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Vendors build marketing for partners.Partners rarely use it.

Campaigns, asset libraries, co-branded templates: vendors spend serious money on all of it, and most of it sits in a portal, untouched. Not because partners don’t care. They carry ten or twenty vendors each, and none of that marketing is about them, their clients or the industries they win in.

So vendors pay for marketing that rarely earns a return, and the best stories in the channel, real wins in real industries, never get told.

Partner marketing has to change. We’re building what comes next.

Join The First Thread

In development for 2027

Somewhere right now, a partner is helping a hospital recover from a ransomware attack. They’ll do brilliant work, the client will be grateful, and no other hospital will ever hear about it.

Let’s start with something we’ve all watched happen.

  • Vendors built the portals and filled them with good marketing.
  • Partners, juggling twenty vendors, only had time to register a deal and log out.
  • Nobody did anything wrong. The marketing still went unused, and the best stories went untold.

Nothing’s wrong with the portal. Marketing just isn’t its job.

A partner carrying twenty vendors rarely has time to build a campaign inside one vendor’s login, and a co-branded feature list written for someone else’s market seldom sounds like them. A better portal won’t fix this. Something different will. We’re building it, and the first people to see it will be The First Thread.

We’ve built this before, from the inside.

I’ve spent thirty years in the channel. Twenty years ago I built Elastic Grid, and vendors loved it, because at the time it was genuinely new. Atlassian, VMware, Juniper, Symantec and AWS were among the companies using it.

But the channel has changed. Partners now work with ten or twenty vendors, and the old model of one vendor, one portal is broken. Kommon Thread is a different approach, built around the partner.

Cameron Avery
Cameron AveryFounder, Kommon Thread

The First Thread

Be among the first vendors and partners in when Kommon Thread opens in 2027.

Join and you’ll get early access, the launch date before anyone else, and the occasional note on what we’re building. We’ll only write when there’s something worth reading.

Prefer to email? That’s fine too. Just write to us at hello@kommonthread.co.

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Welcome to The First Thread.

Thanks for joining us this early; it genuinely means a lot. We’ll be in touch before launch.