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A vendor partner manager and a referral partner reviewing a short target account list and a referral fee agreement over coffee, deep navy and warm amber palette

Referral Partner: What It Is and How to Work With One

Short answer Short answer: A referral partner is a company or individual who introduces you to prospects in their network in exchange for a fee, without taking part in the sale or the transaction. It matters because a referral partner opens warm doors that cold outreach cannot, but the model only produces when the referral […]

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Editor's Picks

Through-Channel Marketing: What It Is and How It Works

Short answer Short answer: Through channel marketing is demand generation a vendor runs through its partners, supplying campaigns, content, and funds so partners market to their own customers under their own brand. It matters because partners own trusted relationships a vendor cannot reach directly, but most of these programs underperform because they push vendor material […]

Partnership Marketing: What It Is and How to Run It

Short answer Short answer: Partnership marketing is joint marketing between two companies that combine audiences, content, and channels to generate demand for a shared value proposition. It matters because a co-branded campaign borrows the trust and reach of both brands at once, which is why a partner webinar or joint guide usually outperforms the same […]

B2B Partner Marketing Strategy: To, Through, With

What a B2B partner marketing strategy is Short answer: A B2B partner marketing strategy is the plan for how you market to partners, through partners, and with partners, so partner relationships turn into pipeline rather than logos on a slide. It works when each of those three audiences has its own goal and the whole […]

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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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Chalk-drawn word LEVERAGE on a dark background with a hand holding chalk near the end of the word.

*How to Best Leverage a Supporter* in Mid-Market or Enterprise Sales Cycles

Generating group consensus is the name of the game in the complex sale, which is typically associated with mid-market and enterprise sales scenarios. No single person makes the decision on the buying side, so it’s important to convert as many stakeholders as possible into supporters. The vendor with the most support, or the right kind […]

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Man dressed as a detective looks through a magnifying glass, holding a smoking pipe.

*Stakeholder Research* Best Practices in B2B Sales

While account research will help you prioritize which accounts to target and what pain points to focus on, accounts don’t make decisions; people do. And in B2B sales, decisions aren’t made individually either. You’ve got to generate group consensus, which is the name of the game. The good news is that because there are multiple […]

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Top-down view of a team workspace with a large blue 'PRIORITIZE' sign amid laptops, tablets, and scattered documents.

How to Prioritize Which Accounts to Target First in *Account-Based Selling*

Whether it’s the beginning of the year and you’re staring at your new list of net new target accounts or you’re midway through the year and simply need a pipeline boost, prioritizing which accounts to target first is an essential part of attaining quota. This should be an objective and systematic process. For us, it […]

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Paper feed on a vintage-style printer with 'CRM' printed, symbolizing CRM software or data flow across a system.

*CRM: *The Modern Rolodex for Sales Reps

The official definition of Customer Relationship Management (CRM), according to Gartner’s Glossary, is “a business strategy that optimizes revenue and profitability while promoting customer satisfaction and loyalty. CRM technologies enable strategy, and identify and manage customer relationships, in person or virtually. CRM software provides functionality to companies in four segments: sales, marketing, customer service and […]

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*Four Buyer Personalities in B2B Sales* and How to Communicate With Them

Have you ever been in a scenario where you didn’t respond quickly and you get that nudge from a prospect asking you where things stand? And in your head you’re like, “I promised that to you this morning…chill.” That can be frustrating, to say the least. Or maybe you’ve been in a scenario where you […]

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Businessman in a suit with multiple arms juggling tasks: talking on a corded phone, holding a tablet, a coffee cup, and a large clock symbolizing time management.

*First-Line Sales Management:* How to Empower Your Reps With the Ability to Systematically Win More Business

You need your reps to account plan and get their targets into highly-personalized outbound cadences as quickly as possible; preferably in the first two weeks of the year because the faster you start this process, the sooner a sales cycle starts, which means the sooner deals start closing, which maximizes the time you have available […]

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Person in a suit balances a large light bulb on one side of a seesaw with many small light bulbs on the other, symbolizing ideas and balance

*Sales Process:* How to Overcome the Level Playing Field That Is the B2B Buyer’s Journey

” SO, YOU MEAN TO TELL ME THAT IN THE UNITED STATES, WE’RE SPENDING OVER A TRILLION MARKETING DOLLARS ON GUIDING PEOPLE THROUGH THE FIRST TWO STAGES OF THE BUYER’S JOURNEY AND THEN 81.3% OF THE TIME WE’RE TURNING THAT LEAD OVER TO A SALES PERSON WHO ISN’T FULLY EQUIPPED TO BRING THE BUSINESS TO […]

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Cork strip with the words 'COLD EMAILS' written in black and turquoise on a teal background with colorful paperclips nearby.

*Proper Account Planning:* Winning the Outbound Cadence Personalization War

In this account-based selling world we live in, there’s this massive demand for personalization because prospective buyers want to know that you understand their individual needs; not just their company’s needs. I’m not telling you anything new or earth shattering with that statement. However, the bar for personalization gets higher by the day as prospects’ […]

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*When and How to Leverage Executive Alignment* in Enterprise Sales

Executive alignment is a verifiable agreement between a vendor’s executive team and the buyer’s on the outcome, scope, success criteria, and operating cadence of a deal. It is not a relationship; it is a written joint position that survives sales-cycle stress. Aligned deals close at higher rates and renew with…

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