In March, I wrote that the agencies moving from campaign execution to owning CRM strategy, agent orchestration, and revenue outcomes would build something their clients couldn't work without. Six months on at K:BOS, partners are further along than that piece predicted, and the opportunity in front of them is even wider.
That’s largely because of what we shipped this week. There were major announcements, and each one changes a different part of your job.
What shipped, and what it changes for you
Klaviyo Headless. More than 260 Klaviyo tools and capabilities are now callable directly from Claude, ChatGPT, or any AI system. Read, write, and go live the same way you would inside Klaviyo itself. Partners are already building their own solutions on top of Klaviyo that connect your strategy, data, and IP to the power of the platform. This opens that opportunity even more, and allows you to embed Klaviyo directly into your team's workflows, supercharging productivity.
SQL support in Klaviyo Data Platform. One consistent definition of your data, shared by every agent and every person who asks. Ask a plain-language question, get the same precise answer every time, with the definition and the query that produced it visible. This is live in Composer today in Early Access, and it's the difference between an audit you can hand a client and one you have to caveat with, “AI made this.”
Personalization, which you knew as Marketing Analytics. The personalization layer now decides who to reach, what to show them, when, and where. It does this for every send and every touchpoint, and includes incrementality reporting that measures the lift against a real holdout. Your retainer conversation changes shape with this update. It is less "we built the segments," more "we set the strategy and guardrails, and here's the proven lift." We believe that as clients look more for outcomes over execution, this helps you clearly prove the impact of your work.
Customer Agent, everywhere. Customer Agent is now available in 100+ languages and includes automatic locale detection through Shopify Markets that produces the right catalog, pricing, and currency for each market. A single Customer Agent rollout for a client can now also be a global one.
The work is getting bigger
As agents absorb the execution work, the projects partners get hired for aren't going away. They’re simply changing, and getting more strategic.
For example:
Speeding up sales by 3x by generating bespoke audits through Composer.
Customer Agent configuration and governance.
Restaurant guest data unified across every channel, in a category we barely served two years ago.
None of these were service categories twelve months ago, and all of them are blue sky territory for partners to step in and own. These service categories are also the work that gets you into enterprise rooms and keeps you there: data architecture, multi-region rollouts, agent orchestration, governance, and compliance. These contracts are with more sophisticated brands for longer engagement periods across more of the client's stack.
That's where this ecosystem is heading, and it's where our investment goes, training and enablement first, so you're ready before the deal is on the table.
Celebrating the partners at the forefront of this next chapter
Everything above is an argument for where the future of the partner ecosystem is heading. These 24 partners are proof that it's already working right now.
The K:Partners Awards program recognizes those building what that future looks like: sharper strategy, faster execution, and customer relationships that last.
Congratulations to all of these partners paving the way.
Rising Star Technology Partner of the Year, Hospitality:Bikky
What’s ahead
This year, we said the future would be autonomous, agentic, and built with partners. We’re delivering on that. Next year, that future for this market gets bigger in every direction, and so do the possibilities for your business’s growth.
Four things we're continuing to invest in, to support our mutual growth:
Platform. We shipped 200+ features this year and put roughly a fifth of revenue back into R&D, and we’re not slowing down. That's what it takes to turn a $68 billion marketing automation market into a $160 billion+ autonomous CRM market—a platform spanning marketing, service, data, and agents—and it’s ripe for our taking.
International. One of our fastest-growing frontiers, and we're building the infrastructure to match it. Expanded teammates on the ground, working more closely with our global partner ecosystem, and new routes to market to help you meet your customers where they are.
Enterprise. Many of the enterprise conversations we are having start with the same problem, a business looking to replace a legacy system because it can no longer keep up. Partners are central to how the largest, most sophisticated brands adopt Klaviyo. Our $1 million-plus ARR customers continue to outpace growth of the overall customer base, and the opportunity ahead is tremendous.
Your differentiation. We’re launching AI Expert badging, expanded Academy certifications, and a Partner Demand Center built to keep pace with all of it—focused on supporting your development and your success.
We’re only 1% done, and so happy you are on this journey with us.
Eddie O'Brien
Eddie O’Brien is a dynamic leader with a passion for driving growth and building high-impact partnerships. As Klaviyo’s SVP of Global Partnerships, he leverages decades of experience scaling businesses and leading global teams to enhance our ecosystem – inside and outside of Klaviyo – integrating our partners deeper across our business. Previously, Eddie led global sales and partnerships at Gong, driving its expansion in Revenue Intelligence. He also held executive roles at UiPath, Automation Anywhere, and Dropbox, where he accelerated partner ecosystems and commercial growth. Earlier in his career, he was CEO at Arvato Bertelsmann and spent 15 years at Microsoft in senior leadership roles, managing multi-billion-dollar P&Ls and global sales strategies. Originally from Ireland, Eddie now lives in the Bay Area with his wife and five sons. He is deeply passionate about inspiring others to grow their businesses and careers through dedication, diligence, and resilience, always bringing energy and enthusiasm to every challenge he undertakes.
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# We shipped a more autonomous Klaviyo this week. Here's what that means for our partners.
In March, [I wrote that the agencies](https://www.klaviyo.com/blog/how-ai-is-redefining-the-agency-model) moving from campaign execution to owning CRM strategy, agent orchestration, and revenue outcomes would build something their clients couldn't work without. Six months on at K:BOS, partners are further along than that piece predicted, and the opportunity in front of them is even wider.
That’s largely because of what we shipped this week. There were major announcements, and each one changes a different part of your job.
