Searching for Cookies in a Cookieless world

Partner and Product Managers: The Key to Audience Data in a Cookieless World

Sivakumar M.S
5 min readJul 28, 2023


In the early years of the digital revolution, products experienced unprecedented growth through social media-based strategies. However, the landscape has shifted dramatically as data privacy concerns have taken center stage. Users are now more cautious about sharing their personal information, leading to a slowdown in the once-thriving social media-based growth trajectories. Additionally, the impending “cookie problem” looms as new regulations and user preferences challenge traditional methods of data tracking for digital-based growth

Data privacy concerns

As data privacy concerns continue to grow, products are finding it increasingly difficult to sustain their previous growth rates. Users are more aware of the value of their personal data and are increasingly hesitant to share it freely. Furthermore, new regulations and user preferences are ushering in the “cookie problem,” where traditional methods of data tracking, such as website cookies, face scrutiny, and limitations. As a result, products are faced with a challenge: How can they continue to expand their user base and deliver personalized experiences without compromising user privacy?

Will a “product-led” motion only help?

Network effects are a critical factor in driving growth and success for products in today’s interconnected world. The significance of “value” in network effects cannot be overstated. When a product delivers tangible value to its users, it inherently attracts more users, creating a virtuous cycle of growth. However, relying solely on the product’s inherent capabilities may not be enough to fully leverage network effects.

One such example is OpenAPI, an industry-standard interface that allows products to collaborate seamlessly with third-party developers. By opening their APIs, products can harness the creativity and expertise of external developers, resulting in a wealth of new applications and integrations that enhance user experiences. While techniques like OpenAPI are very user-driven" and likely or unlikely to be referred up to the decision maker, companies cannot solely rely on PLG to achieve the desired results Companies can explore additional levers to enhance distribution and drive exponential growth

Adding that extra “human” tissue to the sales muscle:

Human involvement is thus sought to further companies' efforts to achieve the desired results. An avenue to amplify the power of distribution is by introducing “partner managers” as an additional layer to the traditional sales muscle. Partner managers can serve as the bridge between the company and its strategic partners, ensuring smooth collaboration, and maximizing the value derived from partner ecosystems. These skilled professionals are responsible for nurturing and strengthening partnerships, optimizing distribution channels, and capitalizing on the potential of network effects through symbiotic collaborations with both external and internal stakeholders, including product managers.

Utilizing Partner Product Data for Customer Acquisition and Growth

In the realm of co-go-to-market strategies, data plays a pivotal role in helping SaaS providers effectively win over new customers and grow existing accounts. When partnering with other companies, SaaS providers can leverage the data from their partner’s products to gain valuable insights into customer behavior, preferences, and pain points. This data-driven approach enables them to offer new, value-added services to the market together, enhancing customer experiences and driving sustainable growth.

In addition to the normal activities of a partner manager, such as scouting for new partners, establishing cadence, and managing partnerships, they also play a crucial role in harnessing the potential of partner product data for customer acquisition and growth. Partner managers need to be proactive in identifying and exploring the data generated by partner products, understanding how it can be used to enhance the go-to-market (GTM) strategy, and improving the overall customer experience along with the product managers. Partner managers can use partner product data to gain deeper insights into their joint customers, which can then be used to improve marketing and sales efforts. Some initiatives could be:

  1. Customer Insights and Targeting:

By integrating data from partner products, SaaS providers can obtain a more comprehensive view of their joint customers. Combining customer data from both products allows for a deeper understanding of user behavior and preferences. Armed with this knowledge, SaaS providers can tailor their marketing and sales efforts more effectively. For instance, a CRM software provider partnering with an e-commerce product can analyze customer buying patterns and tailor targeted promotions or personalized offers, leading to increased customer satisfaction and loyalty.

2. Upselling and Cross-Selling Opportunities:

Partner product data can uncover cross-selling and up-selling opportunities within the existing customer base. For instance, if a financial analytics product collaborates with an accounting software company, it can identify customers who could benefit from both solutions. By combining their data, they can create targeted campaigns, highlighting how integrating the two products can streamline financial management and reporting, leading to improved financial performance for customers.

3. Enhanced Product Offerings:

Integrating data from partner products can lead to the development of new, innovative offerings that meet emerging market demands. By analyzing data collectively, SaaS providers can identify gaps in the market and jointly develop solutions that address these needs. For example, a cloud storage provider collaborating with a data security company could create a comprehensive data protection package, offering customers a one-stop solution for secure storage and data integrity. I’m not sure how the partner/product managers are tangoing in Apollo and HubSpot, but features like Scores and Data Health seem to show that there is some chemistry!

4. Improved Customer Experience:

Data-driven insights from partner products can lead to a more personalized and seamless customer experience. By understanding how customers interact with different products, SaaS providers can design integrations that enhance usability and efficiency. For instance, integrating a project management tool with a Task-Talent Marketplace like Tasker can simplify collaboration and task management, boosting productivity for joint customers.

5. Joint Thought Leadership, Content Creation, and Co-Innovation:

Partner product data can also serve as the foundation for joint thought leadership initiatives and content creation. By pooling their data and expertise, SaaS providers can publish joint whitepapers, case studies, and industry reports that showcase their collective insights and thought leadership. This positions them as trusted advisors in the market, attracting new customers and building credibility among existing ones.

Furthermore, strategic alliances with established industry leaders can significantly boost a product’s credibility and user trust. By leveraging the reputation and reach of a well-known partner, products can gain access to new markets and customers while emphasizing their commitment to data privacy.

In conclusion, partner and product managers play a critical role in helping SaaS providers acquire and retain customers in a cookieless world. By leveraging partner product data, partner and product managers can gain deeper insights into customer behavior, preferences, and pain points. This data-driven approach enables them to offer new, value-added services to the market together, enhancing customer experiences and driving sustainable growth. As the digital landscape continues to evolve, partner and product managers will become increasingly important in helping SaaS providers succeed. By working together, these two roles can unlock the full potential of partner product data and create truly customer-centric experiences.

#partnerecosystem #partnermanagement #productgrowth



Sivakumar M.S

Curious about Man-Machine-Society, Products & Platforms; now @taskerplatform; previous journeys with @ConttextLabs @Philips & @kpmg LinkedIn: