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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 […]

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How to Set Partner Attribution Windows for Long B2B Sales Cycles

The partner attribution window is the time between a partner’s first deal-cycle action (intro email, joint discovery, executive ping) and when attribution gets locked in the CRM. The defensible default is 14 days from deal creation. For long enterprise cycles (180+ days), you can extend to 30 days, but anything longer turns the attribution system into a backdating game.

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How to Resolve Partner Attribution Disputes Without Killing the Deal

Partner attribution disputes kill deals when resolved late. Learn the three-step protocol to surface disagreements early, apply a written tiebreaker rubric, and escalate to a neutral reviewer—before the deal cycle matures.

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Multi-Touch vs Last-Touch Partnerships Attribution: What B2B SaaS Should Pick

Last-touch partner attribution credits a single partner per deal. Multi-touch credits multiple partners across the deal cycle. For B2B SaaS, last-touch is almost always the right answer because multi-touch creates compensation disputes, dilutes accountability, and produces aggregate numbers that no CFO can model.

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Crossbeam vs PartnerTap: Which Account Mapping Tool Fits Your Stack

Crossbeam and PartnerTap are the two account mapping platforms that matter most for B2B SaaS partnerships in 2026. Crossbeam leads on partner-network reach, ELG category claim, and the developer ecosystem. PartnerTap leads on enterprise multi-partner co-selling depth and named-customer credibility. The right choice depends less on features and more on which your partners are already using.

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Account-Mapping ROI: How to Justify the Spend to Finance

Account mapping software pays back in three ways: pipeline acceleration via warm intros to existing prospects, expansion revenue via mapping mutual customers, and risk reduction via knowing which deals overlap with partner relationships. The defensible ROI math is (incremental partner-sourced ARR + accelerated direct ARR + churn-prevented ARR) divided by annual platform cost. Most B2B SaaS teams hit 3-5x ROI within 12 months.

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Building the CRO-CPO Relationship That Drives Revenue

The CRO-CPO relationship works when the CRO treats partnerships as a revenue motion and the CPO treats partner pipeline as a forecast. Both sides need a shared operating cadence: weekly partnership pipeline review aligned to the weekly direct forecast call, joint accountability for partner-sourced ARR targets, and a Co-Sell Alignment Specialist running the operational layer between them.

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Partnerships director reviewing an AI assistant chat panel and partner pipeline kanban on her laptop

What Is AI for Partnerships? A Builder’s Take

AI for partnerships is real, but most of what gets pitched as AI for partnerships is just dashboards with a chat box. Here is the honest line between what AI does well, what it does not, and how to tell the difference.

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Where Does Ecosystem-Led Growth Work Best?

ELG works. The honest question is when to use it and when to use something else. Here are the three situations where ecosystem-led growth moves pipeline best, and the four where another motion fits better.

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What Is a Co-Sell Plan? The Honest Definition

A Co-Sell Plan is not a mutual action plan with a partner column added. It is a different document. The difference is the whole reason a co-sell program either closes deals or just shows up in a pipeline report.

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Slate desk with a chalk-drawn 2x2 matrix; an amber-lit glass cube paperweight sits in the upper-right quadrant.

Bob Moore’s 2×2 Matrix Is the Cleanest Positioning Artifact Our Industry Shipped This Year. Here’s the Layer of the Argument He Stops Just Before.

Short answer: Second-party data is the AI moat in partnerships. Bob Moore’s 2×2 Matrix names that correctly. However, the data layer alone does not close deals. The next layer, the operating cadence between the second-party data reservoir and a partner-involved close, is where the actual revenue is hiding. Specifically, four operating layers, the shared mental […]

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