About Us


Partnerships are evolving.

Partnership ecosystems are the winners now. Companies no longer have to go it alone, work 1-1 with others or just focus on spending precious marketing dollars for 'reach' under the old model.

They can work with multiple stakeholders to create an enhanced product or service offering, offering superior value to their customers more than ever before.

We are small in size but large in expertise; offering powerful bespoke advisory to accelerate growth ambitions through partnership ecosystems. We have the experience, networks and industry knowledge to drive forward an enhanced way of growing business.

Covering the key areas involved in planning and launching a partner program, Hockey Stick Advisory is here to help you develop a partner strategy that will work best for your company, along with the partner marketing support to ensure you have a successful go to market strategy to help you get the most out of your ecosystem.

We believe this is a critical strategic asset for all companies as economic conditions tighten, with sharpened strategic decision making required to stay focused, determined and with deliver clear purpose.  

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Deep Industry Network

We are a driven and high-impactful team, passionate about the right outcomes, having won awards in previous roles for going above and beyond to deliver outcomes.

We have a wide industry network that we can draw on to help drive great business outcomes. This ensures we deliver amazing results when you need them, whilst avoiding timely costly mistakes or pitfalls.

We're all better together.



We're committed to being values-led in everything we do. We believe that success comes from doing the right thing, not just the easy thing. We'll tell you what you need, and why you need it. 

And we're always looking for new ways to add value - for our clients, and their partners, to delight their customers every step of the way.


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Bryan Williams - Founder

Bryan is passionate about helping SaaS businesses and the people within them succeed in realising their ambitions, unlocked through the possibilities of connected innovative technology to grow, scale, and deliver incredible customer outcomes.

With a strong authentic network across the APAC and global tech community, Bryan believes there has never been a more exciting time to drive forward partnership ecosystems, which is why he's established HockeyStick - to unlock the benefits he's observed to others ahead. 

Bryan is based in Melbourne, where he lives with his young family.


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Scott Cooper - Director of Marketing Operations 

Scott is a highly experienced marketing and operations leader within the Australian and International tech community. He was US employee #1 at tech double unicorn Go1 where he was VP of Marketing, helping them to scale their marketing efforts and operations globally before moving on to take COO roles at Drawboard and Versus Merch.

Scott brings a wealth of marketing experience to the Hockey Stick network and is going to be able to help in taking Partner Marketing to the next level for all of our clients.

Scott is based in Melbourne.


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Patrick Frigo - Director of Partnerships Strategy & Execution 

Pat adds significant fire power to our growing team, bringing nearly 10 years of hyper growth at Xero (where he worked closely with Bryan) working with hundreds of partners and programs across many streams of work. 

Pat has a wealth of experience in the partnership space. The experience he brings will help us streamline our operations and the way that we help our clients achieve their partnership goals, deepening Hockey Stick Advisory capabilities for companies looking to drive exponential growth.

Pat is based in Melbourne.

Our Values


Outcome Driven

Our North Star is impactful customer outcomes; “Outcomes not Output“ "How can we create shared values for a win - win - win outcome.



We practice what we’re preaching, using repeatable scalable automations & market leading technology when relevant, increasing productivity unlocking better decisions & outcomes.



We are transparent, honest & ready for challenging conversations. Remains optimistic whilst pragmatic, and contributes to a fun team environment.


Growth Mindset

We believe that skills can be developed vs are fixed, forever curious. We're obsessed with learning & improvement.


Prioritise Health & Well-being

To make the biggest impact, we need to be operating like racing cars. Prioritising optimal health as a competitive advantage to deliver great outcomes. We're sick of seeing burnt out stressed leaders.



“Bryan has extensive experience in building successful partner ecosystems. Through pre-work and an interactive workshop with Bryan he enabled the team to look at our wider partnership strategy with a different lens to ensure we were looking at the "bigger picture" for longer-term success.”

“Bryan has done an incredible job building & uniting the Xero & tech ecosystem community across APAC. He has rare IP & understands platforms and how to grow the partner...”

“Bryan and I have had the pleasure of working together for many years. Bryan's ecosystem knowledge combined with his understanding of the technology world has always...”

Get In Touch

We're experts at what we do, and we're passionate about helping our clients grow and scale through a partnership ecosystem-led approach. We'll work with you to understand your challenges and help you develop a bespoke strategy that will maximise your growth potential.

Get in touch today and let's chat about how we can help you achieve your goals, faster.