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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 […]

Professional in a dark suit points at the viewer with a chalkboard reading PUBLIC SECTOR behind him.

*How to Arm Yourself with Information* to Successfully Sell to Public Companies

Sales reps should get excited when they see a public company listed on their named account list. Why? Because these companies are required by the SEC to produce quarterly and annual reports and must be transparent about the health of the business. Oftentimes, they openly discuss their growth challenges and upcoming corporate objectives; all of […]

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Napkin with a handwritten quote: 'A goal without a plan is just a wish,' beside a pen and a green coffee mug on a wooden table.

*How and When to Leverage a Mutual Action Plan,* Close Plan, or Evaluation Plan

One of the biggest problems sales reps have to consistently face is forecasting an accurate close date and making sure that the deal actually closes on or around that exact date. It’s not easy and requires in-depth planning and project management skills to consistently deliver closed/won opportunities on time. When you break it down into […]

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*Buyer Map 101:* The Value of Visualizing Prospect Relationships as Part of Your Account-Planning Process or Deal Strategy

What is a Buyer Map? A buyer map, which can also be called a relationship map, is a visual representation of every possible stakeholder or influencer that might somehow impact the outcome of your deal. It’s basically an org chart, but with much more meaningful and actionable data for a sales person. What kind of […]

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