Video
|
59
 minutes
Friends with Benefits #29: Jay Baer on the Importance of Creativity and Innovation in B2B Marketing
Article
|
4
 minutes
Nearbound Daily #504: Use the Value Chain To Determine Your IPP
Article
|
4
 minutes
Giving-to-Give vs Waiting-to-Get: the DNA of Partner Ecosystems and the Future of Business
Article
|
3
 minutes
Nearbound Daily #503: How to Earn a Partnerships Mentor
Article
|
1
 minutes
The partner recruitment deck you can use today
Article
|
3
 minutes
Nearbound Daily #502: 6 Questions That'll Make Stakeholder Alignment Easier
Article
|
3
 minutes
Nearbound Daily #501: Steal this Marketo Play: Simplify, Focus, Repeat
Article
|
4
 minutes
Nearbound Weekend 01/20: How to Apply "Atomic Habits" to Your Partner Strategy
Video
|
43
 minutes
Crossbeam Product Drop: How to turn your ecosystem data into dollars
Article
|
3
 minutes
Nearbound Daily #500: How to Avoid Legal Hold-ups With Partner Contracts
Article
|
4
 minutes
Nearbound Daily #499: Takeover with Nelson Wang from Partner Principles
Article
|
2
 minutes
Nearbound Daily #498: Simon Bouchez's Open Letter to Partnerships from Sales
Article
|
3
 minutes
How Sendoso Empowers its Sales Team to Close Deals 28 Days Faster
Article
|
4
 minutes
Nearbound Daily #497: Use These Questions To Uncover Nearbound Marketing Opportunities
Article
|
3
 minutes
Nearbound Daily #496: Avoid 2 Common Buy-In Pitfalls
Article
|
9
 minutes
An open letter to partnerships, from sales
Article
|
4
 minutes
How a Sales Leader and a Head of Partnerships Get Buy-in and Drive Results Across Netskope’s Revenue Org
Article
|
5
 minutes
An Outside-In GoToMarket = GoToEco
Article
|
4
 minutes
Nearbound Daily #495: How To Take Ecosystem Partners Out of A Channel Hole
Video
|
31
 minutes
Howdy Partners #64 - Unlocking Success in Channel Partnerships - Rob Sale
Video
|
59
 minutes
Friends with Benefits #28 - Creating the Life You Want: Morgan J. Ingram's Guide to Breaking Through the Noise
Article
|
4
 minutes
Nearbound Daily #494: How to Bridge the Gap With Your Sellers
Article
|
5
 minutes
Nearbound Daily #493: Step-By-Step Guide to Winning Budget for Partner Tech
Video
|
5
 minutes
Barbara Treviño: Empower Your Go-To-Market Teams With Partner Data | Supernode 2022
Article
|
2
 minutes
Nearbound Weekend 01/06: 3 Trends I'm Watching in 2024
Article
|
3
 minutes
Nearbound Daily #488: Your 2024 Guide to Nearbound Marketing
Video
|
50
 minutes
Nearbound Podcast #146 - From the Vault: Navigating the Partner Ecosystem - Norma Watenpaugh
Article
|
3
 minutes
Nearbound Daily #487: Complete Guide to Nearbound Product in 2024
Article
|
5
 minutes
Nearbound Daily #486: Nearbound GTM — Everything You Need To Know For 2024
Article
|
2
 minutes
Nearbound Weekend 12/30: Partner Pros are Sculpting History
Article
|
4
 minutes
Nearbound Daily #485: How Zapier Scales Partner Success
Video
|
43
 minutes
Howdy Partners #63 - Unveiling the playbook for GTM success - Matt Dornfeld
Article
|
4
 minutes
Nearbound Daily #484: Enhance Your 2024 Events Strategy
Article
|
8
 minutes
5 Ways to Align Customer Success Teams with Your Nearbound Strategy
Video
|
46
 minutes
Nearbound Podcast #145 - From the Vault:The Art of Channel Partnerships with Bobby Napiltonia
Video
|
5
 minutes
