000+ partner network, $20B+ in marketplace transactions, 500+ Tackle customers). Link it from the menu, the AppReseller and AppDistribution pages and the homepage hero; add "an AppDirect company" links on partnerstack.com and tackle.io; send all three demo forms to one routed queue.

    The deals only create cross-sell if buyers can see the combined offer, and the brands' existing traffic becomes a referral source for each other.

    Ready to use

    ChecklistFront door checklist

    [ ] Homepage hero names partners, marketplaces and advisors
[ ] "Routes to market" page with four motions
[ ] AppReseller and AppDistribution link PartnerStack and Tackle
[ ] Broken Tackle news link replaced with the press release
[ ] "An AppDirect company" on partnerstack.com and tackle.io
[ ] One routed demo form across brands
[ ] Pipeline tagged by route

    Risks and how to handle them

    • Brand confusion for existing customers

      Keep partnerstack.com and tackle.io as product sites and position AppDirect as the platform behind them.

    • Overlapping products

      Settle which PRM leads for which buyer first (see idea 2).

    Evidence

    • Your websiteappdirect.com (checked October 21, 2026): the homepage never mentions PartnerStack; its menu sells "Partner Relationship Management: Sell through resellers" and "Cloud Distribution: Sell through third-party marketplaces", but the AppReseller and AppDistribution product pages do not mention PartnerStack or Tackle either. The homepage still promotes "AppDirect named a 2024 Forrester Wave Leader", and its news link "AppDirect Acquires Tackle.io..." points to a Subscription Insider URL that returns 404. A separate /appdirect-tackle-unite-contact page exists; we found no PartnerStack equivalent.Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringSenior Manager, Web Strategy & AI Experience (Toronto, posted September 11, 2026; Montreal posting also open): "All stakeholder experiences begin on our website and you will curate the front door to AppDirect and our subsidiary brands"; owns the corporate website, "LLM-aware content (AEO/GEO) and SEO strategy", "structured data, experimentation, and conversion testing", using AppDirect's own AI platform devs.ai.Source
    • Competitor researchThe acquired brands' own sites: partnerstack.com ("Drive growth with the only AI-native PRM") mentions AppDirect only in passing, and tackle.io ("Cloud GTM Success Starts Here") does not mention AppDirect at all. Meanwhile AppDirect's pricing page lists its own Partner Relationship Management features (partner registration, dashboards, partner-specific catalogs and pricing) in its plans, starting with AppDirect Starter at "$799 USD per month".Source
    • HiringMarketing Operations Manager (Montreal, posted September 25, 2026): owns "end-to-end lead management including lead capture, qualification, scoring, routing", and is "Owner of Hubspot / CRM strategy, building framework and processes for the integration of acquired companies".Source
  • 02

    AppDirect's pricing page lists its own Partner Relationship Management features, while PartnerStack sells itself as "the only AI-native PRM". A buyer comparing the two sites sees two answers to the same need from the same company.

    High impactLow effort First result in 1 month Product Marketing Manager

    First action

    Draft a one-line rule for which product leads.

    How to measure it

    PRM deals stalled on product choice

    Now
    –
    Target
    -50%
    By
    2 quarters

    Steps

    1. 1

      Interview

      Sales on overlap.

      Product Marketing Manager 1 week

    2. 2

      Define split

      By buyer type.

      Product Marketing Manager 1 week

    3. 3

      Update pages

      Both pricing pages.

      Senior Manager, Web Strategy & AI Experience 1 week

    4. 4

      Enablement

      Battlecard.

      Product Marketing Manager 1 week

    5. 5

      Analyst brief

      Explain the portfolio.

      Product Marketing Manager 1 month

    6. 6

      Review

      Win/loss by product.

      Product Marketing Manager quarterly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Write the rule and test it on five deals.

    Why it works

    Define the split (for example PartnerStack for SaaS partner and affiliate programs, AppReseller for telecom and reseller catalogs) and publish it on both pricing pages and in sales enablement, with a migration or bundle path.

    Clear positioning prevents lost deals and internal competition, and gives the PMMs a story for analysts.

    Risks and how to handle them

    • Teams disagree

      Decide at leadership level.

    Evidence

    • Competitor researchThe acquired brands' own sites: partnerstack.com ("Drive growth with the only AI-native PRM") mentions AppDirect only in passing, and tackle.io ("Cloud GTM Success Starts Here") does not mention AppDirect at all. Meanwhile AppDirect's pricing page lists its own Partner Relationship Management features (partner registration, dashboards, partner-specific catalogs and pricing) in its plans, starting with AppDirect Starter at "$799 USD per month".Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringThree Product Marketing Managers (posted August 26, September 10 and October 5, 2026), two as "the sole product marketing voice for the Business Unit" with analyst relations ("research firms such as Gartner"), win/loss and "advocacy programs and expansion-stage motions that support cross-sell across AppDirect's unified monetization platform"; one for the procurement suite, which serves "the technology advisors who sell from our platform, and the companies who purchase and manage that technology".Source
  • 03

    The homepage leads its proof with "a 2024 Forrester Wave Leader", and its Tackle news link is dead. The acquisitions give newer, bigger numbers.

    Medium impactLow effort First result in 2 weeks Product Marketing Manager

    First action

    Swap the hero proof block.

    How to measure it

    Homepage demo click rate

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Gather numbers

      Approved figures.

      Product Marketing Manager 2 days

    2. 2

      Logo consent

      Tackle customers.

      Partner Success Manager (Tackle) 2 weeks

    3. 3

      Update block

      Homepage.

      Senior Manager, Web Strategy & AI Experience 1 day

    4. 4

      Fix link

      Press release.

