There’s something different happening in business. People are sharing. Not just a basic tit for tat, quid pro quo. Companies are beginning to open up. They’re beginning to default to a sharing mindset, not just skeptically sharing when pushed. They are baking it into their processes and strategies.

You Wake Up There are no sales people. Nobody spends their day chasing leads or cold-emailing prospects directly. Nobody wants to. Why would they? Your company has a mix of specialized and cross-functional employees. There is a vast ecosystem of people and companies outside of your own that work with

When someone you trust tells you something is good, you try it. That’s a referral, and it might be the oldest form of marketing. But trust is dynamic, so people who indiscriminately promote things can lose it. That’s what makes scaling referrals such a challenge. How do you

In the beginning, the sale was direct. One product selling one solution to one buyer. Over time, the stack of individual software tools grew, integrations became more important, customers bucked the funnels built for them, and multiple companies and products began acquiring and serving customers together. Joint marketing, sales, and

> A 50% decrease in time to closed won. Sending personalized gifts as part of the sales process might be the most effective way to build trust for B2B SaaS companies. Gifting isn’t new, but the ability to marry it with data is. The power of sending gifts was under-utilized

Traditional Go-To-Market is getting weaker. Direct sales and marketing are struggling to deliver ROI. Meanwhile, co-innovation, co-marketing, and co-selling are gaining traction. This is relatively new territory. How many people know how to successfully partner with other companies to acquire and serve customers? Who will lead the charge into the

> My plumber doesn’t ask me to go buy the pipes when he fixes my leaky faucet. Why do agencies ask their clients to purchase the materials their business needs? Sunir Shah was fired. Like many digital consultants, he had to ask his clients to sign up for software subscriptions

A struggling novelty ice cream shop became a household name through a powerful partnership. But not overnight. When Dippin' Dots inked a partnership with Opryland theme park, they provided little direction and viewed it merely as a way to let somebody else sell their product. It didn't produce results and