B2B has a lot to learn from B2C Why is B2C so much better at thinking customer-first? B2C makes partnering look natural by showing up to the conversation with the partners their customers are already talking about. Building behind your gates then inviting the customer over is less effective than

Easy does it The principles that great customer success teams use can help as you're building your partner program. This article by Ramli John says one of the things CS teams do well is make learning easy for customers. An overwhelmed customer does not stay a customer. But what about

Roles of the partner future A recent re-read of Brent Adamson's article "Traditional B2B Sales and Marketing Are Becoming Obsolete" got me thinking about how GTM leaders are starting to think more like Ecosystem leaders and the roles this shift is building. The mindset of a GTM Leader is focused

A quick recap of the PhD from this week: * Not just lead gen * The partner way * The easy decisions are based in trust * Customers win when we partner up * Biology, Business and the similarities between the two Recently published: * Why Partnerships Fail: The Nine Deadly Sins of Ecosystem Building * Your

First Friday event today! Grab a drink of choice and join the fun in this live event. Especially relevant if you're a smaller company or smaller partner team. Register here. SMS basis Who has more influence: the person you email Monday morning to schedule a meeting with, or the person

We love getting your emails! I just read an email from reader Shawn Li responding to PhD #105, our section on super apps. He mentioned that the super app Grab is delighting their customers by making great products that all work well together. Grab is killing it because they make

Survive-soil-seed In a recent PartnerUp episode, Alex Komoroske said something interesting: First, survive. Once you can survive, then start focusing on long-term plays that are hard to measure. Hit your minimum targets. Get revenue. Ensure you can make it. But as soon as you have enough to survive, start prepping

JTBD and funnels Some great back and forth last week about the pros and cons of visualizing the customer journey as a funnel. The tricky part isn't coming up with ways in which the funnel metaphor falls short. The tricky part is creating something equally as useful in orchestrating your

Who'd you trust in a storm? I was scrolling through Instagram reels the other day and came across a Simon Sinek video about trust. The premise was that the Navy Seals, the highest performing organization on earth, prefer a medium performer with high trust over a high performer with low