      Senior Manager, Web Strategy & AI Experience 1 hour

    5. 5

      Check pages

      Other dated badges.

      Senior Manager, Web Strategy & AI Experience 1 day

    6. 6

      Measure

      Click rate.

      Marketing Operations Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Product Marketing Manager

    Smallest test

    Fix the broken link today.

    Why it works

    Lead with current proof: 138,000+ partner network, $20B+ in cloud marketplace transactions, customers such as CrowdStrike and Snowflake (with consent), and the carrier logos. Keep the Forrester report as a secondary link.

    Fresh proof signals momentum, and buyers notice dated badges.

    Risks and how to handle them

    • Logo permissions

      Use only approved logos.

    Evidence

    • Your websiteappdirect.com (checked October 21, 2026): the homepage never mentions PartnerStack; its menu sells "Partner Relationship Management: Sell through resellers" and "Cloud Distribution: Sell through third-party marketplaces", but the AppReseller and AppDistribution product pages do not mention PartnerStack or Tackle either. The homepage still promotes "AppDirect named a 2024 Forrester Wave Leader", and its news link "AppDirect Acquires Tackle.io..." points to a Subscription Insider URL that returns 404. A separate /appdirect-tackle-unite-contact page exists; we found no PartnerStack equivalent.Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
    • Your websiteHomepage: title "Subscription Commerce Solutions for Digital Transformation" and meta description "AppDirect powers millions of cloud subscriptions worldwide with marketplace, billing, reseller, and distribution solutions", while the H1 reads "Where B2B commerce happens"; "Advisors grow faster with AppDirect"; "Proud to Partner with 300+ Software Companies"; logos include Rogers, Deutsche Telekom, Comcast Business, Vodafone, BT, Telstra and Swisscom; "Get a 30-day free trial in 30 seconds."Source
  • 04

    The PartnerStack growth hire builds "signal-triggered outbound sequences using Unify" from website visits. Visits to AppDirect's marketplace, Tackle's cloud GTM and PartnerStack's PRM pages by the same account are a strong sign of a multi-route buyer.

    High impactMedium effort First result in 1 month Growth Marketing & Automation…

    First action

    Connect the three sites' visit data by account.

    How to measure it

    Opportunities from cross-brand sequences

    Now
    –
    Target
    30 a quarter
    By
    2 quarters

    Steps

    1. 1

      Connect signals

      Three sites.

      Growth Marketing & Automation Specialist 2 weeks

    2. 2

      Rules

      Two-route trigger.

      Growth Marketing & Automation Specialist 1 week

    3. 3

      Copy

      Combined offer.

      Growth Marketing & Automation Specialist 1 week

    4. 4

      Sequences

      Unify and HubSpot.

      Growth Marketing & Automation Specialist 1 week

    5. 5

      Handoff

      To sales.

      Marketing Operations Manager 1 week

    6. 6

      Test

      Messaging variants.

      Growth Marketing & Automation Specialist monthly

    First result
    1 month
    Cost
    Tool costs
    Owner
    Growth Marketing & Automation Specialist

    Smallest test

    Run for one month on the top 100 accounts.

    Why it works

    Combine website visit signals from the three sites by account, trigger a sequence when an account views two routes, and personalize with the combined offer.

    Cross-brand intent is a signal only the combined company has.

    Risks and how to handle them

    • Privacy rules

      Follow consent settings on each site.

    Evidence

    • HiringGrowth Marketing & Automation Specialist at PartnerStack, an AppDirect company (Toronto, posted September 23, 2026): outbound, lifecycle and ABM plays for mid-market and enterprise accounts using "Unify, Clay, Claude, Zapier, HubSpot, and Salesforce", including "signal-triggered outbound sequences using Unify, converting real-time buying signals (e.g., website visits) into timely, automated outreach". PartnerStack has "over 500+ companies using PartnerStack".Source
    • Your websiteappdirect.com (checked October 21, 2026): the homepage never mentions PartnerStack; its menu sells "Partner Relationship Management: Sell through resellers" and "Cloud Distribution: Sell through third-party marketplaces", but the AppReseller and AppDistribution product pages do not mention PartnerStack or Tackle either. The homepage still promotes "AppDirect named a 2024 Forrester Wave Leader", and its news link "AppDirect Acquires Tackle.io..." points to a Subscription Insider URL that returns 404. A separate /appdirect-tackle-unite-contact page exists; we found no PartnerStack equivalent.Source
    • HiringMarketing Operations Manager (Montreal, posted September 25, 2026): owns "end-to-end lead management including lead capture, qualification, scoring, routing", and is "Owner of Hubspot / CRM strategy, building framework and processes for the integration of acquired companies".Source
  • 05

    The marketing ops manager owns HubSpot strategy for "the integration of acquired companies". Three brands with separate lead flows mean slow or duplicate follow-up.

    High impactMedium effort First result in 1 quarter Marketing Operations Manager

    First action

    Map today's three lead flows.

    How to measure it

    Median first response

    Now
    –
    Target
    under 1 hour
    By
    1 quarter

    Steps

    1. 1

      Map flows

      Three brands.

      Marketing Operations Manager 1 week

    2. 2

      Score

      One model.

      Marketing Operations Manager 1 month

    3. 3

      Route

      By route to market.

      Marketing Operations Manager 2 weeks

    4. 4

      Dedupe

      Shared accounts.

      Revenue Ops Systems Analyst 1 month

    5. 5

      Dashboard

      Shared.

      Marketing Operations Manager 2 weeks

    6. 6

      Train

      Sales.