Building in an Ecosystem: Why Hapily is Shipping Products Entirely on HubSpot by Scott Brinker and Connor Jeffers
Article
|
2
 minutes
Nearbound Daily #481: 'Twas the Night Before a Partner Deal
Article
|
3
 minutes
Nearbound Weekend 12/23: It's a wonderful partner pro life
Video
|
30
 minutes
Howdy Partners #62 - The Nearbound Playbook: Proven Strategies for Success - Will Taylor & Isaac Morehouse
Video
|
58
 minutes
Friends with Benefits #27 - Building Trust and Adding Value in Partnership Programs - Bryan Williams
Article
|
10
 minutes
The nearbound email template hub
Video
|
48
 minutes
Nearbound Podcast #144 - The rise of the chief partner officer - Asher Mathew
Article
|
2
 minutes
Nearbound #477: Don't Get Blinded By The Shine 😵
Article
|
3
 minutes
Nearbound Daily #476: How to Find the Right Rumble 👂
Article
|
5
 minutes
Nearbound Weekend 12/16: Do We Have A New Funnel? 🎀
Article
|
2
 minutes
Nearbound Daily #475: Co-sell, Co-keep, Co-grow
Video
|
54
 minutes
Howdy Partners #61: How Partnerships Can Drive Customer Advocacy - Will Taylor
Video
|
9
 minutes
How to Measure Partnerships ROI
Article
|
4
 minutes
Nearbound Daily #474: Nearbound, Allbound, Glory-bound 🙌
Video
|
49
 minutes
Friends with Benefits #25 - Building Exceptional Relationships - Matt Quirie
Video
|
10
 minutes
Brandon Balan and McKenzie Jerman: We replaced our mid-market sales with Ecosystem-Led Growth. This is what happened. | Supernode 2023
Video
|
55
 minutes
Nearbound Podcast #143 - Cracking the Nearbound Code: Secrets to Successful Nearbound Plays - Isaac Morehouse and Will Taylor
Article
|
3
 minutes
Nearbound Daily #471: Uncover Your Shadow Partner Program
Article
|
5
 minutes
Nearbound Weekend 12/09: Fruit Ninja Influencer Drives 600k in Revenue
Video
|
57
 minutes
The Future of Revenue: What You Need to Know
Article
|
2
 minutes
Nearbound Daily #470: Yes, It Really Is That Easy
Article
|
4
 minutes
Nearbound Daily #469: No BS Guide to Revenue 💰
Article
|
3
 minutes
Nearbound Daily #468: Some triggering advice from Jason Lemkin 🤐
Article
|
10
 minutes
Key takeaways: The 2023 state of partner-led growth report
Video
|
44
 minutes
Nearbound Podcast #142 - The Kobe Bryant Approach to Partnerships: A Conversation with Rohan Batra
Article
|
180
 minutes
Nearbound Daily #467: Overcome partnerships negativity
Article
|
3
 minutes
Nearbound Daily #466: Ecosystem revenue times infinite 💰
Article
|
1
 minutes
Nearbound Weekend 12/02: Nearbound synergy 👩‍🔬
Video
|
30
 minutes
Howdy Partners #59: The Secret to Building a Successful Partnership Strategy - Katie Landaal
Video
|
54
 minutes
Friends with Benefits #23: The Power of Storytelling - Priya Sam
Video
|
44
 minutes
Nearbound Podcast #141 - Unleashing the Nearbound Mindset - Jared Fuller
Article
|
4
 minutes
Getting to "All In": Achieving Cross-Functional Buy-In for Your Ecosystem Strategy and Plan
Video
|
44
 minutes
Nearbound Podcast #140- - Revenue Over Relationships: How to Make Money in Every Partnership - Rasheité Calhoun
Article
|
5
 minutes
With ELG, Your Sales Team Needs Fewer Opportunities to Hit Quota
eBook
The Future of Revenue 2023
Article
|
2
 minutes
Nearbound Daily #454: Why your GTM determines co-sell strategy 💪
Article
|
3
 minutes
Nearbound Daily #453: TrustRadius on how buyers think and purchase 💰
Article
|
5
 minutes
