Report | Pulling all Three Levers

When we introduced the Ethos, Logos, and Pathos framework at Catalyst 2025 in Seattle, we didn't expect the overwhelming response from partnership leaders across the industry.

The conversations that followed our session revealed a common struggle: partnership teams know they're driving value, but they can't seem to convince the C-suite to invest in the ecosystem with the same intensity as other core strategies. Leaders shared stories of fighting for headcount, justifying budgets quarter after quarter, and watching their programs get deprioritized when business gets tough.

“Pulling All Three Levers: How Ethos, Logos, and Pathos Generate True Partnership Buy-In” from HubSpot, Crossbeam and Partnership Leaders brings this framework to life.

- Avanish Sahai, Scott Brinker, and Kelly Sarabyn

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