      Marketing Operations Manager 1 week

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Marketing Operations Manager

    Smallest test

    Route one brand's leads with the new map.

    Why it works

    Build one scoring model and routing map: product interest, route to market, size, and existing customer of any brand, with SLAs and a shared dashboard.

    Fast, correct routing is the cheapest conversion gain after a merger.

    Risks and how to handle them

    • Data quality

      Clean before merging.

    Evidence

    • HiringMarketing Operations Manager (Montreal, posted September 25, 2026): owns "end-to-end lead management including lead capture, qualification, scoring, routing", and is "Owner of Hubspot / CRM strategy, building framework and processes for the integration of acquired companies".Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringGrowth Marketing & Automation Specialist at PartnerStack, an AppDirect company (Toronto, posted September 23, 2026): outbound, lifecycle and ABM plays for mid-market and enterprise accounts using "Unify, Clay, Claude, Zapier, HubSpot, and Salesforce", including "signal-triggered outbound sequences using Unify, converting real-time buying signals (e.g., website visits) into timely, automated outreach". PartnerStack has "over 500+ companies using PartnerStack".Source
  • 06

    The homepage H1 says "Where B2B commerce happens", but the title still reads "Subscription Commerce Solutions for Digital Transformation". The web lead owns AEO/GEO, and there is no llms.txt.

    Medium impactLow effort First result in 2 weeks Senior Manager

    First action

    Rewrite the title.

    How to measure it

    Homepage search click-through

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Title

      Rewrite.

      Senior Manager, Web Strategy & AI Experience 1 hour

    2. 2

      Description

      Rewrite.

      Senior Manager, Web Strategy & AI Experience 1 hour

    3. 3

      llms.txt

      All brands.

      Senior Manager, Web Strategy & AI Experience 1 day

    4. 4

      Top pages

      Same check.

      Senior Manager, Web Strategy & AI Experience 1 week

    5. 5

      French

      Same changes.

      Senior Manager, Web Strategy & AI Experience 1 week

    6. 6

      Measure

      Search Console.

      Senior Manager, Web Strategy & AI Experience monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Senior Manager, Web Strategy & AI Experience

    Smallest test

    Publish llms.txt today.

    Why it works

    Rewrite the title and description around B2B commerce, partners and cloud marketplaces, and publish an llms.txt that lists AppDirect, PartnerStack and Tackle products with one-line descriptions.

    Search and assistants learn what a company does from these few lines.

    Risks and how to handle them

    • Ranking dips

      Keep core terms.

    Evidence

    • Your websiteHomepage: title "Subscription Commerce Solutions for Digital Transformation" and meta description "AppDirect powers millions of cloud subscriptions worldwide with marketplace, billing, reseller, and distribution solutions", while the H1 reads "Where B2B commerce happens"; "Advisors grow faster with AppDirect"; "Proud to Partner with 300+ Software Companies"; logos include Rogers, Deutsche Telekom, Comcast Business, Vodafone, BT, Telstra and Swisscom; "Get a 30-day free trial in 30 seconds."Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • HiringSenior Manager, Web Strategy & AI Experience (Toronto, posted September 11, 2026; Montreal posting also open): "All stakeholder experiences begin on our website and you will curate the front door to AppDirect and our subsidiary brands"; owns the corporate website, "LLM-aware content (AEO/GEO) and SEO strategy", "structured data, experimentation, and conversion testing", using AppDirect's own AI platform devs.ai.Source

This quarter 7

The core plays for the next three months.

  • 07

    Tackle serves 500+ software companies such as CrowdStrike and Snowflake on cloud marketplaces; the seller growth director must grow GMV through "partner channels, co-sell motions". Those companies also sell through partners and advisors.

    High impactHigh effort First result in 2 quarters Director of Product Management

    First action

    Pick 20 Tackle customers with partner programs.

    How to measure it

    Multi-route Tackle customers

    Now
    –
    Target
    50
    By
    3 quarters

    Steps

    1. 1

      Pick accounts

      20.

      Partner Success Manager (Tackle) 2 weeks

    2. 2

      Bundle

      Pricing.

      Director of Product Management, Seller/Merchant Growth 1 month

    3. 3

      Syndication

      List once.

      Director of Product Management, Seller/Merchant Growth 1 quarter

    4. 4

      Pilot

      20 accounts.

      Partner Success Manager (Tackle) 1 quarter

    5. 5

      Case study

      First win.

      Product Marketing Manager 1 month

    6. 6

      Scale

      All customers.

      Director of Product Management, Seller/Merchant Growth 2 quarters

    First result
    2 quarters
    Cost
    Product time
    Owner
    Director of Product Management, Seller/Merchant Growth

    Smallest test

    Pitch five accounts.

    Why it works

    Offer Tackle customers a bundle: list once and syndicate to AppDirect's marketplaces and advisor network, plus PartnerStack for partners. Start with a pilot of 20 accounts managed by Tackle partner success.

    Existing customers are the cheapest growth after an acquisition.

    Risks and how to handle them

    • Integration gaps

      Pilot with manual steps first.

    Evidence

    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
    • HiringDirector of Product Management, Seller/Merchant Growth (Canada, posted August 21, 2026): set the roadmap "for AppDirect's partner integration and Tackle offerings", "grow NMV and GMV across the platform", and pull distribution levers: "catalog reach, discoverability, partner channels, co-sell motions", "packaging and incentives".Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
  • 08

    The seller growth director is asked to improve "discoverability". The homepage invites vendors to "List your products in the AppDirect Catalog". Better listings sell more through advisors and marketplaces.

    High impactMedium effort First result in 2 quarters Director of Product Management

    First action

    Score 50 listings by hand.

    How to measure it

    GMV per listing

    Now
    –
    Target
    +15%
    By
    2 quarters

    Steps

    1. 1

      Criteria

      Five.

      Director of Product Management, Seller/Merchant Growth 2 weeks

    2. 2

      Score

      All listings.

      Director of Product Management, Seller/Merchant Growth 1 month

    3. 3

      Vendor view

      Score and fixes.

      Director of Product Management, Seller/Merchant Growth 1 month

    4. 4

      Ranking

      Use score.

      Director of Product Management, Seller/Merchant Growth 1 month

    5. 5

      Advisor content

      For top listings.

      Product Marketing Manager, Procurement 1 month

    6. 6

      Measure

      GMV.

      Marketing Operations Manager monthly

    First result
    2 quarters
    Cost
    Product time
    Owner
    Director of Product Management, Seller/Merchant Growth

    Smallest test

    Score 50 listings.

    Why it works

    Score each listing (description, pricing clarity, images, advisor training, reviews), show vendors their score and fixes, and rank better listings higher.

    Vendors fix what they can see, and better listings raise GMV for everyone.

    Risks and how to handle them

    • Vendors object

      Explain and give help.

    Evidence

    • HiringDirector of Product Management, Seller/Merchant Growth (Canada, posted August 21, 2026): set the roadmap "for AppDirect's partner integration and Tackle offerings", "grow NMV and GMV across the platform", and pull distribution levers: "catalog reach, discoverability, partner channels, co-sell motions", "packaging and incentives".Source
    • Your websiteHomepage: title "Subscription Commerce Solutions for Digital Transformation" and meta description "AppDirect powers millions of cloud subscriptions worldwide with marketplace, billing, reseller, and distribution solutions", while the H1 reads "Where B2B commerce happens"; "Advisors grow faster with AppDirect"; "Proud to Partner with 300+ Software Companies"; logos include Rogers, Deutsche Telekom, Comcast Business, Vodafone, BT, Telstra and Swisscom; "Get a 30-day free trial in 30 seconds."Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
  • 09

    The blog already tells advisor wins, such as an energy deal across four states. The procurement PMM serves both advisors and buyers.

    High impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Pick next month's deal.

    How to measure it

    Advisor deals

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Pick deals

      Monthly.

      Product Marketing Manager, Procurement monthly

    2. 2

      Interview

      Advisor.

      Product Marketing Manager, Procurement monthly

    3. 3

      Write

      Two versions.

      Product Marketing Manager, Procurement monthly

    4. 4

      Distribute

      Newsletter and toolkits.

      Product Marketing Manager, Procurement monthly

    5. 5

      Sales

      Share.

      Account Executive Inbound ongoing

    6. 6

      Measure

      Deals.

      Marketing Operations Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Product Marketing Manager, Procurement

    Smallest test

    Publish one story.

    Why it works

    Publish one deal story a month with the numbers, a version for advisors (how to repeat it) and one for buyers (what they saved), and send it through the advisor newsletter and toolkits.

    Peer wins teach advisors and sell buyers at the same time.

    Risks and how to handle them

    • Customer consent

      Anonymize where needed.

    Evidence

    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • HiringThree Product Marketing Managers (posted August 26, September 10 and October 5, 2026), two as "the sole product marketing voice for the Business Unit" with analyst relations ("research firms such as Gartner"), win/loss and "advocacy programs and expansion-stage motions that support cross-sell across AppDirect's unified monetization platform"; one for the procurement suite, which serves "the technology advisors who sell from our platform, and the companies who purchase and manage that technology".Source
    • HiringAccount Executive Inbound (Chicago, posted August 17, 2026): "Handle approximately 20-30 inbound calls per day from customers generated through advisor-led marketing campaigns", selling connectivity "on behalf of carrier partners such as Spectrum, Comcast, and Verizon", managed in HubSpot. Energy roles are also open: an Enterprise Account Executive - Energy Industry (Calgary) and Account Manager Associates - Energy Industry (Westlake, Texas).Source
  • 10

    The inbound AE handles 20-30 calls a day from advisor-led campaigns. Without call tracking per campaign, advisors cannot see which campaigns pay.

    High impactLow effort First result in 1 quarter Account Executive Inbound

    First action

    Add tracked numbers to the next five campaigns.

    How to measure it

    Inbound close rate

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Numbers

      Tracked.

      Marketing Operations Manager 2 weeks

    2. 2

      Log

      HubSpot.

      Marketing Operations Manager 1 week

    3. 3

      Report

      Advisors.

      Marketing Operations Manager 1 month

    4. 4

      Coach

      Advisors.

      Channel Manager monthly

    5. 5

      Optimize

      Campaigns.

      Product Marketing Manager, Procurement monthly

    6. 6

      Review

      Quarterly.

      Marketing Operations Manager quarterly

    First result
    1 quarter
    Cost
    Call tracking costs
    Owner
    Account Executive Inbound

    Smallest test

    Track five campaigns.

    Why it works

    Give each advisor campaign a tracked number or link, log calls and closes per campaign in HubSpot, and show advisors their results.

    Advisors double down on campaigns that work, which feeds the inbound team.

    Risks and how to handle them

    • Number confusion

      Keep one number per campaign.

