November 7, 2024

Issue #691

Every team knows revenue’s the lifeline, but the real magic happens when you ditch the transactional mindset and focus on creating value across the board. 

Think network over sales tactics, long-term wins over short-term boosts. Inspired by pros like Blake Williams and Jill Rowley, today's insights will show you why activating your network is the key to a sustainable, powerhouse GTM strategy.

PRINCIPLES 

STOP chasing revenue alone

Every company needs revenue to survive, if money doesn’t come in, well, we all know what’s going to happen.

However, if you base your GTM motion on a transactional mindset, you will leave aside what really matters to your customers: value. 

Just as Linkon Axon, Founder of Arys, said: 

“A transactional approach is great in the short term, it helps you get buy-in from your stakeholders and partners. But 50% of ELG motions fail because they keep this transactional mindset. Instead what you have to do to be successful is be transformative. 

Creating value is the only thing that will lead you to a sustainable motion.” 

He also shared the following example: 

“The best I’ve ever worked with/for didn’t try to find the perfect partner, they concentrated on creating a perfect environment for their partners in which value-led relationships thrived.

They started with creating value for the company’s customer, then their company’s internal teams, then stakeholders, and so on until value was baked in across all touchpoints.

The outcome of this approach was clear — the increase in value he was creating directly reflected the increase in sustained revenues generated.”

TACTICS

Your network is your net worth

A couple of years ago, Jill Rowley, GTM Advisor and LP, Stage 2 Capital, said “In the era of outbound,
ABC meant always be closing. In the era of ELG (formerly called nearbound), ABC means always being connected. Your network is your net worth.”

I think everyone kind of knew that, but I’m pretty sure that phrase didn’t get the justice it deserved. However, now, GTM leaders like Blake Williams, CEO and Co-Founder of Demandi.co have stated its value.

Yesterday, Blake posted on LinkedIn the following: 

99% of SaaS partner teams think they need to master co-selling. They’re wrong. 2025's wave of $1B unicorns will solve for 90% partner network activation above all else. 

Here’s 5 reasons why the network will define how teams grow:

1. Co-selling ISN'T an infinite source of opportunities

C-suites overestimate the amount of revenue co-sell generates when you underestimate the amount of resources and attention you put into activating the network. Flimsy techstacks held together by partner leaders with seemingly more arms and legs than the average person. It's unsustainable in a brand to brand activation model. (Just ask your partner leader what that feels like...)

2. The partner program network effect value comes from the people 

In 2024, most brands realized that simple brand-to-brand partnerships had diminishing returns. A network, on the other hand, scales itself. Every partner in a go-to-network model adds exponential value — not linear. High-velocity GTM strategies focus on co-marketing where prospects are already seeking advice, not interrupting doing 2022 demand gen like nothing has changed.

3. Go-to-network is faster and more adaptable

Activating a network of hundreds of partners in your program means less time spent coordinating, almost a complete elimination of ASSET BUILDS (think landing pages, webinars, white papers etc.), and more time spent activating. The model adapts and scales on its own and the bridge to change takes less than 30-60 days. 

Read his complete LinkedIn post for the other two points here. 

His main takeaway was: 

The ‘brand-to-brand’ era is coming to a close. Go-to-network partner activation is the future of GTM.

The next unicorns won’t sacrifice speed and agility to go brand to brand. They’ll tap the entire network of their partner program.

If you’re curious to know how to start a flood of warm traffic in 60 days, make sure you send Blake a DM, he and his team are cooking up a webinar about this too. 

MEME OF THE DAY

Everyone has priorities

STUFF YOU CAN’T MISS 

• November 7 — What Buyers Want From Sales Outreach — TODAY

Tom Boston, Jen Allen-Knuth, and Samantha McKenna will share their insights on cutting through the clutter and delivering outreach that works, how to meaningfully connect with prospects, and what modern buyers respond to. Save your seat here.

• November 11 - 14 — Web Summit 2024 

70,000 people will gather in Lisbon, Portugal for one of the biggest tech conferences in the world, featuring speakers from leading companies across nearly every technology vertical. Book your ticket to join them here.

• November 12 - 14 — B2B Forum

B2B Forum, the B2B marketing conference from MarketingProfs, is coming to Boston, MA. Learn how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Register here.

• November 20 — GTM Partners Better Together Roadshow: San Francisco

If you’re a GTM leader, join the first B2B go-to-market conference focused on unifying teams and tech. The Crossbeam team will be at the next event in San Francisco, learn more here.

You're all caught up

See you tomorrow

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