Fractional Partner Manager · Southern EuropeScale Your Channel,
Not Your Headcount
G2Market is a fractional partner management firm: senior partnership leadership on demand for SaaS and tech companies, from partner recruitment to revenue, across Italy, Spain, Portugal and beyond.
We’ve worked with
End-to-End Partnership Services
From strategy to execution — everything you need to build and scale a winning partner ecosystem.
Fractional Partner Management
Recruitment, onboarding, activation, enablement, co-marketing and partnership-led sales without a full-time hire.
Southern Europe Expansion
Strategic GTM guidance for Italy, Spain and Portugal with regional partner mapping and local market expertise.
Outbound-to-Partnership as a Service
AI-powered matching between startups/SMEs and high-fit partners. Pay-per-lead model that aligns incentives.
Partnership Management Coaching
Bespoke training and mentoring for partnership teams looking to level up their skills and performance.
Channel Strategy & Operations
Build scalable partner programs, optimize tiers, incentives and indirect sales for maximum channel ROI.
Vendor Management & Scouting
Help agencies and system integrators identify win-win vendor partnerships that drive mutual growth.
Technology verticals
where we have contacts and depth.
These are the technology ecosystems where Giuseppe has built a deep network of vendor relationships, partner contacts, and hands-on product knowledge — ready to activate for you.
eCommerce Technology
Deep network across the commerce technology landscape — from core platforms to the specialised layers that power modern digital stores.
Marketing Technology
Established contacts and technology fluency across the marketing stack — the tools brands use to attract, convert, and retain customers.
Artificial Intelligence
Growing network within the AI ecosystem — from generative AI platforms to intelligent automation tools reshaping how businesses operate.
Channel & Partner Technology
Hands-on expertise with the platforms that power partner ecosystems — from affiliate networks to partner portals and co-sell orchestration tools.
Advisory Pillars
A structured model that aligns every layer of your partnership ecosystem — from strategy to execution. Four functional pillars, standing on three foundations, held together by cross-functional alignment.
- 1Diagnose where the program stands today
- 2Build the missing layers, bottom-up
- 3Operate the pillars with a senior hand
One hub. Four ways to partner.
We work with every node in the ecosystem — from resellers to technology integrators — to build programs that create mutual, lasting value. Tap or hover a node to explore each model.
Senior partnership expertise,
on your terms.
G2Market was founded by Giuseppe, a seasoned partnership leader with over 8 years of experience building and scaling channel ecosystems across Southern Europe for some of the world's most respected tech brands.
Whether you need a fractional Country Channel Leader, a strategic advisor to expand into Italy, Spain, and Portugal, or a coach to level up your partnerships team — we deliver senior-level impact without the full-time overhead.
Our model is simple: we embed with your team, align to your goals, and drive results fast. No ramp-up months. No bloated retainers. Just focused expertise that moves the needle.
Giuseppe Giorlando
Founder, G2Market
Selected work.
Partnership programs built, markets opened, teams enabled. Keep scrolling: each case stacks on the last.
Cegid
Reseller Recruitment · ItalyOne top-tier Italian system integrator signed as reseller
Cegid needed a strategic reseller to accelerate its growth in the Italian market — a partner with reach, credibility, and delivery capacity.
Owned the recruitment end to end: market mapping, target shortlisting, executive outreach, and commercial negotiation through to signature.
Recruited one of the most relevant system integrators in Italy as an official reseller, giving Cegid an immediate, scalable route to market.
Calicantus
Partner Network Expansion · InternationalNet-new MoR partners signed and an international network opened
Calicantus wanted to expand its partner network in Italy and abroad — including with Global System Integrators — while maturing its enterprise sales and partnership processes.
Opened new partner conversations, signed partners for the Merchant of Record offering, extended the network internationally, and coached the team on enterprise sales and partnership motions.
A broader, international partner ecosystem, new signed MoR partners, and an upgraded enterprise go-to-market approach the team can now run independently.
ProfessionAI
Partnership Function Build · B2BB2B partnership department built from zero
ProfessionAI had strong demand but no structured B2B partnership function to capture it.
Kickstarted the B2B partnerships department from the ground up — strategy, target segments, and first deals — while coaching the internal team to take ownership.
A running B2B partnership motion and an enabled internal team equipped to scale it.
ShipSafely
Market Entry · ItalyItalian market opened through the agency channel
ShipSafely needed a fast, capital-efficient way to enter the Italian market.
Designed and activated an agency-led entry strategy, recruiting and enabling agency partners as the primary distribution channel.
