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The best advice on building partner programs that produce forecastable revenue.

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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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*Frontline Sales Managers:* How to Know Which Partners Can Help or Hurt Your Team’s Deals

As a frontline sales manager, your team’s success can hinge on your ability to identify partners who can make or break your deals. The best way to gain this insight is through the experiences and observations of your sales reps. They know which partners stand out as valuable assets and which pose barriers to closing […]

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Hand under a glowing holographic stock chart showing an upward financial trend and rising values on the right.

*Double, Triple, and Quadruple* Your GTM Dollars Through Partners

Market Development Funds (MDF) used to get a bad rap (covered below), but when deployed properly and productively, they’re critical for efficiently expanding into new markets or segments. Although it may sound obvious, MDF are funds specifically allocated to developing markets. This can take shape in many forms, like events, sponsorships, advertising, or any marketing […]

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Four professionals in business attire shake hands and smile in a modern office lobby. 2 men and 2 women present, one holds a tablet.

*B2B Sales Reps:* A Guide to Keeping Partners from Wrecking Your Deals

The fear of a partner “screwing up your deal” is a common one for sales reps. While partners can bring expertise, resources, and reach to your efforts, a mistake can quickly unravel all your hard work. This concern is valid. Bringing any new human – partner or not – into a deal adds risk. For […]

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Eight colleagues sit around a long wooden conference table in a bright, plant-filled office, collaborating with papers and laptops on the table,

*B2B Partnerships:* Why They Should Matter to Sales Reps

Understanding the value of business-to-business (B2B) partnerships is crucial for your sales reps. Often, when thinking about partnerships, fears and concerns come up. Questions about deal management, partner spend, and the overall impact of having somebody else involved in the deal can lead to a spiral of negative thoughts. However, these fears are valid only […]

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*Sales Preference:* How to Know When Someone is a Supporter, Opponent, or Neutral and Where to Concentrate

In the complex sale, generating group consensus is the name of the game. This means the goal should always be to definitively determine who’s in your corner and who’s not in your corner, so you’re taking the appropriate actions. A misdiagnosis here will almost certainly result in unwanted surprises down the road.  If someone’s in […]

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*Frontline Sales Management:* How to Systematically Drive Sales Team Success

A frontline sales manager’s mission is to attain team quota, which is usually a large number that’s split by a team of individual sales reps. If all reps attain their individual quotas, the manager’s number is also met. Simple, right? Ha! It’s not as easy as it sounds.  Why? Because every single sales professional has […]

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Person wearing black shoes stands at a fork in the road, arrows pointing left and right ahead of them.”

The Differences Between Decision *Process and Paper Process in B2B Sales*

Many sales organizations leverage the MEDDPIC sales qualification methodology. For those that don’t, it’s: Metrics Economic Buyer Decision Criteria Decision Process Paper Process Identify Pain Champion The two areas we’re focusing on are Decision Process & Paper Process. Decision Process: Before walking through all of the contracting paperwork, someone within the buying organization must first […]

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Top-down view of a diverse team brainstorming around a table with a large 'RESEARCH' diagram and ideas like data, search, and analysis drawn on paper.

Account Research *Best Practices in Mid-Market* and Enterprise B2B Sales

Account Research is all about answering the question, “Does this account have a need for what we’re selling and to what extent?” The best B2B sales reps in the world are consultative in nature and take great pride in solving customers’ challenges. If your customer doesn’t have challenges your solution solves for, then why spend […]

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Calendar page with a red stamp circle and the word 'CLOSING' around the 15th; a white marker rests on the grid as a deadline reminder.

*Tips for Setting* the Initial Close Date in B2B Sales (with contest for sales managers to run)

That initial close date is one of the hardest dates to pick for most sales reps. Most think, “Who cares? It’s going to change anyway once we get into the deal.” And that may be the case, but if you try diligently to get as close to the mark as possible from day one, it’ll […]

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*The Five Stakeholder Types in Sales* That Can be Opponents or Blockers (and how to overcome them)

In the complex sale, there are typically about five stakeholders on average and sometimes many more. Every stakeholder comes complete with their own experiences, biases, and aspirations; each of which will have an impact on your deal. It’s pretty easy to spot your biggest supporters, but can sometimes be very difficult to spot your biggest […]

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