    Evidence

    • HiringAccount Executive Inbound (Chicago, posted August 17, 2026): "Handle approximately 20-30 inbound calls per day from customers generated through advisor-led marketing campaigns", selling connectivity "on behalf of carrier partners such as Spectrum, Comcast, and Verizon", managed in HubSpot. Energy roles are also open: an Enterprise Account Executive - Energy Industry (Calgary) and Account Manager Associates - Energy Industry (Westlake, Texas).Source
    • HiringMarketing Operations Manager (Montreal, posted September 25, 2026): owns "end-to-end lead management including lead capture, qualification, scoring, routing", and is "Owner of Hubspot / CRM strategy, building framework and processes for the integration of acquired companies".Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
  • 11

    The web lead is asked to use devs.ai and embed AI in customer experiences, and AppDirect is hiring AEs for devs.ai. The website is the best demo of the product.

    Medium impactMedium effort First result in 1 quarter Senior Manager

    First action

    List the top 50 questions from sales calls.

    How to measure it

    Assistant demos

    Now
    –
    Target
    40 a month
    By
    2 quarters

    Steps

    1. 1

      Questions

      Top 50.

      Product Marketing Manager 1 week

    2. 2

      Build

      devs.ai.

      Senior Manager, Web Strategy & AI Experience 1 month

    3. 3

      Guardrails

      Pricing answers.

      Senior Manager, Web Strategy & AI Experience 2 weeks

    4. 4

      Launch

      Site.

      Senior Manager, Web Strategy & AI Experience 1 week

    5. 5

      Sell

      Use as demo.

      Account Executive, Devs.ai ongoing

    6. 6

      Measure

      Demos.

      Marketing Operations Manager monthly

    First result
    1 quarter
    Cost
    Platform time
    Owner
    Senior Manager, Web Strategy & AI Experience

    Smallest test

    Launch on the pricing page.

    Why it works

    Build an assistant on appdirect.com with devs.ai that answers product and pricing questions across the three brands and books demos, labeled "built with devs.ai".

    It shortens the path to a demo and sells devs.ai at the same time.

    Risks and how to handle them

    • Wrong answers

      Review logs weekly.

    Evidence

    • HiringSenior Manager, Web Strategy & AI Experience (Toronto, posted September 11, 2026; Montreal posting also open): "All stakeholder experiences begin on our website and you will curate the front door to AppDirect and our subsidiary brands"; owns the corporate website, "LLM-aware content (AEO/GEO) and SEO strategy", "structured data, experimentation, and conversion testing", using AppDirect's own AI platform devs.ai.Source
    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
    • Your websiteappdirect.com (checked October 21, 2026): the homepage never mentions PartnerStack; its menu sells "Partner Relationship Management: Sell through resellers" and "Cloud Distribution: Sell through third-party marketplaces", but the AppReseller and AppDistribution product pages do not mention PartnerStack or Tackle either. The homepage still promotes "AppDirect named a 2024 Forrester Wave Leader", and its news link "AppDirect Acquires Tackle.io..." points to a Subscription Insider URL that returns 404. A separate /appdirect-tackle-unite-contact page exists; we found no PartnerStack equivalent.Source
  • 12

    The PMMs own win/loss and analyst relations per business unit. The homepage's lead analyst proof is from 2024.

    Medium impactMedium effort First result in 1 quarter Product Marketing Manager

    First action

    Schedule ten interviews.

    How to measure it

    Competitive win rate

    Now
    –
    Target
    +5 points
    By
    3 quarters

    Steps

    1. 1

      Interviews

      10 a month.

      Product Marketing Manager monthly

    2. 2

      Summary

      Quarterly.

      Product Marketing Manager quarterly

    3. 3

      Briefings

      Analysts.

      Product Marketing Manager quarterly

    4. 4

      Competitor comparisons

      Update.

      Product Marketing Manager quarterly

    5. 5

      Roadmap

      Feed.

      Director of Product Management, Seller/Merchant Growth quarterly

    6. 6

      Measure

      Win rate.

      Marketing Operations Manager quarterly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Run five interviews.

    Why it works

    Run 10 win/loss interviews a month across brands, publish a quarterly summary, and use it for Gartner and Forrester briefings on the combined platform.

    Analysts evaluate portfolios, and win/loss shows where the combined story wins.

    Risks and how to handle them

    • Low response

      Offer incentives.

    Evidence

    • HiringThree Product Marketing Managers (posted August 26, September 10 and October 5, 2026), two as "the sole product marketing voice for the Business Unit" with analyst relations ("research firms such as Gartner"), win/loss and "advocacy programs and expansion-stage motions that support cross-sell across AppDirect's unified monetization platform"; one for the procurement suite, which serves "the technology advisors who sell from our platform, and the companies who purchase and manage that technology".Source
    • Your websiteappdirect.com (checked October 21, 2026): the homepage never mentions PartnerStack; its menu sells "Partner Relationship Management: Sell through resellers" and "Cloud Distribution: Sell through third-party marketplaces", but the AppReseller and AppDistribution product pages do not mention PartnerStack or Tackle either. The homepage still promotes "AppDirect named a 2024 Forrester Wave Leader", and its news link "AppDirect Acquires Tackle.io..." points to a Subscription Insider URL that returns 404. A separate /appdirect-tackle-unite-contact page exists; we found no PartnerStack equivalent.Source
    • Competitor researchRivals' own homepages: Pax8, "One cloud marketplace. Infinite growth." for partners serving small businesses; CloudBlue, "The Monetization Platform"; Impartner, "Powering Partner Ecosystem Growth" (PRM); Telarus, a "technology services distributor" for technology advisors.Source
  • 13

    The sitemap still lists 47 Decoding Digital pages and 21 landing pages last updated in 2023. Old pages dilute what search and assistants learn about AppDirect today.

    Medium impactLow effort First result in 1 month Senior Manager

    First action

    List the 68 pages by traffic.

    How to measure it

    Organic sessions to product pages

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      List

      Traffic.

