PartnerHacker Weekend 3/5: Hatfields and McCoys

New this week

A quick recap of the PH daily from this week:

• Can marketplaces save us from the offer problem?
• On Product-Led Growth + Community-Led Growth
• McKinsey was ahead of the curve
• How to find partner communities
• Take the partner-pill to survive the infocalypse

Is it time to retire the fight as old as time?

I came across this excellent series of posts last week. A letter from a (fictitious?) sales leader to their marketing counterpart, and the reply.

Really worth reading.

Dear Marketing, and in reply, Dear Sales.

It's funny, painful, and true.

Sales and marketing are facing the same challenges we saw five years ago. And although the complaints were different, let's be real: the arguing was happening twenty five years ago too.

The reasons for the fight have changed over the years, but recently they stopped changing and it just feels like more of the same. In fact, the posts linked above is an exact argument I've had before -- in twenty freaking seventeen!

Something's gotta give. Sales vs marketing is a fight no one cares about. Why?

Because the customer doesn't care.

They stopped caring about it years ago when our attention spans reached max limits and the tech-fueled automation engine sputtered. Suddenly buyer behavior is reduced to their peers, and their spheres of influence and trust. Their ecosystems and communities.

That's where the customer cares. That's what the best ecosystem leaders of this decade are going to fix.

Not how to automate lead scoring and qualification. But how to meet customers where they are by winning in and creating ecosystems.

Thank you!

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