Churn butter, not customers We've got a major problem in  B2B SaaS right now. It's a trust attrition problem. Partner programs are built on trust. The partner leader gains trust on behalf of the company. The company doesn't bestow trust unto the PAM or magically gain it from a partner.

New to partnerships? Don't make these mistakes Year one of your partner program creation is exciting and intimidating. It's also crucial to get it right. The work delivered lays the foundation for future success. Avoid these errors to set yourself up for year two of your partner program: 1️⃣ Not

Add this layer to the GTM cake Outbound = Target Inbound = Attract Nearbound = Surround As a seller, you can go cold, wait for them to come to you, or work with those who already have trust to figure out how to help your accounts. The newest and most productive channel for

Get alignment In Sales, there are plenty of frameworks to guide sellers, like MEDDIC and BANT. Been playing around with that idea for partners. PARTNER: P: Pain Points - Identify the key pain points that the potential partnership will address for both parties. This can be anything from expanding market

Food for thought When it comes to partnerships in SaaS, it's crucial to understand the type of collaboration you're entering. Classifying your partners as candy, vitamins, or painkillers can help maximize potential and achieve long-lasting success: 🍭 Candy partnerships: These collaborations create buzz and excitement through activities like co-marketing but don't

"Let me know how I can help." Not a helpful networking question. 95% of the time, it results in no action, but getting specific boosts it greatly. Try this instead: "What would make for a good referral from me to you?" Now you can show value. Have actionable specifics. Don't

Build a community I hate to break it to you, but your partner program can fall apart at any moment. If every partner operates in isolation, it's easy for them to drop or switch to a competitor. Smart partner pros build an ecosystem & community around their partner program. If you

It's okay to be weird Damn, I feel grateful. I was driving around doing some errands the other day, and I turned on the latest Marketing Together Podcast with Logan Lyles and Cory Snyder. The partnerships movement and the Nearbound industry have come so far. Sure, we have a long

These 3 things drive value creation What are the biggest drivers of value creation for partner people and partner-led growth? These things matter:  ⬇️ * Relationships - These are age-old and consist of our social connections, the ones we forge with partners, and those we build within our own organizations. This is