Cold Outbound Isn’t Dead. Here’s What Sales Leaders Say are the Most Cost-Effective Sales Strategies in 2023
Article
|
2
 minutes
Nearbound Weekend 11/11: Good language produces results
Video
|
59
 minutes
Friends with Benefits #21: A Masterclass in Purposeful Networking - Scott Leese
Video
|
26
 minutes
Session two. Why Sales Teams Need Nearbound by Bobby Napiltonia and Jared Fuller
Video
|
25
 minutes
Session twelve. Phone a Friend: How Nearbound Social Warms Up Cold Calls by Daisy Chung, Avi Mesh, and Adam Sockel
Video
|
28
 minutes
Session three. When the Buzzword Meets the Road: Does Co-Selling Have to be So Hard? by Sam Yarborough, Stephanie Pennell, Xiaofei Zhang, and Rasheité Calhoun
Video
|
28
 minutes
Session thirteen. Beyond the Data: Henry Schuck’s Journey from Bootstrapped to Billions by Henry Schuck and Simon Bouchez
Video
|
26
 minutes
Session ten. Public Ecosystems and Private Ecosystems by Harbinder Khera, Theresa Caragol, and Kevin Linehan
Video
|
28
 minutes
Session six. Level Up Your 2024 Results: The Big Partner Bet by Judd Borakove
Video
|
27
 minutes
Session seven. Go To Network & The 3 Nearbound Sales Plays by Scott Leese
Video
|
26
 minutes
Session one. The Challenge for CROs Thinking Nearbound by Mark Roberge and Jill Rowley
Video
|
22
 minutes
Session nine. The Antidote to More: How Nearbound Rewrites the Better Together Story by Latané Conant
Video
|
32
 minutes
Session fourteen. 30 Minutes to President's Club LIVE at the Nearbound Summit by Nick Cegelski and Armand Farrokh
Video
|
25
 minutes
Session four. Operational Rigor in the Nearbound Era by Cindy Zu and Graham Younger
Video
|
27
 minutes
Session five. When Partner Attach Goes Wrong and How to Coach Your Way Out of It by Aaron McGarry and Cory Bray
Video
|
25
 minutes
Session eleven. Turning Your Company’s Network Into Pipeline by Joshua Perk
Video
|
38
 minutes
Session eight. Real Templates You Can Use to Run Nearbound Sales Today by Will Allred and Jared Fuller
Article
|
3
 minutes
Nearbound Daily #448: 👊 A never-before-seen lineup of top marketers
Video
|
26
 minutes
Session two. Nearbound Surround: How to Reach Buyers in the 'Who' Economy by Isaac Morehouse
Video
|
27
 minutes
Session twelve. The 3 Best Event Types for Driving Revenue by Kate Hammitt and Emily Wilkes
Video
|
26
 minutes
Session thirteen. The Future of ABM: How to Elevate Your GTM Strategy with Intent Data & AI by Deeksha Taneja and Yiz Segall
Video
|
26
 minutes
Session ten. How People-First GTM and Nearbound Will Forever Change How You Grow Pipeline and Revenue by Mark Kilens and Nick Bennett
Video
|
26
 minutes
Session seven. Event Led Growth: Partner Events at Scale by Justin Zimmerman
Video
|
30
 minutes
Session one. The End of the Demand Waterfall bySidney Waterfall
Video
|
28
 minutes
Session nine. The Data is In: It's About 'Who' not 'How' by Vinay Bhagat
Video
|
20
 minutes
Session fourteen. LIVE Freestyle Performance by Harry Mack
Video
|
26
 minutes
Session four. People Trust People: How to Drive Pipeline with Personalities by Adam Ryan and Daniel Murray
Video
|
27
 minutes
Session five. How To Scale Revenue Through Pay-For-Performance Partnerships by Michael Cole and Adam Glazer
Ecosystem-Led Sales: Deals and Revenue
How to Use Crossbeam, Gong, and Clay to Drive More Revenue
by
Andrea Vallejo
SHARE THIS