      Senior Manager, Web Strategy & AI Experience 1 day

    2. 2

      Decide

      Keep or redirect.

      Senior Manager, Web Strategy & AI Experience 1 week

    3. 3

      Refresh

      Top episodes.

      Product Marketing Manager 2 weeks

    4. 4

      Redirect

      Rest.

      Senior Manager, Web Strategy & AI Experience 1 day

    5. 5

      Sitemap

      Update.

      Senior Manager, Web Strategy & AI Experience 1 day

    6. 6

      Measure

      Sessions.

      Senior Manager, Web Strategy & AI Experience monthly

    First result
    1 month
    Cost
    $0
    Owner
    Senior Manager, Web Strategy & AI Experience

    Smallest test

    Redirect ten landing pages.

    Why it works

    Keep the best podcast episodes with new summaries, redirect the rest, and retire landing pages from finished campaigns.

    A cleaner site helps AEO and keeps visitors on current offers.

    Risks and how to handle them

    • Losing links

      Redirect to closest page.

    Evidence

    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • HiringSenior Manager, Web Strategy & AI Experience (Toronto, posted September 11, 2026; Montreal posting also open): "All stakeholder experiences begin on our website and you will curate the front door to AppDirect and our subsidiary brands"; owns the corporate website, "LLM-aware content (AEO/GEO) and SEO strategy", "structured data, experimentation, and conversion testing", using AppDirect's own AI platform devs.ai.Source

Big bets 3

Larger plays that can change the trajectory.

  • 14

    Tackle already publishes a State of Cloud GTM report; PartnerStack runs a 138,000+ partner network; AppDirect has advisor and marketplace data. No one else can combine all three.

    High impactHigh effort First result in 3 quarters Product Marketing Manager

    First action

    Pick ten questions.

    How to measure it

    Downloads

    Now
    –
    Target
    10,000
    By
    1 year

    Steps

    1. 1

      Questions

      Ten.

      Product Marketing Manager 2 weeks

    2. 2

      Data

      Three brands.

      Marketing Operations Manager 2 months

    3. 3

      Privacy

      Aggregate.

      Legal 1 month

    4. 4

      Write

      Report.

      Product Marketing Manager 1 month

    5. 5

      Launch

      Thrive.

      Product Marketing Manager 1 month

    6. 6

      Sell

      Enablement.

      Product Marketing Manager ongoing

    First result
    3 quarters
    Cost
    Analyst time
    Owner
    Product Marketing Manager

    Smallest test

    Publish one chart.

    Why it works

    Publish one report on direct, partner, advisor and cloud marketplace sales: share of revenue, deal size and growth by route, with a launch event at Thrive.

    Original data earns press, analyst attention and AI citations for the combined story.

    Risks and how to handle them

    • Data access across brands

      Start with Tackle's report as base.

    Evidence

    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
  • 15

    The seller growth director owns partner integration and Tackle offerings, with the goal of more GMV. Sellers today manage each route in a different product.

    High impactHigh effort First result in 4 quarters Director of Product Management

    First action

    Design the console with five sellers.

    How to measure it

    Multi-route sellers

    Now
    –
    Target
    +30%
    By
    4 quarters

    Steps

    1. 1

      Research

      Five sellers.

      Director of Product Management, Seller/Merchant Growth 1 month

    2. 2

      Design

      Console.

      Director of Product Management, Seller/Merchant Growth 1 month

    3. 3

      Data

      Join routes.

      Director of Product Management, Seller/Merchant Growth 2 quarters

    4. 4

      Beta

      20 sellers.

      Partner Success Manager (Tackle) 1 quarter

    5. 5

      Launch

      All.

      Director of Product Management, Seller/Merchant Growth 1 quarter

    6. 6

      Measure

      Adoption.

      Marketing Operations Manager monthly

    First result
    4 quarters
    Cost
    Engineering time
    Owner
    Director of Product Management, Seller/Merchant Growth

    Smallest test

    Prototype with five sellers.

    Why it works

    Build one view where a software company sees revenue, pipeline and listings across its marketplace, partners, advisors and clouds, with next-best actions.

    A single console makes the combined platform real and raises switching costs.

    Risks and how to handle them

    • Scope creep

      Start with read-only view.

    Evidence

    • HiringDirector of Product Management, Seller/Merchant Growth (Canada, posted August 21, 2026): set the roadmap "for AppDirect's partner integration and Tackle offerings", "grow NMV and GMV across the platform", and pull distribution levers: "catalog reach, discoverability, partner channels, co-sell motions", "packaging and incentives".Source
    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
  • 16

    AppDirect is hiring energy account roles in Calgary and Texas, and advisors already win energy contracts. Energy is a recurring, high-value category for advisors.

    Medium impactHigh effort First result in 3 quarters Enterprise Account Executive…

    First action

    List energy suppliers and advisor demand.

    How to measure it

    Energy GMV

    Now
    –
    Target
    +25%
    By
    4 quarters

    Steps

    1. 1

      Suppliers

      List.

      Enterprise Account Executive - Energy Industry 1 month

    2. 2

      Offers

      Package.

      Product Marketing Manager, Procurement 1 month

    3. 3

      Training

      Academy.

      Product Marketing Manager, Procurement 1 month

    4. 4

      Buyer page

      Energy.

      Senior Manager, Web Strategy & AI Experience 2 weeks

    5. 5

      Launch

      Advisors.

      Channel Manager 1 quarter

    6. 6

      Measure

      GMV.

      Marketing Operations Manager monthly

    First result
    3 quarters
    Cost
    Program costs
    Owner
    Enterprise Account Executive Energy Industry

    Smallest test

    Pilot in Alberta.

