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A partnerships leader presenting a partner pipeline for the CFO on a wall monitor showing sourced versus influenced revenue with conversion rates, the finance chief reviewing a printed attribution summary across the table, deep navy and warm amber palette

Partner Pipeline for the CFO: Making It Real

What is partner pipeline for the CFO? Short answer: Partner pipeline for the CFO is the view of partner-influenced and partner-sourced revenue translated into the language a finance leader uses to make budget decisions, conversion rates, attribution clarity, and a defensible return on the program’s cost. It is the difference between a partnerships team that […]

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Editor's Picks

MDF Event: A Working Playbook for Partner Pipeline

What is an MDF event? Short answer: An MDF event is a partner-funded or jointly funded field marketing motion where market development funds underwrite a customer-facing activity (executive dinner, regional workshop, conference booth, or industry breakfast) with a named pipeline target and a sourced and influenced reporting back to the funding partner. It is not […]

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

MDF Programs That Generate Real Pipeline (Not Just Activity)

Short answer: most MDF (Market Development Funds) programs in B2B SaaS waste 50 to 70 percent of their budget. The cause is structural, not size. MDF gets framed too narrowly as marketing money. It then goes to partners who will not run the activity that drives pipeline. The fix is a defensible MDF program that […]

Two professionals discussing a laptop screen at a wooden conference table in a bright office setting.

Nearbound Marketing: What It Is and How It Works

Demand generation that runs through partners by borrowing their trust, measured as pipeline.

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A CRO and a partner manager reviewing a partner pipeline forecast.

Partner Pipeline: What It Is and How to Build One

The partner-attributed slice of your real pipeline, held to the same forecast rigor as direct sales.

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A partnerships leader reviewing a target partner list.

Partner Recruitment Strategy: A Practical Guide

Targeting the partners worth signing from an ideal partner profile, not from inbound interest.

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A partner manager segmenting partners into tiers at a whiteboard.

Partner Segmentation: How to Tier a Partner Roster

Tiering a partner roster so the partnerships team spends its hours where they actually pay off.

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A partnerships founder sketching a partner program plan at a whiteboard.

How to Build a Partner Program

Sequence four pillars before launching the portal: profile, attribution, activation, and pipeline.

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A RevOps analyst and a partnerships leader reconciling partner attribution data.

Partner Attribution: Models, Pitfalls, and Setup

Assigning credit when a partner sources or influences a deal, with a system finance can audit.

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A partner manager and an account executive reviewing an account plan together at a desk.

Account-Planning Template: A 2026 Framework Partners Will Actually Use

An account planning template is the structured document that captures the named contacts, decision drivers, partner mix, deal mechanics, and operating cadence for a strategic account. The template is only useful if it’s short enough that an AE will keep it updated and rich enough that a frontline sales manager can read it without the […]

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Partner enablement lead reviewing a partner-training dashboard with a colleague in a modern office

Partner Enablement Platform: What It Is and How to Choose

A partner enablement platform is the software layer that delivers training, certifications, sales assets, deal-registration workflows, and co-sell…

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Two revenue leaders comparing partner enablement software options on a laptop in a glass-walled meeting room

Partner Enablement Software: A 2026 Buyer’s Guide

Partner enablement software is the category of tools vendors buy to train, certify, equip, and coordinate external partner reps at scale.

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A partner manager and an account executive working a shared co-sell deal together over a laptop and a tablet

Co-Sell: The 2026 Definition, Motion, and Playbook

Co-sell is a B2B sales motion where two companies plan and execute against shared accounts together, with both AE teams working the deal and both sides…

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