Discover how sales teams can overcome GTM misalignment in 2025 using Crossbeam, Gong, and Clay integrations to drive pipeline, prioritize accounts, and prove partner influence.

by
Andrea Vallejo
SHARE THIS

In this article

Join the movement

Subscribe to ELG Insider to get the latest content delivered to your inbox weekly.

One of the biggest go-to-market (GTM) challenges in 2025? Alignment. According to the 2025 Future of Revenue Report, misaligned teams are 70% more likely to report extended sales cycles.

And that’s just the beginning.

Misalignment results in duplicated efforts, wasted marketing spend, and inconsistent customer experiences. These inefficiencies increase customer acquisition costs and chip away at profitability.

But misalignment isn’t just about communication breakdowns or skipping your weekly sync with marketing or partnerships. It often comes down to siloed tools and workflow bottlenecks. In fact, 47% of organizations say that data siloing and poor accessibility are their top obstacles to gaining marketing insights.

Just imagine: your marketing team is tracking leads in Google Analytics, partnerships is operating in Crossbeam, and you’re managing pipeline in Salesforce or HubSpot. Everyone’s doing their part — tracking KPIs, updating lead stages — but if your tools don’t talk to each other?

Total chaos.

This lack of cohesion causes poor lead handoffs, unclear ownership, and missed conversion opportunities. Your team ends up wasting 12 hours per week chasing siloed data. And it’s getting worse: 68% of respondents in DATAVERSITY’s 2024 Trends in Data Management survey cited data silos as their top concern — up 7% from last year.

But it doesn’t have to be this way.

Ring the Gong: A new webinar series 

Ring the Gong is a new webinar series created for sales leaders who want to close more revenue, faster, and without overhauling their entire tech stack.

Powered by Crossbeam and Gong, the series showcases the tools, integrations, and workflows that actually drive results across pipeline acceleration, stakeholder engagement, and partner influence. Each episode features a guest partner and real-world tactical plays that revenue teams can put into action immediately.

In the first episode, Clay took the spotlight.

Solange Levy, GTM Engineer at Clay, joined Patrick Burke (GTM Technology Partner Manager at Gong), Gdaly Berlin (Solutions Consultant at Crossbeam), and Kevin Linehan (Director of Partnerships at Crossbeam) to demonstrate how Gong, Crossbeam, and Clay can work together to streamline your revenue stack — and turn alignment into impact.

Together, they shared how to:

  • Unlock better visibility into account potential
  • Multithread more effectively across key stakeholders
  • Attribute partner influence more clearly throughout the deal cycle

Benefits of the Crossbeam, Gong, and Clay integrations

When Crossbeam and Clay integrate, they bring partner ecosystem data directly into your prospecting workflow. Through this native integration, revenue teams can overlay Ecosystem Intelligence — like shared customers, open opportunities, and co-selling potential — right into their Clay tables. This gives GTM teams instant visibility into which accounts to prioritize and why.

For companies like BEMO, integrating Crossbeam and Clay was a game changer. By syncing ecosystem data with their outbound workflow, Enrique and his team were able to uncover high-fit, partner-connected leads they would have otherwise overlooked, dramatically improving their ability to prioritize and engage the right accounts at the right time.

The results speak for themselves:

  • They went from booking 10 meetings in 10 months to consistently booking 5–10 meetings per month, each tied to $100K–$300K ARR deals (a 900% improvement in outbound performance).
  • Outbound emails are now generating a 10% reply rate.
  • The team drove $1.8M in pipeline in just six months.
  • And Enrique made company history as the first BDR to hit outbound meeting goals at BEMO.

The integration between Crossbeam and Gong brings partner insights directly into where sellers spend their time: in call reviews, pipelines, and deal rooms. With Crossbeam Copilot for Gong, sellers can see which partners are working with a prospect, who to ask for a warm intro, and how recently that partner closed a deal with the account — all without leaving Gong. This makes it easy to identify influence, build co-selling momentum, and prove partner impact, helping partnerships and sales stay aligned in real time.

Finally, the Gong and Clay integration brings conversational intelligence into your data enrichment and research workflows. By syncing Gong call data into Clay, teams can automatically tag accounts with insights like interest signals, partner mentions, and buyer intent. Clay’s AI agent, Claygent, can then combine this context with firmographic and technographic data to prioritize outreach and fine-tune messaging. With this integration, teams no longer have to sift through call notes or jump between tools — they get a smarter, faster way to act on key moments that move deals forward.

The Crossbeam, Gong, and Clay integrations in action

Play #1: Uncover your highest-value accounts, automatically 

This play centers around Clay — though it integrates with Crossbeam and Gong, the action starts here.

Your stack:

  • Clay: Base of operations and data enrichment to spot high value accounts
  • Crossbeam: Overlay Ecosystem Intelligence
  • Gong: Embed call transcripts and insights

Here’s how to run it:

Step #1: Import partner data via Crossbeam

In Clay, open your partner table and connect Crossbeam. You’ll now see which accounts overlap, like whether they’re your partner’s customers, open opportunities, or prospects (and vice versa).

Step 2: Sync with Salesforce

Use Clay’s Salesforce integration to match records by object or email domain. This ensures your account data is accurate and aligns with the current deal stage.

Step 3: Define your prioritization criteria

Use Clay’s formulas to classify accounts as high, medium, or low priority. For example:

High priority = Your open opportunity + Partner’s customer + Previous engagement

This logic will drive how Clay tags your accounts.

Step 4: Enrich with firmographic and technographic data

Clay pulls from providers like HG Insights and People Data Labs to add revenue, employee size, tech stack, and more.

Step 5: Use Claygent to research tech usage

Claygent — Clay’s AI agent — will scan websites and synthesize which tools your prospects use. It populates these insights directly into your Clay table.

