Fivetran, an automated data movement platform, has created a full-blown arsenal of ecosystem intelligence that has given their sales team what they need to grow to over 5,000 customers and surpass a $5 billion valuation.
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.
PRINCIPLES
Hub and spoke versus network graph
Unlike direct sales or marketing, ELG is...
- Infinitely scalable
- Allows you to expand your market reach exponentially instead of linearly
- Operationalize indirect channels at scale
Initially, you may think of your company’s ecosystem as a big hub and spoke diagram, with your company at the center of many partnerships that revolve around it.
As it turns out, however, virtually no one’s ecosystem is shaped like this — and that’s a good thing.
In reality, a healthy ecosystem contains many companies that each have their own ecosystem as well.
As a result, ecosystems aren’t hubs and spokes at all. They’re network graphs.
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Read more about the power of your partner ecosystem here.
TACTICS
Give your Sales team an arsenal of ecosystem intelligence
Fivetran, an automated data movement platform, has created a full-blown arsenal of ecosystem intelligence that has given their sales team what they need to grow to over 5,000 customers and surpass a $5 billion valuation.
Core to this success is their partner ecosystem.
Michael Bull, their director of Strategic Alliances, said this,
“We really are a true full stack consumer of ELG strategies...We do it all, from Sales to CS and everywhere in between. But nothing happens if we don’t get the data into the hands of our customer-facing teams."
A starting principle behind their approach is to meet the sales team where they already are — in their Salesforce CRM system and Looker dashboards — rather than forcing the use of a new tool or needing to step out of existing workflows to access the data.
- Install the Salesforce widget.
Then, make sure your reps know how to use it. - Create a custom object in Salesforce.
Fivetran loads all of their ELG Account Mapping data directly into a custom object inside of Salesforce itself, making that data a first-class source of truth in the company’s CRM data model.
Data-savvy reps can build custom reports from scratch, but most consumers of this data simply tap into prebuilt reports that Bull’s team have added into Salesforce - when a rep pulls one up, it’s automatically tailored to only show a version of the report narrowed down to their own accounts.
Here are some of their most popular reports:- My Accounts vs Modern Data Stack Partner Customers
- My Accounts vs Modern Data Stack Partner Opportunities
- My Opportunities vs Modern Data Stack Partner Customers
- My Opportunities vs Modern Data Stack Partner Opportunities
- My Opportunities vs System Integrator Partner Opportunities
- My Opportunities vs System Integrator Partner Customers
- Build your Sales Managers a dashboard, powered by this data.
They can see how each of their reps is performing with accounts shared with different key partners. They can track key activities with partners, which are also logged in the CRM. And they can diagnose deals that are slowing down or at risk through the lens of the ecosystem, often finding pathways to unstick an opportunity with the aid of a key partner.
Read how Fivetran builds their analytics dashboards.
FROM THE ECOSYSTEM
Both our Crossbeam and Reveal teams have been blown away by the support the partner world has given us since the announcement was made.
Thank you for your support. 💙❤️
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UPCOMING EVENTS
ELG Con London 2024
Join us at our first official event as a unified company! Get your early bird discount to ELG Con London 2024 here!
Stuff you don't want to miss!
- July 10th—The Partnership Death Cycle and How to Avoid it—Scott Pollack (CEO at Firneo) will share the biggest challenges keeping partnership professionals up at night. By the end of the webinar you will know exactly how to overcome your daily challenges and what steps you need to take to put your partner program and career on the fast track. Register here.
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