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Nicole Hakakian
Partner & Product Marketing | Crossbeam, X-Klaviyo
Nicole Hakakian is currently the Product Marketing and Partnerships Lead at Crossbeam, a company specializing in ecosystem-led growth solutions. She joined Crossbeam after her role as an Ecosystem Marketing Manager at Klaviyo, where she focused on partner marketing and the development of partner programs to enhance customer acquisition and experience.13
Career Path
Nicole's career trajectory has been diverse and non-linear, often described as "zig-zagging." She began in coworking spaces, transitioned to digital publishing as an account executive at Digg, and later moved into partner operations at BuySellAds. In these roles, she developed a strong foundation in customer success, relationship management, and digital marketing, which have been integral to her success in partnerships.1
Contributions at Crossbeam
At Crossbeam, Nicole is responsible for driving growth through partnerships and product marketing. Her role involves formalizing partner experiences and breaking into new customer segments, leveraging her extensive background in partner operations to create mutually beneficial relationships within the ecosystem.12
Advocacy for Women in Partnerships
Nicole is also an advocate for women in the partnerships industry. She emphasizes the importance of building networks among women professionals to support each other in a predominantly male-dominated field. Her experiences have shaped her perspective on self-advocacy and the value of diverse teams in achieving success.1
Overall, Nicole Hakakian's journey reflects her adaptability and commitment to fostering successful partnerships in the tech industry.
Highlights
Excited to announce that I've joined Intuit Mailchimp to lead growth for Technology Partnerships!
l'll be focused on partnerships GTM, innovative programing and cross-functional initiatives to help customers maximize the value they get from our platform. Grateful for the opportunities ahead and the chance to work closely with Jonathan Young, James Domenick and our growing team.
A huge thank you to my team at Crossbeam, Amanda Groves 🏃🏼♀️, Chelsey Davis, Alex Poulos, Jess Rowe and so many more. Proud of our work together and can't wait to see everything to come!
I'll be based out of the New York office, so if you're around let's chat!
Just wrapped up an incredible experience at ELG Con, diving deep into the world of ecosystem-led growth alongside some of the brightest minds in the industry. It was amazing to connect with the community, exchange insights, and explore the strategies that are shaping the future of business.
A few key takeaways that stood out:
- ELG is a game-changer and has the power to accelerate revenue growth in profound ways.
- Culture and alignment are crucial. Implementing ELG successfully requires dedicated buy-in across a full organization.
- Metrics and benchmarks are still evolving. Best practices for measuring the impact of partnerships are still being defined. It's about getting comfortable analyzing the grey space.
- Invest in partner success. Holding partners accountable and prioritizing those who will drive impact across your ecosystem is key. Integrations are powerful, but they're just one piece of the puzzle.
The next 12 months hold immense potential for the intersection of SaaS and ELG. Sending a HUGE thank you to our speakers and discussion leaders for sparking conversation and attendees for joining us in Austin!