    Why it works

    Package energy offers for advisors in deregulated markets (Alberta, Texas) with the energy seller tool, training and a buyer-facing page, and track energy GMV.

    It extends the advisor model to a new recurring category.

    Risks and how to handle them

    • Regulation

      Market by market.

    Evidence

    • HiringAccount Executive Inbound (Chicago, posted August 17, 2026): "Handle approximately 20-30 inbound calls per day from customers generated through advisor-led marketing campaigns", selling connectivity "on behalf of carrier partners such as Spectrum, Comcast, and Verizon", managed in HubSpot. Energy roles are also open: an Enterprise Account Executive - Energy Industry (Calgary) and Account Manager Associates - Energy Industry (Westlake, Texas).Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source

Wildcards 4

Unexpected experiments, each with a cheap way to test it.

  • 17

    PartnerStack runs a 138,000+ partner network; AppDirect's catalog has software, connectivity and energy. Some of those partners could resell more.

    Medium impactLow effort First result in 1 quarter Growth Marketing & Automation…

    First action

    Segment partners serving SMBs.

    How to measure it

    New advisors

    Now
    –
    Target
    200
    By
    3 quarters

    Steps

    1. 1

      Segment

      SMB partners.

      Growth Marketing & Automation Specialist 2 weeks

    2. 2

      Offer

      Fast start.

      Channel Manager 1 month

    3. 3

      Campaign

      Email.

      Growth Marketing & Automation Specialist 1 month

    4. 4

      Onboard

      Academy.

      Product Marketing Manager, Procurement ongoing

    5. 5

      Support

      Channel managers.

      Channel Manager ongoing

    6. 6

      Measure

      Deals.

      Marketing Operations Manager monthly

    First result
    1 quarter
    Cost
    Commission costs
    Owner
    Growth Marketing & Automation Specialist

    Smallest test

    Invite 500 partners.

    Why it works

    Invite PartnerStack partners who serve SMBs into the AppDirect advisor program, with a fast-start path and commissions.

    It grows the advisor base with partners who already sell software.

    Risks and how to handle them

    • Channel conflict

      Clear rules.

    Evidence

    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringGrowth Marketing & Automation Specialist at PartnerStack, an AppDirect company (Toronto, posted September 23, 2026): outbound, lifecycle and ABM plays for mid-market and enterprise accounts using "Unify, Clay, Claude, Zapier, HubSpot, and Salesforce", including "signal-triggered outbound sequences using Unify, converting real-time buying signals (e.g., website visits) into timely, automated outreach". PartnerStack has "over 500+ companies using PartnerStack".Source
    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
  • 18

    AppDirect runs informal advisor events such as a virtual poker tournament with a partner and regional events. Advisors join communities, not just programs.

    Medium impactLow effort First result in 1 quarter Channel Manager

    First action

    Plan the next quarter's events.

    How to measure it

    Event-recruited advisors

    Now
    –
    Target
    50 a quarter
    By
    2 quarters

    Steps

    1. 1

      Calendar

      Quarterly.

      Channel Manager 2 weeks

    2. 2

      Partners

      Co-hosts.

      Channel Manager 1 month

    3. 3

      Training slot

      Each event.

      Product Marketing Manager, Procurement ongoing

    4. 4

      Offer

      Recruiting.

      Channel Manager ongoing

    5. 5

      Follow-up

      HubSpot.

      Marketing Operations Manager ongoing

    6. 6

      Measure

      Recruits.

      Marketing Operations Manager quarterly

    First result
    1 quarter
    Cost
    Event costs
    Owner
    Channel Manager

    Smallest test

    Run one event.

    Why it works

    Run a quarterly calendar of light social events by region, each with a short training slot and a recruiting offer.

    Relationships drive advisor loyalty in a competitive distributor market.

    Risks and how to handle them

    • Low turnout

      Co-host with partners.

    Evidence

    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • Competitor researchRivals' own homepages: Pax8, "One cloud marketplace. Infinite growth." for partners serving small businesses; CloudBlue, "The Monetization Platform"; Impartner, "Powering Partner Ecosystem Growth" (PRM); Telarus, a "technology services distributor" for technology advisors.Source
  • 19

    AppDirect acquired Soul Machines to expand enterprise AI experiences for advisors. Advisors need help explaining complex offers to buyers.

    Medium impactLow effort First result in 1 quarter Account Executive

    First action

    Pick one offer to explain.

    How to measure it

    Pilot advisors

    Now
    –
    Target
    10
    By
    1 quarter

    Steps

    1. 1

      Offer

      Pick.

      Product Marketing Manager, Procurement 1 week

    2. 2

      Script

      Write.

      Product Marketing Manager, Procurement 2 weeks

    3. 3

      Build

      Demo.

      Account Executive, Devs.ai 1 month

    4. 4

      Pilot

      10 advisors.

      Channel Manager 1 month

    5. 5

      Feedback

      Collect.

      Product Marketing Manager, Procurement 2 weeks

    6. 6

      Decide

      Scale.

      Director of Product Management, Seller/Merchant Growth 1 week

    First result
    1 quarter
    Cost
    Platform time
    Owner
    Account Executive, Devs.ai

    Smallest test

    Show the demo at one event.

    Why it works

    Build a demo where a digital human explains a connectivity or energy offer to a buyer, and test it with ten advisors.

    A visible use case makes the acquisition tangible to advisors.

    Risks and how to handle them

    • Novelty wears off

      Measure deal impact.

