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Partnerships 101: ISVs, VARs, SIs, MSPs, and the Glue that Holds them Together

Partnerships 101: What is Cross-Selling?

Partnerships 101: Strategic Alliances Explained (Finally!) Plus Examples

Don’t Fall Behind: Get Your Partner Data in Your Data Warehouse (Part 1 of 2)

What Partner Ecosystem Maturity is and Why it Matters

The nearbound.com manifesto: Trust is the new data

How RingCentral Built an Internal Culture of Partnerships

It’s Happening! Crossbeam and Reveal are Joining Forces to Disrupt Go-to-Market Strategy as We Know It.

Just Because It’s Partnership Tech Doesn’t Mean It’s a PRM

The Beginner’s Guide to SaaS Tech Partnerships

Everything You Ever Wanted to Know About Channel Partnerships

Nearbound Podcast #051: Day Zero Mentality - How Rob Brewster Went from Partner Chief to Company Chief

Navigating Partnership Ecosystems: Channel, Tech, and Strategic

Partnerships 101: What Is a System Integrator (SI), and Should You Partner With One?

How to Build Your Agency Partner’s Reputation While Protecting Your Own

2022 State of the Partner Ecosystem Report

Nearbound Podcast #048: The Fear & Greed Index - Right Now Every Partner Pro Needs to Stand Tall

25 Articles Showing the Business Impact of Partnerships (Bring These to Your CEO)

The Case for a Co-Marketing-First Approach

Growing Your Partnerships Team? Here are 3 Skills You Should Look for in Your New Hires

Does Partnerships Have a Boredom Problem?

A 5-Step Guide for Scoping and Qualifying Your First Tech Partners

Secrets to Building a High-Impact Partner Program

How to Ensure Accurate Ecosystem Data

A recommended ecosystem AI strategy: Take an integrated rather than a top-down approach

A Primer: 3 Things to Lookout for as a Partnership Leader

Your Guide to Preparing for Your Next Partner Pitch Meeting

How to Launch a Strategic Partner Program (And Not Take Forever to Deliver Value)

How to Guide: Partnership Alignment with Internal Stakeholders

How to measure and attribute nearbound impact

Balancing AI, automation, and the human touch in partner management in 2024

Tech Ecosystem Maturity: Scaling Your Integration Program Via Your API

The Inside Track: How to Accelerate Crossbeam Onboarding for Your Partners

Tech Ecosystem Maturity: 4 Ways Most Partner Programs Fall Short

You Have Dormant Partners. Here’s How to Get Their Interest

How to nail co-marketing events in 2024 with nearbound

How to Gain Internal Buy-in to Build New Integrations | Connector Summit 2022

Track Churn and You’re 3.6x More Likely to Have Dedicated Budget for Integrations

The State of the Partner Ecosystem 2022 Webinar

Crossbeam Explains: What are System Integrators?

The Awkward Dance: Should You or Your Partner Build the Integration?

Building the Flywheel Starts with Your Partners

Remote, In-Office, or Hybrid? Where Partnership Professionals Worked in 2021

Four Signs it’s Time to Expand Your API Docs

7 Tips for Co-Selling Like a Supernode

Nearbound Podcast #039: Dancing with Elephants — The Art of Strategic Partnering

Tech Ecosystem Maturity: How to Level Up Your Co-Marketing Motions

20+ Interview Questions for Hiring Your First Tech Partner Manager

3 Reasons to Get Certified in Your Partners’ Tech and Become Indispensable to Your Team

Tech Ecosystem Maturity: How to Level Up Your “Better Together” Messaging

Partner Ecosystems 101

Dave Goldstein: Ecosystem-Led Sales for the Enterprise: How Braze Leveraged Alliances to Fuel Robust Growth | Supernode 2023

8 Times a Partnership Impacted an “Exit Event” (And Why Acquisitions are on The Rise)

5 Signs Your Tech Partner's About to Get Acquired (And How to Prepare for Change)

Tech Ecosystem Maturity: How to Level Up Your Integrations Team

The Inside Track: Crossbeam Security 101 with CISO Chris Castaldo

Six Tips for Expanding Internationally Using Channel Partners

10 steps to develop a co-marketing strategy

How Typeform Went from 30 Integrations to 100+ in Just One Year

How Typeform Improved Their Revenue by 40% with ELG and PLG

Partnerships 101: What Is Co-Selling?

Partnerships 101: Inbound vs Outbound Integrations and Why They Matter for Your Partnerships

How to Communicate Effectively With Your Entire GTM Team and The C-Suite

Partnerships 101: What Is an Ecosystem and How Is It Redefining Partnerships?