Then that data will be shown in your Clay table within different columns to help you better understand what tools are your prospects using. 

Step 6: Determine ICP fit

Claygent will also review company websites to evaluate whether an account matches your Ideal Customer Profile — helping you stay focused on high-fit prospects.

Step 7: Add Gong’s interaction data

Gong will show which accounts are engaging with your team, summarize call transcripts using AI, and reveal if a partner was mentioned — or if a partner-led implementation was needed.

Play #2: Multithread with key decision makers to close complex deals

This play is all about Gong, though it integrates tightly with Crossbeam and Clay.

Your stack:

  • Gong: Identify gaps in stakeholder engagement
  • Crossbeam: Reveal partner connections and contact information 
  • Clay: Enrich contact info

Here’s how to run it:

Step 1: Spot single-threaded deals

In your Gong pipeline dashboard, identify deals where only one contact is engaged. Gong will flag missing decision-makers — often the reason deals go dark.

Step 2: Track stakeholder involvement

Gong lets you tag which contacts your POC needs approval from (and from who) and whether you’re engaging at the right power level. It’ll alert you if more stakeholders are needed.

Step #3: The next step is to get the contact information from those missing stakeholders that you should involve in your deal. To get them, leverage Crossbeam Copilot for Gong. This widget will show you: 

  • Which partners are already working the account
  • Your best partner for a warm intro
  • Recent partner deal activity
  • Who the economic buyers are
  • Who to reach out to for introductions

Step 4: Enrich with Clay

Feed your updated stakeholder list into Clay to fill in missing contact info and firmographics. Now your AE knows exactly who to reach out to — and how.

Play #3: Track and prove partner influence on revenue

This one’s all about Crossbeam, with backup from Clay and Gong.

Your stack:

  • Crossbeam: Attribution engine
  • Gong: Surface partner mentions in calls
  • Clay: Add context and visibility

There are two ways to run this play:

Way #1: Give your team visibility into your ecosystem 

Step 1: Import Ecosystem Intelligence into Clay

Add partner intel like:

  • Account name
  • Partner name
  • Partner population (customer/prospect/etc.)

This forms your "breadcrumb trail" for potential partner influence.

Step 2: Use Crossbeam’s Activity Timeline

Go to Crossbeam’s Activity tab and select Timeline. Here’s where you’ll be able to track account movements throughout your sales cycle and see what actions were taken in Crossbeam Copilot.

Step 3: Identify partner mentions in Gong

Through the Gong-Crossbeam integration, search for when partners were mentioned in conversations. This is your proof of partner impact on the deal.

Way #2: Enable direct co-selling conversations

Step 1: Use Crossbeam Copilot in Gong

Your reps can view partner intelligence directly within Gong and even contact partners without leaving the platform.

Step 2: Message partners with a co-selling template

Hit “Message” and send your partner a context-rich co-sell request, making it easy to collaborate.

Step 3: Track influence and assign attribution

All conversations are logged in Crossbeam for Sales. Once the deal closes, Partner Managers can assign attribution — sourced or influenced — which syncs back to your CRM for full-funnel reporting.

This attribution will be shown in Crossbeam and in your CRM (the good thing is that you’ll be able to go back and trace all the bread crumbs, thanks to the link that leads to your Crossbeam for Sales and your partner conversations). 

From chaos to clarity — align for revenue impact

Revenue teams can’t afford to work in silos. Misalignment between tools, teams, and data flows isn’t just an operational headache — it’s a revenue killer.

But with the right strategy and integrations, your tech stack can become a growth engine.

By implementing these three plays (automating account prioritization, multithreading with key stakeholders, and proving partner influence), you give your team the visibility, efficiency, and focus they need to drive results. No more tool juggling. No more chasing data. Just clear, coordinated motion across marketing, sales, and partnerships.

Because when your stack is aligned, your team isn’t just working — they’re winning.

And that’s when it’s time to ring the gong.

Book a free ELG strategy call, to learn how you can Gong, Clay, and Crossbeam together to uncover high-value accounts automatically, engage the right stakeholders to close complex deals, and track and prove partner influence on revenue.

You’ll also be interested in these

Article
|
7
 minutes
Co-Selling for Success: How Chili Piper and Gong are Generating Millions in Revenue by Partnering Up
Article
|
7
 minutes
How BEMO Boosted Meetings by 900% Using Clay, Crossbeam, HubSpot, and Ecosystem-Led Growth
Article
|
7
 minutes
Ring the Gong: Optimize Your Sales Stack for Revenue Impact