Nearbound Weekend 06/08: Use the ICE Framework to "Partner Pill" Every Department
There's a simple framework to help bring nearbound to every department, created with the help of Mark Kilens. Mark is the mastermind behind HubSpot's Inbound Academy, former VP of Community at Drift, CMO of Airmeet, and now Co-founder of Tack.
Welcome to the Nearbound Daily Newsletter—the #1 partnerships newsletter in the world keeping thousands of partner professionals on top of the latest industry principles, tactics, and trends. nearbound.com is a project of Reveal. Join the movement here. And ask NearBot a question here.
RECAP OF THE NEARBOUND DAILIES LAST WEEK
- Great Partners Are Like Diamonds
- Tap Into Partners To Help Close a Deal In The Final Stages
- Partners Are Not Your Glorified BDRs
- The Nearbound Marketing Blueprint
- Step-By-Step Guide to Overlay Partners Into Your GTM Efforts
RECENTLY PUBLISHED ON NEARBOUND.COM
- The GTM Partners x Reveal Partnership by Sangram Vajre
- Partnership Value Modeling by Linkon Axon
- How CallRail Increased Integration Adoption by 167% Through Strategic Partnership with HubSpot and Reveal by Shawnie Hamer
- How to Help Your Sales Team with Intros by Andrea Vallejo
- Leveraging Partnership Data To Its Fullest Extent Requires Integration by Shauntle Barley
- Howdy Partners #74: Reactive Partner Marketers Are Salary Wasted with Jessica Fewless
- How to Help Your Sales Team with Intros by Andrea Vallejo
- Expanding into New Markets with Nearbound by Andrea Vallejo
- The GTM Bowtie: How To Overlay Partners Across the Complete Customer's Journey Part One by Ella Richmond and Will Taylor
- How GTM Leaders are Tracking Nearbound Metrics
- How Sendcloud Achieved an 80% Increase in New Leads Sourced From Partners Using Reveal by Ella Richmond
- Your Deal Isn't Dead, It's Just Not Partner-Led by Andrea Vallejo
- How Fullstory Builds their Tech Partnerships Program with Reveal’s Help to Increase Their Renewal Rate by 14% with Nigel Liaw
- Nearbound and the Rhythm of Business by Jared Fuller
- Rhythm of Business Checklist by Jared Fuller
REFLECTION ON THE NEARBOUND ERA
How exactly to integrate nearbound across every team
The Partnerships team should orchestrate connections for Marketing, Sales, Customer Success, Product, and beyond.
Rather than hoarding partner relationships, their responsibility is democratizing access company-wide. They tear down walls between teams both within the organization and outside of it, enabling the free flow of ideas and connections that were formerly segregated by the org chart.
As a leader, you need to decide to create watering holes where employees can congregate to exchange intelligence regardless of department.
Isaac Morehouse, my Co-founder at nearbound.com, calls this the "Partner Pill." Once you take it, you can't stop seeing opportunities everywhere to tweak your strategy in line with the power of network effects built on trust.
There's a simple framework to help bring nearbound to every department, created with the help of Mark Kilens. Mark is the mastermind behind HubSpot's Inbound Academy, former VP of Community at Drift, CMO of Airmeet, and now Co-founder of Tack.
It's not complicated either. It's called ICE and it's pretty cool. (Get it? I couldn't help myself.)
ICE stands for Identify, Collaborate, and Execute.
Every department, whether it's Product, Marketing, Sales, Success, or Operations, requires incorporating nearbound motions via the same three steps every time:
- Identify: Determine who surrounds your buyer and who they trust.
Identify potential partners that make sense to collaborate with. Establish connections with trusted partners to build a strong ecosystem of businesses working together. Use a Nearbound Revenue Platform (like Reveal!) to analyze overlaps with prospective partners and understand joint customer and prospect opportunities.- Collaborate: Align with partners on how you can provide mutual value to customers.
Create joint marketing campaigns, co-branded content, and targeted events that generate mutual leads and drive pipeline. Utilize real-time insights from your Nearbound Revenue Platform to update target account lists based on partner overlap and customer statuses.- Execute: Take action to turn these relationships into results.
Run specific plays to engage partners and their customers in the sales process. Leverage partner insights to gain valuable information, facilitate introductions, and influence customer decisions. Work with partners to ensure exceptional customer success and support, leading to high customer satisfaction, retention, and upsell opportunities. Co-develop new products, services, or solutions with partners, utilizing shared expertise and resources to stay ahead of the competition and deliver value to customers.
When you realize that buyers demand trust, that you need to partner with those surrounding them, and that creating a web of partners can unlock network effects, you are ready to enter the nearbound future.
—Jared Fuller (Chief Ecosystem Officer at Reveal and nearbound.com)
You're all caught up.
If this email was forwarded to you, sign up here to get the newsletter every week.
nearbound.com is a project of Reveal.co
