About Us
How did Hockey Stick Advisory come about?
Through five years leading Xero’s ecosystem team, founder Bryan Williams gained a unique lens into how hundreds of global SaaS companies operate. Hockey Stick Advisory exists to pass that on.
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 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 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.
We’re here to help ambitious companies achieve Hockey Stick Growth faster, smarter, and never alone.
— Bryan Williams, Founder, Hockey Stick Advisory
Our team
A high-impact team with a deep, trusted network
Bryan Williams
Bryan is passionate about helping SaaS businesses and the people within them realise their ambitions, unlocked through connected, innovative technology to grow, scale and deliver incredible customer outcomes. With a strong, authentic network across the APAC and global tech community, he believes there has never been a more exciting time to drive forward partnership ecosystems. Bryan is based in Melbourne, where he lives with his young family.
Scott Cooper
Scott is a highly experienced marketing and operations leader across the Australian and international tech community. He was US employee #1 at tech double-unicorn Go1 as VP of Marketing, helping scale their marketing globally, before COO roles at Drawboard and Versus Merch. Scott brings a wealth of experience to take Partner Marketing to the next level for our clients. Based in Melbourne.
Patrick Frigo
Pat brings 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 scalable financial systems, Pat helps streamline our internal processes and enhance how we deliver measurable outcomes for clients.
Our values
What we stand for
Outcome Driven
Our North Star is impactful customer outcomes. Outcomes, not output. How can we create shared value for a win-win-win?
Technology-Enabled
We practice what we preach, using repeatable, scalable automations and market-leading technology to increase productivity and unlock better decisions.
Authentic
We’re transparent, honest and ready for challenging conversations. Optimistic yet pragmatic, and we contribute to a fun team environment.
Growth Mindset
We believe skills are developed, not fixed. Forever curious, obsessed with learning and improvement.
Health & Well-being
To make the biggest impact we operate like racing cars; prioritising optimal health as a competitive advantage. We’re sick of seeing burnt-out leaders.
Endorsements
What partnership leaders say
Get in touch
Let's chat about how we help you achieve your goals, faster
We'll work with you to understand your challenges and develop a bespoke strategy that maximises your growth potential through a partnership ecosystem-led approach.