Want referrals? Build trust first. What holds companies back? The credibility & trust of customers. Most companies can’t send referrals that convert because they have little equity with their customers. Why? Because (most of the time) the people serving their customers have never done the job their customers are trying

Get the most juice from the squeeze This, just this. We've been looking at the 20% of partners, which have generated the 80% recently. ⭐ Which partners are driving the revenue, and why? ⭐ What actions are driving the best results? Are there any similarities between these? Are there any key trends?

A quick recap of the PhD from this week: * Co-Marketing - More Than Just an Idea * Don't Swim Against the Current * Partnerships Are Your Greatest Resource * Build Community Through Partnerships * The Partner Motion Never Stops Recently published: * PartnerUp #103 - Think Customer Outcomes or Die - Raja Nucho on Surrounding

Partner enablement is NEVER done. It is a continuous, iterative, ever-changing PROCESS that has no deadline or "done" status. Whether it's your internal teams or your partners, don't think that once you do a lunch & learn that the box is checked. Finished an enablement session? Great, get them added to

Is GTM doing a throwback to older forms of coordination and cooperation? 📸 Ademola Adelakun, MBET reminded me of the importance of community when rallying people around the word #nearbound. It's a fascinating concept. It strings together the purpose of collaboration and partnerships, which roots back to the origins of neighborhood

Partners don’t… ➡️ work for you ➡️ report to you ➡️ think about you as much as you think about them ➡️ or lose sleep over you You might have the greatest offering with the greatest commission plan that you’d expect others to drool over. But you’re still an external non-priority

Partner marketing often fails Not because your campaign wasn't good... But because you swam against the partner marketing stream. Imagine the buyer's journey as a river: * Customer first buys their CRM. * Then, their webinar platform generates leads. * Finally, a tool to launch post-event feedback surveys. If you are a webinar

An idea and a relationship. You need both to do good co-marketing. It's easy to assume that just having a good relationship with another company is sufficient to do something valuable together. "Oh I'm really tight with X, so we can totally partner on something." But you've got to have

A quick recap of the PhD from this week: * Less Talk, More Trust * How to Plan for Partner Success * GTM is About to Get Wild * Will AI Takeover Partnerships? * Nurture Your Partnerships To Win Big Recently published: * PartnerUp #101 - From Seller to VP Sales to CEO - How to