## What shipped, and what it changes for you
- **Klaviyo Headless. **More than 260 Klaviyo tools and capabilities are now callable directly from Claude, ChatGPT, or any AI system. Read, write, and go live the same way you would inside Klaviyo itself. Partners are already building their own solutions on top of Klaviyo that connect your strategy, data, and IP to the power of the platform. This opens that opportunity even more, and allows you to embed Klaviyo directly into your team's workflows, supercharging productivity.
- **SQL support in Klaviyo Data Platform.** One consistent definition of your data, shared by every agent and every person who asks. Ask a plain-language question, get the same precise answer every time, with the definition and the query that produced it visible. This is live in Composer today in Early Access, and it's the difference between an audit you can hand a client and one you have to caveat with, “AI made this.”
- **Personalization, which you knew as Marketing Analytics. **The personalization layer now decides who to reach, what to show them, when, and where. It does this for every send and every touchpoint, and includes incrementality reporting that measures the lift against a real holdout. Your retainer conversation changes shape with this update. It is less "we built the segments," more "we set the strategy and guardrails, and here's the proven lift." We believe that as clients look more for outcomes over execution, this helps you clearly prove the impact of your work.
- **Customer Agent, everywhere.** Customer Agent is now available in 100+ languages and includes automatic locale detection through Shopify Markets that produces the right catalog, pricing, and currency for each market. A single Customer Agent rollout for a client can now also be a global one.
## The work is getting bigger
As agents absorb the execution work, the projects partners get hired for aren't going away. They’re simply changing, and getting more strategic.
For example:
- Speeding up sales by 3x by generating bespoke audits through Composer.
- Customer Agent configuration and governance.
- Restaurant guest data unified across every channel, in a category we barely served two years ago.
None of these were service categories twelve months ago, and all of them are blue sky territory for partners to step in and own. These service categories are also the work that gets you into enterprise rooms and keeps you there: data architecture, multi-region rollouts, agent orchestration, governance, and compliance. These contracts are with more sophisticated brands for longer engagement periods across more of the client's stack.
That's where this ecosystem is heading, and it's where our investment goes, training and enablement first, so you're ready before the deal is on the table.
## Celebrating the partners at the forefront of this next chapter
Everything above is an argument for where the future of the partner ecosystem is heading. These 24 partners are proof that it's already working right now.
The K:Partners Awards program recognizes those building what that future looks like: sharper strategy, faster execution, and customer relationships that last.
Congratulations to all of these partners paving the way.
### Global Leaders
- **Global Partners of the Year:** [IM Digital](https://www.imaginationmedia.com/) and [Domaine](https://www.meetdomaine.com/)
### Excellence Across Markets
- **Americas Partner of the Year:** [ECD Digital Strategy](https://www.ecdigitalstrategy.com/) and [Un/Common](https://uncommonagency.co)
- **Americas Technology Partner of the Year:** [PostPilot](https://www.postpilot.com/)
- **EMEA Partner of the Year:** [Mailody](https://mailody.de/)
- **EMEA Technology Partner of the Year:** [Nosto](https://www.nosto.com/)
- **EMEA UKI Partner of the Year:** [Enchant Agency](https://www.enchantagency.com/)
- **EMEA DACH Partner of the Year:** [More Conversions](https://more-conversions.com/)
- **EMEA Benelux Partner of the Year:** [Mailmeisters](https://www.mailmeisters.nl/)
- **EMEA Nordics Partner of the Year:** [Woolman](https://www.woolman.co/)
- **EMEA France Partner of the Year:** [Axome](https://www.axome.com/)
- **EMEA Spain Partner of the Year:** [Webimpacto](https://webimpacto.es/)
- **EMEA Italy Partner of the Year: **[Jakala](https://www.jakala.com/)
- **APAC Partner of the Year:** [Andzen](https://andzen.co/)
- **APAC Technology Partner of the Year:** [Clearer.io](http://clearer.io/)
- **Hospitality Partner of the Year: **[Plein Air](https://www.itspleinair.com/)
- **Hospitality Technology Partner of the Year:** [Thanx](https://www.thanx.com/)
### Rising Stars
- **Rising Star Partner of the Year, Americas:** [Pilothouse Digital](https://www.pilothouse.co/) and [Lilo Social](https://www.lilosocial.com/)
- **Rising Star Partner of the Year, APAC:** [Dynamic Cycle](https://www.dynamicycle.com/) and [Growth Gurus](https://growthgurus.io/)
- **Rising Star Technology Partner of the Year:** [Orita](https://www.orita.ai/)
- **Rising Star Technology Partner of the Year, Hospitality:** [Bikky](https://www.bikky.com/)
## What’s ahead
This year, we said the future would be autonomous, agentic, and built with partners. We’re delivering on that. Next year, that future for this market gets bigger in every direction, and so do the possibilities for your business’s growth.
Four things we're continuing to invest in, to support our mutual growth:
- **Platform. **We shipped 200+ features this year and put roughly a fifth of revenue back into R&D, and we’re not slowing down. That's what it takes to turn a $68 billion marketing automation market into a $160 billion+ autonomous CRM market—a platform spanning marketing, service, data, and agents—and it’s ripe for our taking.
- **International. **One of our fastest-growing frontiers, and we're building the infrastructure to match it. Expanded teammates on the ground, working more closely with our global partner ecosystem, and new routes to market to help you meet your customers where they are.
- **Enterprise. **Many of the enterprise conversations we are having start with the same problem, a business looking to replace a legacy system because it can no longer keep up. Partners are central to how the largest, most sophisticated brands adopt Klaviyo. Our $1 million-plus ARR customers continue to outpace growth of the overall customer base, and the opportunity ahead is tremendous.
- **Your differentiation. **We’re launching AI Expert badging, expanded Academy certifications, and a Partner Demand Center built to keep pace with all of it—focused on supporting your development and your success.
We’re only 1% done, and so happy you are on this journey with us.
