ELG Insider #656: Money, money, money, must be funny
Getting buy-in to modify the way your GTM operates is hard, but the key is to show where the money is, and how with ELG your teams can achieve their goals easily.
The Nearbound Daily is now officially the ELG Insider Daily!
Welcome to the ELG Insider Daily — the #1 newsletter in the world keeping thousands of GTM professionals on top of the latest Ecosystem-Led principles, tactics, and trends. Join the movement here.
SHARE YOUR INSIGHTS
The Future of Revenue survey
As a GTM leader, your experience and insights are crucial to understanding the direction of revenue strategies in our industry.
We’ve partnered with Pavilion to survey GTM leaders, and we’d love it if you could take 7 minutes to share your thoughts.
It’s completely anonymous, and you’ll get early access to the report before its official release this fall.
Take the survey here.
PRINCIPLES
ALWAYS show where the money is
There are different ways to convince people to do things you want them to do — there are even human behavior theories like Social Cognitive Theory (SCT) that can help you do that.
But to avoid getting into complex models and theories, you can just present information in different ways:
- For people who are emotion-oriented, present the consequences of their actions, what “bad things” could happen if they don’t adopt the new behavior — in this case ELG.
- For people who are rational (like your sales team), present facts and stats — share any potential revenue stats, persona overlap, your ICP’s technographic data, how their team can leverage ecosystem data as purchasing signals to close deals faster, etc.
Learn from Kristen Habacht, CRO at Typeform, how to talk about integrations from a PLG perspective to your CRO.
TACTICS
Gainsight’s guide to elevating events with ELG
To take care of existing customers, Gainsight loves to plan events using an ecosystem-led strategy.
Their key to make their events a success is to get the right people in the right place — and ELG is perfect for that.
Nick Mehta, Gainsight’s CEO, shares how they run ELG events to keep their existing customers extra happy and expand their market.
“Doing events is a great way to gain some pipeline, but at some point you will recycle your same audience. Your events will be full of people who know you, but what about people who don’t know you? To gain net new prospects or enter into a new market, ELG is your best ally.” — Nick Mehta, CEO, Gainsight
Here's a step-by-step breakdown of how Gainsight utilizes ELG to achieve this:
- Prioritize attendee trust: Gainsight places a high value on attendee trust, ensuring that personal data and information are not shared indiscriminately.
- Use modern account mapping with Crossbeam: By matching the list of attending companies at their events with the target prospects, opportunities, and customers of their partners and sponsors, they create a curated list of high-value introductions.
- Curate targeted introductions: With the data from Crossbeam, Gainsight creates a focused list of attendees who would benefit most from interactions with specific partners and sponsors.
- Mass personalization of the event experience: Gainsight tailors the event experience for each attendee, ensuring they connect with the partners and sponsors most relevant to their interests and needs.
- Extend ELG to smaller, curated events: They work with local partners to carefully select attendees to local events such as customer dinners, ensuring a mix of potential new business and existing happy customers. Their ideal attendee breakdown is:
- 70% potential new business
- 30% existing happy customers
- 20% shared relationships to represent success stories
Get Gainsight’s entire step-by-step guide to run ELG events to boost customer satisfaction here.
RESOURCE OF THE DAY
The Book on Partnerships: How Startups Work With Partners To Sell More, Add Features, And Get Acquired
Franz-Josef Schrepf, Head of Strategic Partnerships at OpusClip, launched at Catalyst ’24 The Book on Partnerships, a 243-page guide that explains the topic of partnerships through simple frameworks and real stories.
It’s the summary of hundreds of expert sources and real-world examples. This book will teach you how to create a partner strategy, find the right partners, drive more sales, expand globally, avoid channel conflict, forge alliances with industry giants, and get your startup acquired.
Congrats Franz on your book!
Get your copy here.
Stuff you don't want to miss!
- TOMORROW, September 10th — RevOps Playbook for High-Growth Companies — Tessa Whittaker, VP of Revenue Operations at ZoomInfo, and Mollie Bodensteiner, VP of Operations at Sound will share how to start and identify your RevOps approach. Organized by RevGenius. Save your spot here.
- September 12th — Building a Value-Based Partnership Strategy — Asher Mathew, CEO and Founder of Partnership Leaders, and Chad Quinn, CEO and Co-Founder of Ecosystems, will share how to strategically align with partners to drive value, optimize resources, and sustain competitive advantage in a cost-conscious market. Register here.
- September 17th - 20th — INBOUND 24 — Join us in Boston this September at INBOUND to meet the newly merged team, get the most up-to-date intel on the new merged Crossbeam x Reveal product, and attend the most fun after INBOUND parties. Meet the team at INBOUND.
- September 24th — GTMnow Live: The Future of Outbound: An Ecosystem-Led Approach — Outbound is changing and ecosystems have never been more important. Join go-to-market leaders from Crossbeam, Pattern, and Atlan as they discuss the shift towards an ecosystem-led approach in outbound sales. Register now.
- October 1st — SalesIntel Annual Summit — SalesIntel is organizing a 100% free and virtual summit where you will find specific tracks curated for sales, marketing, and RevOps and roundtable working sessions focused on sharing actionable ways to build pipelines and achieve growth goals. Save your seat here.
- October 1st - 3rd — RevCon — RevGenius partnered with Common Room, Sigma, Avoma, The Juice, and many more to bring you a 3-day virtual conference to reunite your sales, marketing, revops, and cs leaders behind to learn and discuss about the future of SaaS. Save your spot here.
You're all caught up
See you tomorrow
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