In a recent conversation, a16z highlighted Ecosystem-Led Growth (ELG) as an emerging strategy for technology platforms. Yet, despite its potential, ELG often feels out of place in traditional GTM frameworks. This confusion is especially true in crypto, where ELG holds unique promise due to the composable nature of the space.

To unlock its potential, we must stop categorizing Ecosystem Growth alongside Marketing or Business Development (BD). Instead, let’s examine what ELG really is, why it matters, and how to operationalize it.

What Is Ecosystem-Led Growth?

a16z defined Ecosystem-Led Growth as “turning partner sales channels into your own.”

In the crypto world, composability allows for deeper partnerships and technical integrations, making ELG particularly powerful. This strategy focuses on building a developer community, increasing product awareness, and delivering value to builders within external ecosystems.

Delivering Value, Not Sales

The key to ELG is understanding the line between providing value and being overly self-promotional. Success comes from creating tools and materials that help developers solve real problems. Here’s how:

• Research pain points: Understand the challenges faced by builders in partner ecosystems.

• Build useful resources: Create simple guides or tools that address those challenges.

• Engage authentically: Ask for feedback from partners or directly engage the community.

A sales-first mindset will backfire. Instead, focus on creating value for your partners and their communities.

Why Ecosystem-Led Growth Works

ELG excels for technology platforms that need developers to build on their solutions. While it can work for consumer-facing products, ELG shines in B2B or B2D (developer) contexts.

By investing in ELG, platforms can:

• Expand their reach through partner ecosystems.

• Build awareness organically.

• Foster strong technical and business relationships.

Integrating Ecosystem Growth into Your Team

To operationalize ELG, teams need clear structures and aligned goals. Here’s a breakdown of the three functions that should work together:

1. Marketing

Marketing drives awareness and manages brand positioning through content, events, and digital presence. Responsibilities might include:

• Managing social media.

• Communicating your project’s vision.

• Leading events that attract potential users.

2. Ecosystem Growth

Ecosystem Growth focuses on co-creating value with partners and onboarding potential users. This function might include roles like:

• Leading on partner relationships.

• Defining a product growth strategy, such as integrations or launches.

• Collaborating with Developer Relations and directing material and distribution to engineers.

3. Community

Community acts as the glue between Marketing and Ecosystem Growth, fostering engagement and advocacy. Word-of-mouth from early adopters is invaluable, and a strong community converts curiosity into advocacy.

A Unified Strategy for Success

Alignment across these functions is critical for ELG success. Start by defining joint objectives and setting a clear GTM strategy. Shared OKRs can ensure alignment and provide a framework for reporting progress.

Day-to-Day Collaboration

Here are some examples of how these functions should collaborate:

• Ecosystem activations: Clearly communicate your value proposition while bringing your brand to life.

• Onboarding journeys: Ensure external activities drive users to your community or product seamlessly.

• Mid-funnel engagement: Both Ecosystem Growth and Content teams should engage with the community to nurture leads.

• Events: Combine forces to deliver impactful online or offline events, ideally in partnership with your ecosystem.

Onboarding and Conversion

Attracting users is just the beginning. Onboarding and conversion require persistent engagement, as most potential users need 6-8 interactions before converting.

To drive conversions:

1. Simplify onboarding flows: Make it easy for users to try your product.

2. Showcase value: Offer a taste of how your product can help, following a product-led growth mindset.

3. Run strategic programs: Grants, hackathons, accelerators, or hero events can supercharge conversion by providing focused opportunities for users to engage.

Warm leads from ELG efforts are more likely to convert—especially if combined with a well-coordinated BD function that ensures potential users have all the information they need.

The Power of Ecosystem-Led Growth

When executed well, ELG transforms partners into advocates, grows communities, and builds awareness. It’s a strategy that combines value creation with collaboration, driving growth in ways that traditional marketing or BD can’t achieve alone.

For technology platforms, especially in the crypto space, embracing ELG is not just an option—it’s the new playbook for success. By aligning your team, focusing on shared objectives, and delivering genuine value, you can create an ecosystem that thrives.

So, are you ready to embrace Ecosystem-Led Growth and turn your partnerships into a powerful growth engine?