Our Core Mission
01
Solving the empty pipeline problem in ecosystems
AXQ works with technology companies across EMEA on the commercial foundations of a partner ecosystem: identifying the right partners to invest in, building the relationships that make an ecosystem worth belonging to, and creating the conditions where everyone — vendors, GSIs, data companies, governance specialists, and channel partners — has a reason to sell together.
02
Turning activity into measurable revenue
Working as an operator rather than a theorist, AXQ designs the commercial infrastructure that connects technical capability to market demand, ensuring that alliances result in closed-won business rather than just high-level strategic alignment.
03
Proving the value of the partner channel
We establish the rigorous attribution and tracking mechanisms necessary to prove the value of the partner channel to the board, securing ongoing investment through clear, data-driven evidence of sourced and influenced pipeline.
Strategic Leadership
Led by John Bates, an expert in EMEA partner GTM who has managed account responsibility across the world’s leading technology vendors including Microsoft, Cisco, Nvidia, and AWS.
EMEA Market Expertise
Providing specialized commercial consultancy for high-growth AI and Cloud firms looking to scale their European footprint through sophisticated partner networks.
TRACK RECORD
ÂŁ50M+
Documented partner-sourced pipeline achieved for EMEA tech vendors
5.0x
Average increase in partner-influenced revenue through structured co-sell
AWS
Successful direct investment and funding secured for pan-European initiatives
100%
Operational focus on commercial foundations and measurable outcomes
90+
Scale-up partner ecosystems architected for rapid regional expansion
AXQ
Built on real-world delivery and operator-first methodology
The Partner Journey
Phase 1: Architecture
Designing the commercial incentives and structural foundations that give every partner a reason to sell together.
Phase 2: Activation
Moving beyond paper-based agreements to active account mapping and operationalized co-sell motions that find new deals.
Phase 3: Attribution
Implementing the tracking and influence models required to prove the channel’s impact on the bottom line to stakeholders.
Phase 4: Automation
Deploying governing AI systems and automated workflows to scale partner outreach and engagement without increasing headcount.
The AXQ Difference
We don’t just provide advice; we provide the operating system. Using advanced multi-agent AI systems and proprietary GTM toolkits, we build and hand over a functioning revenue engine that is documented, measured, and repeatable.