    Evidence

    • News coverageAppDirect press releases: on April 14, 2026 it acquired PartnerStack, uniting "Partnerstack's 138,000+ B2B partner network and leading PRM platform" with AppDirect's marketplace infrastructure, building on Tackle, "the cloud go-to-market platform supporting over $20 billion in cloud hyperscaler marketplace transactions" (agreement announced December 1, 2025). In September 2026 it also announced the acquisitions of Soul Machines and CCI Network Services.Source
    • HiringTackle Partner Success Manager (posted October 20, 2026): Tackle "serves more than 500 software companies - including CrowdStrike, Snowflake, New Relic, and Snyk" and helps them "transact efficiently at scale through AWS, Google Cloud, and Microsoft". Also open: Account Executive, Devs.ai and AI Platform Product Sales Specialist (Devs.ai), Hyperscaler Product Sales Specialist, AI & Microsoft Business Development Specialist.Source
  • 20

    AppDirect has an advisor locator and connectivity tools, and inbound calls come from advisor campaigns. Buyers who arrive directly may want local help.

    Medium impactLow effort First result in 1 month Senior Manager

    First action

    Add the path to one buyer page.

    How to measure it

    Matched leads

    Now
    –
    Target
    100 a month
    By
    2 quarters

    Steps

    1. 1

      Path

      Buyer pages.

      Senior Manager, Web Strategy & AI Experience 2 weeks

    2. 2

      Matching

      By region and category.

      Marketing Operations Manager 1 month

    3. 3

      Advisor SLA

      Response.

      Channel Manager 2 weeks

    4. 4

      Track

      Closes.

      Marketing Operations Manager 1 month

    5. 5

      Report

      Advisors.

      Marketing Operations Manager monthly

    6. 6

      Expand

      More pages.

      Senior Manager, Web Strategy & AI Experience 1 quarter

    First result
    1 month
    Cost
    Staff time only
    Owner
    Senior Manager, Web Strategy & AI Experience

    Smallest test

    Pilot on the connectivity page.

    Why it works

    Add a "talk to an advisor near you" path on buyer pages, route the lead to a matched advisor, and track closes.

    It turns direct traffic into advisor deals and strengthens the advisor promise.

    Risks and how to handle them

    • Slow advisors

      Re-route after 24 hours.

    Evidence

    • Your websiteSitemap (1,200 URLs): 278 blog posts (latest October 2026, including advisor wins such as "How an Advisor Locked in Energy Contracts with a Steel Manufacturer Across Four States"), 164 customer pages, Thrive 2026 posts, advisor tools (academy, connectivity quotes, connectivity locator, energy seller, an advisor locator) and customer marketing toolkits (AI, SaaS, energy); 47 "Decoding Digital" podcast pages last updated in 2023 and 21 /lp landing pages last updated in 2023. No llms.txt (404); English and French versions.Source
    • HiringAccount Executive Inbound (Chicago, posted August 17, 2026): "Handle approximately 20-30 inbound calls per day from customers generated through advisor-led marketing campaigns", selling connectivity "on behalf of carrier partners such as Spectrum, Comcast, and Verizon", managed in HubSpot. Energy roles are also open: an Enterprise Account Executive - Energy Industry (Calgary) and Account Manager Associates - Energy Industry (Westlake, Texas).Source
    • Your websiteHomepage: title "Subscription Commerce Solutions for Digital Transformation" and meta description "AppDirect powers millions of cloud subscriptions worldwide with marketplace, billing, reseller, and distribution solutions", while the H1 reads "Where B2B commerce happens"; "Advisors grow faster with AppDirect"; "Proud to Partner with 300+ Software Companies"; logos include Rogers, Deutsche Telekom, Comcast Business, Vodafone, BT, Telstra and Swisscom; "Get a 30-day free trial in 30 seconds."Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableInfo

Turn the research into a list you can act on

These ideas start with finding the right companies. Info finds them and the right person at each, researches every one and drafts the outreach, then asks before it sends.

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ProgrammableDigital

Show AppDirect’s product working

Turn screenshots or the website into an animated product demo in its own brand, for the homepage, launch posts and outreach in this playbook.

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Other companies we have researched, each read from what they are hiring for.

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 22, 2026, and cites them throughout. AppDirect did not commission, review or endorse it, and Programmable is not affiliated with AppDirect. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how AppDirect runs its business.

Something wrong, or do you represent AppDirect? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Routes-to-market front door, PRM positioning, homepage proof, cross-brand signals, one lead routing map, title and llms.txt; add the advisor path for buyers.

  2. Days 31 to 609 ideas

    Tackle cross-sell, listing quality, advisor deal stories, campaign call tracking, a devs.ai assistant, win/loss and old page cleanup; recruit from PartnerStack and run advisor events.

  3. Days 61 to 904 ideas

    A State of Partner-Led Growth report, one seller console, an energy go-to-market, and a Soul Machines advisor demo.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value one catalog for software, connectivity and energy. The most cited problem: managing many routes to market separately.

  • White-label marketplaces for carriers
  • Complex quoting across carriers
  • In their words: “routes to market”

Market

Competitive landscape

4 competitors compared: Pax8, CloudBlue, Impartner and Telarus.

  • Gap to exploit: One platform across own, partner, advisor and cloud marketplaces
  • Pax8: Less white-label for carriers
  • CloudBlue: No advisor network

Hiring signals

AppDirect is hiring to make its acquisitions sell together.

  • Senior Manager, Web Strategy & AI Experience: Front door to AppDirect and subsidiary brands. Ideas 1, 6, 11, 13, 20.
  • Marketing Operations Manager: HubSpot integration of acquired companies. Ideas 5, 10.
  • Director of Product Management, Seller/Merchant Growth: Partner integration and Tackle offerings. Ideas 7, 8, 15.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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