The Italian market opened and generating traction through a network of agency partners.
Impact.com
Channel Innovation · E-commerceFirst-ever agency–technology pilot for a new revenue stream
Impact.com wanted to validate a new revenue stream by connecting its technology with e-commerce agencies — a link that had never been made before.
Bridged the two worlds for the first time, bringing e-commerce agencies to the table to pilot an additional, recurring revenue stream on top of Impact.com technology.
A first-of-its-kind agency–technology pilot, proving the model for an incremental revenue stream.
What partners say.
Leaders from BigCommerce, Tradebyte, Patchworks, Reica AI and Intesys on working with Giuseppe.
Collaborating with Giuseppe was a seamless and highly positive experience, precisely because he perfectly blends expertise, reliability, and a strong consultative approach. I highly recommend working with Giuseppe.
Alex Genovese
CEO, Reica AI
Giuseppe is part of the foundations on which BigCommerce's Italian success is built. Forming part of a 2 person initial team, he formed partnerships through very hard work, panache and a deep understanding of the commercial needs of all sides of a deal, making sure partners, merchants and us participated in true win-win successes.
Jim Herbert
CEO, Patchworks
Giuseppe proved to be the undisputed Country Channel Leader in Europe. His ability to build trust with partners, navigate local market nuances, and consistently drive results sets him apart from anyone I've worked with.
Philip Van Dalen
Tradebyte
Giuseppe has always been a source of encouragement and great solutions so many times that made me count on him to successfully relaunch our ecom area. He deserves my full gratitude for the work we had the opportunity to do together on the market until now.
Alberto Gaiga
Founder & CEO, Intesys
Collaborating with Giuseppe was a seamless and highly positive experience, precisely because he perfectly blends expertise, reliability, and a strong consultative approach. I highly recommend working with Giuseppe.
Alex Genovese
CEO, Reica AI
Giuseppe is part of the foundations on which BigCommerce's Italian success is built. Forming part of a 2 person initial team, he formed partnerships through very hard work, panache and a deep understanding of the commercial needs of all sides of a deal, making sure partners, merchants and us participated in true win-win successes.
Jim Herbert
CEO, Patchworks
Giuseppe proved to be the undisputed Country Channel Leader in Europe. His ability to build trust with partners, navigate local market nuances, and consistently drive results sets him apart from anyone I've worked with.
Philip Van Dalen
Tradebyte
Giuseppe has always been a source of encouragement and great solutions so many times that made me count on him to successfully relaunch our ecom area. He deserves my full gratitude for the work we had the opportunity to do together on the market until now.
Alberto Gaiga
Founder & CEO, Intesys
Fractional partner management, explained.
Still have a question that isn't here? A 30-minute call is the fastest way to find out if a fractional engagement fits.
A fractional partner manager is a senior partnerships leader who runs your partner program part-time instead of joining as a full-time employee. G2Market recruits, onboards and activates partners for you, so you get senior channel expertise without the cost and ramp-up of a full-time hire.
G2Market specialises in Southern Europe: Italy, Spain and Portugal, where B2B technology is largely bought through local partners such as system integrators, agencies and resellers. We also support partner programs across the rest of Europe.
Fractional Partner Management, Southern Europe market expansion, Outbound-to-Partnership as a Service (AI-powered partner matching on a pay-per-lead model), partnership management coaching, channel strategy and operations, and vendor management and scouting for agencies and system integrators.
SaaS and technology vendors, startups and SMEs that want to grow through partners, plus agencies and system integrators looking for the right technology vendors. Our core verticals are eCommerce technology, marketing technology, artificial intelligence, and channel and partner technology.
Resellers, technology partners, referral partners and solution partners such as system integrators and digital agencies. We map the partner types that fit your product and market before starting recruitment.
No. Engagements are fractional and flexible: we embed with your team, align to your goals and scale our involvement to the stage of your partner program, without long ramp-up months or bloated retainers.
G2Market was founded by Giuseppe Giorlando, a partnership leader with more than 8 years of experience building channel ecosystems across Southern Europe for global tech brands, including being part of the initial two-person team behind BigCommerce in Italy.
Book a free 30-minute discovery call. We discuss your partnership goals, the markets you want to enter and whether a fractional engagement is the right fit.
Let's build
something together.
Ready to accelerate your channel growth? Reach out directly or book a discovery call to explore how G2Market can help.
Book a Discovery Call
Schedule a free 30-minute call to discuss your partnership goals and how we can help you achieve them faster.