@apotheon - I totally agree, and you make a great point.

In a Myers-Briggs sense; I'm very much the "I", so outgoing communication, marketing and sales is not my strong point. But, if you're going to take your business seriously, you need to decide whether you're running a hobby / pseudo-contract arrangement or a proper business. And a proper business does sales and marketing.

So, in my business' situation, I have hired a marketing consultant (whose brain works nothing like mine) to help us communicate the brand. I have hired a sales coach to help us with a simple roadmap for selling to clients in the way clients want to be sold.

You don't need to partner; just hire them on commercial terms. It has dramatically changed the results of our business; so I'd highly recommend it - more so especially if you lack the social skills to drive the marketing and sales yourself.