The Inside Track: Get to know the Crossbeam Salesforce App

The 7 Metrics That Prove the Business Impact of Your Tech Integrations

8 Times Sales Reps Won the Deal by Co-Selling With Partners

6 Ways Sales Professionals Can Use Partnerships to Advance Their Careers (and Get Promoted)

How Co-Selling & Co-Marketing Build Revenue

How Demandbase Acquired DemandMatrix in Seven Months After Launching a Partnership

The Intersection of Partnerships and Product Development with Pandium’s Cristina Flaschen

The 4 Levels of Tech Ecosystem Maturity

8 Tips for Surfacing the Business Impact of Partnerships and Driving Partner-Sourced Revenue Earlier

Tech Ecosystem Maturity: How to Level Up Your Co-selling Workflows

Despite The Economy, Gartner Projects Double-Digit Growth As Companies Find Ways to Do More with Less

The 5 Things to Do in Your First 90 Days as a Partnership Leader

Ecosystem is Everything: How to Embrace Second Party Data with Crossbeam

Vetting 100s of Channel Partners? Use This Four-Criteria Checklist to Speed Up the Process

8 Ways to Treat Your Co-Selling Partners With R-E-S-P-E-C-T

Nearbound Podcast #026: Building Trust in Channel Partnerships

Partnership KPIs For Marketing, Sales, Customer Success + More

No More Silos: 4 New Ways to Use Partner Data

Account mapping. How to (finally) do it without giant, cumbersome spreadsheets

15+ Questions to Help Your Sales Reps Master Their Co-Selling Motions

How We Foster Collaboration Remotely at Crossbeam

21 Partnerships People You Should Follow on LinkedIn

A Fill-in-the-Blanks Exercise for Evaluating Your Partner Program

How to Use CRM Data & Automation to Nurture Your Co-Selling Relationships

How to Use Partner Data In Your Sales and Marketing Dashboards (Part 2 of 2)

How CallRail Increased Integration Adoption by 167% Through Strategic Partnership with HubSpot and Reveal

3-step strategy for partnership managers

How to Execute an Effective Nearbound Channel Strategy

Don't Try To Fit Ecosystem Partners into a Channel Hole

Nearbound Podcast #022: Build, Buy, or Partner

You Should be Account Mapping at Every Stage of the Customer Lifecycle

5 Ways to Incentivize Your Sales Team to Live, Eat, and Breathe Partnerships

How to Learn the Partnerships Love Languages

How to Learn Your Customer’s Tech Stack and Increase Integration Adoption by 17%

The 9-Step Partner Impact Score Methodology for Strategic Co-Selling With Partners

Catherine Brodigan: Effective Co-Selling* (*because you have no other choice) | Supernode 2023

ELG Insider Newsletters

October 14, 2024

minutes

‍

ELG Insider #661: Step aside, spreadsheets

Andrea Vallejo

Be the liaison

A successful ELG strategy hinges on strong internal alignment.

PartnerOps is the glue that brings SalesOps, Product, Legal, Marketing, and other teams together.

By creating shared processes and transparent communication, PartnerOps ensures that partnerships aren’t just an add-on — they become a seamless part of your company’s revenue engine.

As Latané Conant, CRO at 6sense, wisely states, "It’s not about the size of your Partner team. It’s about the infrastructure. PartnerOps isn’t an extra — it drives the process."

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.

TACTICS

Things to know to setup your
PartnerOps cadence

You have an OKR (maybe more than one) to achieve, it’s the beginning of your quarter, you know you got this — because you know your ELG motion is going to drive revenue.

But how are you going to track your progress? Are you good at building dashboards and reports?

If your answers to the previous questions were either no, or IDK, Aaron Howerton, COO at Partner Foundations and Founder of PartnerOps Partner, has the answer to your prayers: PartnerOps.

PartnerOps will help you empower your partner team and finally prove the value of your Ecosystem-Led Growth (ELG) strategy.

Here are Aaron Howerton’s four steps to set up your PartnerOps cadence:

Step #1: Identify key internal stakeholders

Build strong relationships across your company, particularly with SalesOps, Product, Legal, Finance, Customer Success, and Marketing teams.

Understand who the main stakeholders are and establish ongoing communication. PartnerOps is the bridge between the partnerships team and the rest of the organization.

Step #2: Optimize partner processes — don’t become the bottleneck

Regularly meet with other teams to gather their expectations and discuss how partners can contribute.

Enable your team on both existing and new processes, while adapting workflows to include partnership needs.

Streamline processes by moving away from manual tasks (e.g., spreadsheets) and ensuring metrics are aligned with company KPIs.

Step #3: Showcase data once relationships and processes are established

Before presenting dashboards or data, build internal trust and optimize the foundational processes.

Collect metrics that demonstrate partner program impact, such as partner-sourced revenue, time to revenue, and partner retention.

Step #4: Establish a recurring cadence of communication

Schedule regular meetings with stakeholders to align on progress, share updates, and ensure everyone is on the same page.

Maintain and nurture these relationships to make adjustments and integrate partnership insights seamlessly into existing company processes.

Read our article on ELG Insider to learn about the role of PartnerOps, the metrics you need to focus on, and the tech stack you need to get started.

MEME OF THE DAY

Don’t let an email template beat you

1726147529165 — Thanks Gong for the meme.

Stuff you don't want to miss!

TODAY, September 17th - 20th — INBOUND 24 — Join us in Boston 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.
September 26th — Dueling Perspectives: The Great AI SDR Debate — Join Sangram Vajre, Co-Founder and CEO of GTM Partners, and Matt Milen, Co-Founder and President of Regie.AI, as they share the real potential of AI in sales development and its implications for your GTM strategy. 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.
October 14th - 16th — GTM2024 — Join Pavilion at The Fairmont in Austin, TX to get ahead on your 2025 GTM strategy, learn about market trends, and boost your GTM strategy. Get your ticket here.