About

How Did Hockey Stick Advisory Come About?

Through Bryan’s five years leading Xero’s ecosystem team, he gained a unique lens into how hundreds of global SaaS companies operate; uncovering market trends, what “great” looks like, and the common pitfalls to avoid.

Earlier in his career at Vend POS in 2013, Bryan connected retailers with emerging cloud tools and quickly saw a clear trend: those embracing connected technology were growing faster. These businesses, and the SaaS companies enabling them, were thriving together.

Across the tech landscape, he observed emerging companies building ecosystems while scaling their product value and, in some cases, evolving into full platforms. Through advisory roles with early-stage businesses, he learned which levers drive growth, expansion, and resilience.

Today, partnership ecosystems are one of the strongest strategic assets companies can develop. Yet competition is fierce, and many hope that joining a platform will guarantee easy customer acquisition without understanding the real mechanics of growth.

Bryan saw a gap: many scale-ups lack the resources, insights, or time to build impactful partnership strategies in-house.

That’s where Hockey Stick Advisory comes in, helping companies fast-track their ecosystem maturity through tailored partnership strategies and hands-on support. We’ve continued to evolve how we operate through the launch of our Partnerships Framework™: a 36-week program that transforms partnerships into a repeatable, high-performing growth channel. Inspired by Bryan’s years leading and learning from high-performing SaaS ecosystems, this five pillar framework combines strategy, execution, and AI-powered enablement to help companies embed partnerships with the same discipline as a sales engine - accelerating scalable, measurable growth.

We’re here to help ambitious companies achieve Hockey Stick Growth faster, smarter, and never alone.

- Bryan Williams, Founder, Hockey Stick Advisory

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.

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.

Patrick Frigo - Finance & Operations Advisor

Pat brings significant strength to our growing team, with nearly a decade of experience driving hyper-growth at Xero (where he worked closely with Bryan). His background spans financial planning, operational strategy, and cross-functional enablement across hundreds of partner programs.

With deep expertise in building scalable financial systems and operational frameworks, Pat is helping Hockey Stick Advisory streamline internal processes and enhance how we deliver measurable outcomes for clients.

Outcome Driven

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

Technology-Enabled

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

Authentic

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.

About Us

How Did Hockey Stick Advisory Come About?

What We Offer

ADVISORY

Partnerships are evolving.

EXPERIENCE

Values-led

NETWORK

Deep Industry Network